Marketing Research on the Consumer Habits of the Whiskey Target Audience
A representative of the client, a producer of strong alcoholic beverages, contacted the specialists at Marketing Consulting Group.
The goal of the research — was to “understand” their consumer.
The main objective was to obtain a narrative description of the consumer habits of the client's target audience, as well as the main lifestyle characteristics of the consumers.
To accomplish this task, it was proposed to conduct a classic focus group interview, divided into relevant content blocks:
- specifics of consumer choice for strong alcoholic beverages;
- typical consumption situations for this product category;
- general associations and expectations from the product among the audience;
- main lifestyle characteristics of the target audience.
The selection criterion for respondents for the focus group was the repeated purchase of the client's products, while for other indicators (gender, age, education, financial status, etc.), maximum diversity was maintained.
Results
As a result of this research, the client received a structured report consisting of the following blocks:
- The range of main opinions, associations, and brand perception patterns, as well as expectations from the products.
- A list of the main scenarios for initial and repeat purchases of a specific brand's alcoholic products, and a list of the main factors for choosing strong alcoholic beverages.
- Characteristics of the client's product consumption practices — format, product pairings, etc.
- Description of the target audience's lifestyle: specifics of leisure activities, vacation preferences, cultural consumption habits (from favorite film directors and TV programs to sports teams supported by audience members), etc.
- Feedback on new product options proposed by the client.
- Audience reviews and recommendations regarding the client's products, brand, and positioning.