Mediacom, a media agency, has an area called “People Link”, which is in charge of conducting research studies for its clients. In recent years, both the number of clients and the research to be carried out have been reduced. This can be caused by a low variety of studies, ignorance and little confidence in them. To strengthen the research portfolio of the area, a brand extension study was developed for the research unit. Through a literary review, the determinants of success in a brand extension were identified. Then, based on this review, a mixed-focus study was prepared, since the tool has qualitative and quantitative questions, which are carried out online on the Qualtrics platform. The study was divided into three phases, each with a different intention but with the final objective of determining the feasibility of the product on the market and its possible improvements. Consequently, in the first phase, the variables of knowledge and health regarding the brand were evaluated, in order to examine whether it would be feasible to create a new category under the brand name, whereas if there is a negative perception, the Brand might not play a good role in launching the product. Later in the second phase, the competitors of the category and how the consumer perceives them were defined, examining the characteristics they have in common for possible improvements in the product; In addition, the most important attributes of the brand were delimited to see its degree of association with the product. To finish, in the last phase the BDM methodology was proposed, focused on defining the willingness to buy by the brand extension and the products of the category, the above seeking to examine how the extension would be compared to its competitors.