With hundreds of thousands of beers and various consumer tastes, the alcohol industry is always looking to reinvent itself. Our client, one of the largest beer producers in the world, was looking to understand what quality traits drive sales for them. The research study was used to inform their marketing efforts and product positioning.
We looked at how people in the United States talked about their brand, competitors, and beers in general. Then we built out detailed comparisons between the beer types and further broke the discussion down per traits and consumer personas.
We carefully examined the different ways people talked about the qualities of each type of beer and the associations to specific qualities. Assessing the differences, we were able to derive insights for our client on specific beer attributes driving sales for them and brand associations that impact their sales cycles.