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Akos Petri outlines critical strategic errors that beverage companies frequently commit during the market research phase. He argues that brands often fail by focusing on demographic data rather than consumer motivations and by relying on stated intentions instead of actual purchase behaviours. To achieve success, businesses must align their data collection with go-to-market strategies and utilise leading indicators to anticipate shifts in the landscape. Ultimately, the text suggests that research is only a valuable growth lever when it results in decisive action and clear differentiation in a competitive field. By moving beyond static reports, leaders can better identify untapped opportunities within the functional and hydration drink sectors.

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