Case Study: The Wharton School achieves targeted market insights and a focused launch strategy with Google Surveys

Helping Businesses Reach the Finish Line

The Wharton School used Google Surveys to help the Westchester Track Club evaluate a new multi-day running program for amateur runners. The challenge was determining whether the concept had real market potential, what the program should include, how much it should cost, and how to reach the right audience quickly and affordably.

Using Google Surveys, Wharton MBA students gathered responses from more than 1,000 competitive runners and compared interest levels against a benchmark program. Google Surveys helped Wharton identify a target market of urban 25-44 year olds with incomes above $75K, develop a focused marketing strategy, and support a pilot launch; the research showed interest levels similar to the benchmark and provided actionable insights for regional and national expansion.

The Wharton School

David Reibstein

Professor of Marketing