What is the crucial first step when developing a field marketing campaign for a completely new product category?

The crucial first step when developing a field marketing campaign for a completely new product category is to conduct comprehensive market research to identify the target audience, understand their needs and pain points, and assess the potential market size and receptiveness to the new product category. Because the product category is entirely new, there are no existing market benchmarks or established consumer behaviors to rely on. Therefore, thorough primary research, such as surveys, focus groups, and in-depth interviews, is essential to gather insights into consumer attitudes, purchase drivers, and potential barriers to adoption. This research should focus on understanding who the target customer is, what problems the new product category solves for them, and how to effectively communicate the value proposition. Without this foundational understanding, the field marketing campaign risks being ineffective or even counterproductive due to misdirected messaging or inappropriate targeting.