Understand the decision before launching.

The challenge

A sports brand wanted to know whether there was room for it in the Dominican Republic before entering.

The brief was to validate PEAK's commercial viability and inform positioning, pricing, channels and launch messaging.

Sports footwear and apparel are not bought the same way: each category has different habits, buyers and analysis bases, and the study had to read them separately.

How we approached it

Measure with a broad sample and turn the report into a decision tool.

1. Study design. A face-to-face quantitative survey of people aged 18 to 44 who bought or are considering buying sports footwear or apparel.
2. Fieldwork. 1,224 interviews in eight cities, from 13 to 24 July 2026, in collaboration with Zume.
3. Drivers. A MaxDiff exercise to compare attribute priorities.
4. Concept. Blind and revealed evaluation to separate the response to the product from exposure to the brand.
5. Price. A price-sensitivity reading by category.
6. Dashboard. A navigable HTML by category, city, price, profiles and conclusions.

From what people buy to what drives choice

The questionnaire covered habits, brands, channels and price in Santo Domingo, Santiago, La Vega, San Francisco de Macorís, Moca, San Pedro de Macorís, Punta Cana and Bonao, with a 2.8% margin of error at 95% confidence.

From a report to a tool for discussion

The dashboard lets the team move through the study by the decision it needs to discuss, with the bases and context of each block in view. It presents knowledge for deciding, not sales results.