Name: How Gatorade's Lifetime User Study created invaluable insights
Uploaded: 2022-09-23T12:56:53.802Z
Description: Through a user study, Gatorade were able to gain valuable consumer insight and track the trends of consumption within their consumers

How Gatorade's Lifetime User Study created invaluable insights.vtt

English

{{00:00:00}}
So obviously Gatorade, we have
a full family of products.

{{00:00:04}}
One of the things we did when we
talked about big foundational study.

{{00:00:07}}
An example of this is we did a
study that we call our lifetime

{{00:00:11}}
user value study, where we
surveyed thousands of consumers,

{{00:00:16}}
aged six to 60 to understand not
just their consumption, that's

{{00:00:21}}
something we actually track
constantly is consumption, but also,

{{00:00:27}}
are they increasing use?

{{00:00:28}}
Are they decreasing use?

{{00:00:29}}
And if so, why?

{{00:00:31}}
So that we can look over an entire
life cycle of usage of the category

{{00:00:37}}
to understand not just the ages
in which people are more likely to

{{00:00:42}}
increase use, decrease use, but why?

{{00:00:44}}
What are the events that cause,
that can help us start to predict?

{{00:00:51}}
Okay.

{{00:00:52}}
These are the moments that
we have to hit, because these

{{00:00:55}}
are the people with a higher

{{00:00:56}}
probability for becoming
high value consumers.

{{00:00:59}}
Or these are the type of events
that lead to people falling off.

{{00:01:03}}
And therefore, if we can track
those, we can identify that ahead

{{00:01:07}}
of time and get ahead of it.

{{00:01:08}}
Right?

{{00:01:08}}
This is a massive study.

{{00:01:11}}
I love this slide, obviously taking
all the details out of it, but

{{00:01:15}}
you can understand what this is.

{{00:01:16}}
So what these are, are different
milestones throughout a lifetime that

{{00:01:21}}
have a positive impact on consumption.

{{00:01:24}}
Right?

{{00:01:24}}
So the numbers are just like
values of how much it, it

{{00:01:28}}
positively impacts consumption.

{{00:01:30}}
And so we can see that great.

{{00:01:32}}
But then we also sized it, like
how often does that thing happen?

{{00:01:36}}
Right?

{{00:01:36}}
So something can have a hugely
positive association with increased

{{00:01:41}}
consumption of the category,
but then also be something

{{00:01:45}}
that not many people do, right?

{{00:01:46}}
So that number one on the
impact of consumption.

{{00:01:49}}
You can see here, it actually
impacts very few people while

{{00:01:53}}
number four there at 113.

{{00:01:56}}
It's not an index.

{{00:01:58}}
So, it's not anything below 100 is bad.

{{00:02:01}}
It's the fourth highest predictor
of increased consumption

{{00:02:04}}
also happens to most of the
people in the category, right?

{{00:02:08}}
That's a hugely powerful
volume contributor for

{{00:02:12}}
longterm performance, right?

{{00:02:14}}
And we can get this slide
created throughout different

{{00:02:18}}
life stages because we went big.

{{00:02:21}}
Right.

{{00:02:21}}
We didn't look at it as in the
barriers for this group of people.

{{00:02:25}}
We said, I want to understand the
barriers and the opportunities

{{00:02:29}}
throughout a lifetime of people.

{{00:02:32}}
And again, not knowing what's going
to happen next, who I need to look at

{{00:02:35}}
yet next, we can go back to this data
and re-mine it for different groups.

{{00:02:41}}
Quickly here, just to emphasize
even among active people, among

{{00:02:46}}
athletes like among kids, it's really
motivations are around improving

{{00:02:52}}
skills and improving strength.

{{00:02:53}}
But as you get older, it
becomes more about health

{{00:02:56}}
even among athletes, right?

{{00:02:57}}
This is some data from our consumption
tracker, which is obviously not

{{00:03:01}}
real data because you know, it
doesn't evenly break out 33%.

{{00:03:04}}
But one of the things I want to show
here is, like I mentioned before, we

{{00:03:07}}
also track consumption actively, right?

{{00:03:11}}
So among any target group we want
to look at, we can see is their

{{00:03:15}}
consumption up or down by quarter.

{{00:03:17}}
Also, we look at active inactive
use during labor because

{{00:03:22}}
sorry, used during work.

{{00:03:24}}
I mean, they could have been using it
during labor, how they wanted to find

{{00:03:26}}
that is totally up to them, but it's
actually a small volume opportunity.

{{00:03:30}}
So, all sorts of rich data to help us
understand where those opportunities.

{{00:03:36}}
So when looking at a lot of these
things, one of the consistencies, as in

{{00:03:41}}
shown by that motivation is, you know,

{{00:03:44}}
this idea of athletes moving more
toward general health and wellness.

{{00:03:49}}
Right.

{{00:03:50}}
It it's interesting because, you know,
you think back like 10, 15 years ago,

{{00:03:55}}
like a handful of professional teams
had full-time nutritionists on staff.

{{00:04:01}}
Like if somebody had a problem,
they would assign a nutritionist

{{00:04:05}}
to give someone a diet.

{{00:04:07}}
But nowadays every athlete is out there
like honing, getting very specific.

{{00:04:12}}
It's not just about showing
up, for training camp in the

{{00:04:16}}
fall, ready to get healthy.

{{00:04:19}}
It is, I am an athlete all the time and
that on the field and off the field.

{{00:04:24}}
And it's about maintaining health.

{{00:04:25}}
This idea of active athletic wellness
really coming through in terms of

{{00:04:32}}
what we're seeing among athletes in a
stronger way than they had in the past.

{{00:04:35}}
And so Gatorade, while we have been
a leader in athletic performance for

{{00:04:42}}
over 50 years now, really driving
that on the court performance.

