Expert: Alex J. Caffarini - 8/13/2009

Question
I am having trouble finding sources for statistical data related the # of Americans that suffer from resting or night-time cramps at least once a week.  I'm also seeking data on the # of those who take oral, non prescription medication or home remedies for the treatment or prevention of these cramps.
I'd like to be able to determine the market size based on these parameters.  Any suggestions on how to compile this data?

Answer
John,

This is definitely one of those niches where market information may be in short supply.  The approaches I can think of are likely to be both time-consuming and costly, and some require tradeoffs between budget and research quality.

You might start by finding a handful of physicians who treat resting or nighttime cramps, and asking them the number of such cases they treat in a given period of time.  You might then find out how many other physicians of that specialty practice in your market area, and then come up with a projection of total cramps cases in the area.  So for example, if you surveyed 20 physicians (perhaps vein specialists?) and they treat an average of 30 patients per year for resting cramps, and then you find there are about 400 such vein specialists in your market area, then you have an estimate of 12,000 cramps sufferers (400 * 30) in your market area (please note that your original 20 surveyed are part of the 400).  Keep in mind that depending on the length of your survey and the specialty of the physician, survey incentives for physicians can be expensive.

Another alternative can be a convenience sample.  Maybe you can advertise a "please take our survey" on various websites, aimed at people who suffer from nighttime cramps, and invite them to take your survey as well refer other sufferers they know to take it as well.  You can then ask them about their use of oral, non-prescription medications and home remedies.  You should be able to get several responses without having to provide an incentive; however, because the sample was not selected randomly, your findings may not be representative of all cramps sufferers.  But at least you will have some data that will provide you some direction.  In the interest of budget and time constraints, this might be your best alternative.

Finally, you might consider purchasing syndicated or secondary data that has been published on this.  Top name market research firms like Nielsen and IRI generally have supermarket scanner data that they sell at the product category level.  Perhaps they ave something you can use.  Also, firms like Mintel International and MarketResearch.com sell research reports on various industries and markets.  You might see whether they have similar reports for nighttime cramps and their remedies.  This alternative is likely the most expensive.