Why "Market Research" Won't Validate Your Unknown Product Category (And What Guillaume Did Instead)
How did Guillaume Lambrecht make a new functional category like Supasawa a lifestyle brand? Dive into insights from Podcast Episode 107 of MAFFEO DRINKS
Most entrepreneurs launching new product categories spend months on surveys, focus groups, and competitive analysis. But what happens when you're creating something that doesn't exist yet where customers can't articulate problems they don't know are solvable?
We discuss this exact challenge with Guillaume Lambrecht, who built market demand for Supasawa, a shelf-stable sour mixer that created an entirely new category in the bar industry.
The Question: How Do You Validate Demand for Something That Doesn't Exist?
The conventional wisdom says comprehensive market research is essential before launching any product. But Guillaume faced a unique problem: bar professionals experienced citrus-related operational challenges daily but hadn't conceptualized them as solvable.
