Your first step in pursuing expansion is to do some marketing research. After some initial consideration and research into what services are currently available in the area, you identify three potential growth opportunities for the medical spa.

The first potential growth opportunity is to add facial resurfacing treatments designed to remove age spots and wrinkles.

You plan to purchase some marketing data from a marketing research company, but you have a limited budget, so you want to make wise choices in purchasing the data.

Of the choices shown, which would you consider to be the most important in evaluating the potential of this growth opportunity?