Research of perception of design of dessert alcoholic drink

Client: Galicia Distillery

Before releasing a new brand of fruit and berry dessert alcoholic drink, the manufacturer developed various concepts for the appearance of the label and contacted MCG with a request to test these samples among representatives of the target audience.
Focus group interviews are traditionally considered the most suitable research method for such tasks.

Work progress

A series of focus groups was conducted with representatives of the target audience — women in different age segments: 18-25 years old, 26-35 years old, 36-45 years old, 46 years old and older, who regularly (at least once a month) drink liqueurs or other dessert alcoholic drinks from fruit and berry. To preserve the regional diversity of the target audience to each focus group, participants were evenly invited from the five largest cities of Ukraine — Kyiv, Kharkiv, Dnipro, Odesa and Lviv.

The first half of each focus group involved a discussion about practices of purchasing and consuming of this type of alcoholic beverages, and the general wishes and fears associated with them (including regarding the desired design of the container). In the second half of the conversation, participants were shown specific examples of bottle design, which they were asked to discuss, evaluate and improve. The expected price of the product was also measured — that is, how much the audience thinks a product with standard consumer characteristics, but a different design, should cost.

Research results

As a result of the research, the customer received a detailed description of the main perception patterns of this category of products (current stereotypes, associations, habits, typical purchase and consumption situations), as well as a set of general recommendations and wishes regarding the design of the corresponding products.

A detailed analysis of each of the four label design options with the expected price and a set of recommendations for improvement from representatives of the target audience was also provided.

In addition, a qualitative analysis of the assessments made it possible to discover some patterns in the perception of different design options by representatives of different age segments. This will allow the client not only to choose the design option that will be the most suitable for the audience, but also to better understand how these wishes are formed.