CLIENT COMPANY

An Italian farm was considering the market opportunity to start producing a new citrus fruit imported from Australia, Fingerlime, which costs about €200 per kg. Therefore, we were contacted to evaluate this new market opportunity through a market survey.

STARTING OBJECTIVES

Before starting the market survey, it was necessary to ask ourselves two questions in order to be able to set up a research that could answer the company’s primary objective. Specifically, we asked ourselves whether:

  • Was this really anopportunity?
  • Would this citrus fruit, not yet available in mass retail, really become a new trend?

MARKET RESEARCH AND INSIGHT

To better understand this product and subsequently get some concrete answers, for this market survey we used several methods:

  • first of all, we delved into users’ interest through a study of people’s Google searches, finding that this mythical citrus fruit was in fact increasingly searched by people over time.
  • Next, we listened to those who were talking about it on social media, through social listening tools. This allowed us to find that the greatest interest was from chefs and promoters of the fruit.

Based on these insights that emerged from the research, we then provided key information to the farm.

RESULTS OBTAINED TO ASSESS THE MARKET OPPORTUNITY

In conclusion: the exploratory research conducted for the purpose of understanding more about the opportunities related to this new product brought to light several interesting elements, such as people’s real interest in the product under investigation and the characteristics of the most interested users.

In addition, finding out all the background of this market, from who is talking about it to who is starting to sell the product and how, helped the company make a business decision. (Want to find out for your business too? Click here!)