{{00:04:49}}
Now we start looking at these
opportunities of, okay, well off

{{00:04:52}}
the field, I still want, I want
general wellness, but I need to

{{00:04:57}}
hydrate like a professional athlete,

{{00:05:00}}
but there's also some general wellness
benefits, some different things that

{{00:05:03}}
I'm looking for, because those things
will also help me be a better athlete.

{{00:05:06}}
Right.

{{00:05:07}}
Which is the Genesis of bolt 24.

{{00:05:10}}
Through the data that we have, we're
able to identify what are ingredients

{{00:05:14}}
that are important to these athletes?

{{00:05:15}}
What should it look like?

{{00:05:16}}
Where should it be?

{{00:05:17}}
And so within a year we were able to
create a whole new brand built on this

{{00:05:27}}
athlete insight that didn't require us
to do any new foundational research.

{{00:05:35}}
It was all right there.

{{00:05:36}}
As soon as the questions started
coming up, we were able to go back

{{00:05:39}}
to what we had previously and then
quickly be able to turn it into this

{{00:05:45}}
is where our concepts should look like.

{{00:05:47}}
This is how we develop it.

{{00:05:48}}
This is what the packaging
should look like.

{{00:05:49}}
The design, because we had done so much
in the foundational period because we

{{00:05:54}}
understand our athletes so well, we
can turn around powerful innovation,

{{00:06:02}}
product design very quickly.

{{00:06:05}}
And so, and I will say, you know,
when we get to, cause we of course

{{00:06:11}}
still concept, test this stuff.

{{00:06:13}}
We still test our creative.

{{00:06:15}}
And I can tell you when we got to
that phase, we killed it, right?

{{00:06:19}}
Because we'd done so
much in that upfront.

{{00:06:23}}
And our hypothesis phase developed
something pretty incredible based on

{{00:06:27}}
things that we knew about our consumer.

{{00:06:28}}
So once we put it in front of them, we
knew acceptance would be really high.

So obviously Gatorade, we have
a full family of products.

One of the things we did when we
talked about big foundational study.

An example of this is we did a
study that we call our lifetime

user value study, where we
surveyed thousands of consumers,

aged six to 60 to understand not
just their consumption, that's

something we actually track
constantly is consumption, but also,

So that we can look over an entire
life cycle of usage of the category

to understand not just the ages
in which people are more likely to

What are the events that cause,
that can help us start to predict?

These are the moments that
we have to hit, because these

probability for becoming
high value consumers.

Or these are the type of events
that lead to people falling off.

And therefore, if we can track
those, we can identify that ahead

I love this slide, obviously taking
all the details out of it, but

So what these are, are different
milestones throughout a lifetime that

So the numbers are just like
values of how much it, it

But then we also sized it, like
how often does that thing happen?

So something can have a hugely
positive association with increased

consumption of the category,
but then also be something

So that number one on the
impact of consumption.

You can see here, it actually
impacts very few people while

It's the fourth highest predictor
of increased consumption

also happens to most of the
people in the category, right?

That's a hugely powerful
volume contributor for

And we can get this slide
created throughout different

We didn't look at it as in the
barriers for this group of people.

We said, I want to understand the
barriers and the opportunities

And again, not knowing what's going
to happen next, who I need to look at

yet next, we can go back to this data
and re-mine it for different groups.

Quickly here, just to emphasize
even among active people, among

athletes like among kids, it's really
motivations are around improving

But as you get older, it
becomes more about health

This is some data from our consumption
tracker, which is obviously not

real data because you know, it
doesn't evenly break out 33%.

But one of the things I want to show
here is, like I mentioned before, we

So among any target group we want
to look at, we can see is their

Also, we look at active inactive
use during labor because

I mean, they could have been using it
during labor, how they wanted to find

that is totally up to them, but it's
actually a small volume opportunity.

So, all sorts of rich data to help us
understand where those opportunities.

So when looking at a lot of these
things, one of the consistencies, as in

this idea of athletes moving more
toward general health and wellness.

It it's interesting because, you know,
you think back like 10, 15 years ago,

like a handful of professional teams
had full-time nutritionists on staff.

Like if somebody had a problem,
they would assign a nutritionist

But nowadays every athlete is out there
like honing, getting very specific.

It's not just about showing
up, for training camp in the

It is, I am an athlete all the time and
that on the field and off the field.

This idea of active athletic wellness
really coming through in terms of

what we're seeing among athletes in a
stronger way than they had in the past.

And so Gatorade, while we have been
a leader in athletic performance for

over 50 years now, really driving
that on the court performance.

Now we start looking at these
opportunities of, okay, well off

the field, I still want, I want
general wellness, but I need to

but there's also some general wellness
benefits, some different things that

I'm looking for, because those things
will also help me be a better athlete.

Through the data that we have, we're
able to identify what are ingredients

And so within a year we were able to
create a whole new brand built on this

athlete insight that didn't require us
to do any new foundational research.

As soon as the questions started
coming up, we were able to go back

Case Study

Through a user study, Gatorade were able to gain valuable consumer insight and track the trends of consumption within their consumers

thumbnail_Doug Healy.jfif

xsmall_Doug Healy.jfif

Doug Healy.jfif

Doug Healy

Senior Director , Consumer Insights - Gatorade 

Head of consumer strategy and insights, Doug Healy, shares his industry insights from Gatorade's Lifetime User Study

Introduction

Doug explains that Gatorade surveyed thousands of consumers aged 6-60 to understand not only their consumption, but also to track the trends of consumption.

Chapter 1: The Lifetime User Study and why Gatorade carried it out

Understanding what the different lifetime milestones are that cause an increase or a decrease in consumption and how often they occur will eventually lead to better understanding the consumer and predicting the events and getting ahead of them