The value of market research - Coca Cola:
In what is described as Coca-Cola's most significant product launch in the UK for 10 years, a Coca-Cola brand is being renamed and re-launched - all due to market research. This article in the Guardian describes how Coca-Cola Zero is being re-launched as Coca-Cola Zero Sugar after market research found that many potential customers didn't know that Coca-Cola Zero has zero sugar. That research finding was bad news for Coca-Cola, particularly following the announcement of a Sugar Tax on sugary drinks announced by the UK government in March 2016. The product formulation of Coca-Cola Zero Sugar is also being changed to make the product taste "more like Coke". The objective is to make Coca-Cola's zero and other low sugar brands achieve a 50% market share.