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Challenge
An industry association undertakes market research on behalf of member
companies as part of its mandate. In this case, it wanted to examine different
beverage categories to assess the relationship between rates of consumption
and the visual attributes of a product.
Strategy
The Strategic Counsel employed two complementary lines of research.
We undertook qualitative research to probe consumer attitudes to different
types of beverages and examine the brand values associated with them.
We also did a telephone/placed–mail survey to develop a two–week diary
of respondents' beverage–consumption behavior and, through a questionnaire,
to gauge their attitudes and value judgements about different beverages.
Results
Our research successfully identified a business opportunity for the association.
It was used to develop targeted brand communications that enhanced the
appeal of beverage products to specific age groups.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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