Case Study: How Coca-Cola Used Market Research to Launch Coke Zero
This case study examines Coca-Cola’s use of market research to understand changing consumer preferences toward sugar-free products. With growing health awareness, Coca-Cola conducted surveys, focus groups, and taste tests to identify a demand for a zero-sugar, full-flavor cola. By segmenting their audience and identifying specific needs, Coca-Cola developed Coke Zero, which became a hit among calorie-conscious consumers. The case study highlights the key steps in their market research process, from identifying consumer pain points to testing product concepts before launch.
