Diageo shared consumer sentiment toward its new Baileys Mini paper-based bottles, and the early findings were promising. Developed in partnership with PA Consulting and unveiled earlier this year, the Baileys bottles are primarily (90%) made of paper, with the remaining 10% consisting of a plastic liner (9%) and a foil seal (1%). Designed for easy recycling without needing to separate the liner, Diageo distributed two thousand samples of the 80 ml mini bottles to consumers at the Time Out Festival in Barcelona in May. Of these, 310 consumers participated in quantitative research via a questionnaire, while 37 provided more in-depth feedback through qualitative surveys.
Diageo's Qualitative Research Insights:
Dave Lütkenhaus, Diageo's Global Sustainability and Innovation Director, emphasized their commitment to continuous improvement based on consumer feedback. This case underscores the critical role qualitative research plays in refining product offerings and enhancing consumer satisfaction in the alcohol industry.
Gain a profound understanding of your target audience’s motivations and behaviors. Our qualitative research delves beyond surface-level data, revealing the underlying factors that drive consumer decisions in the alcohol industry.
Craft compelling marketing messages that resonate with your audience. By understanding the emotional and psychological drivers of your consumers, you can develop campaigns that connect on a deeper level, enhancing brand loyalty.
Leverage detailed feedback to innovate and refine your products. Insights from our research help you tailor your offerings to meet the specific tastes and preferences of your consumers, increasing the likelihood of market success.
Stay ahead of market trends and consumer expectations. Our qualitative insights provide you with the knowledge to anticipate changes and adapt your strategies, positioning your alcohol brand as a leader in the industry.
Detailed analyses highlighting key findings and actionable recommendations derived from qualitative data.
In-depth profiles based on authentic feedback to guide your marketing and product strategies.
Customized plans to effectively implement insights across your brand initiatives.
Collaborative workshops with your team to align on insights and determine next steps.
Gain a profound understanding of your target audience’s motivations and behaviors. Our qualitative research delves beyond surface-level data, revealing the underlying factors that drive consumer decisions in the alcohol industry.
Leverage detailed feedback to innovate and refine your products. Insights from our research help you tailor your offerings to meet the specific tastes and preferences of your consumers, increasing the likelihood of market success.
Craft compelling marketing messages that resonate with your audience. By understanding the emotional and psychological drivers of your consumers, you can develop campaigns that connect on a deeper level, enhancing brand loyalty.
Stay ahead of market trends and consumer expectations. Our qualitative insights provide you with the knowledge to anticipate changes and adapt your strategies, positioning your alcohol brand as a leader in the industry.
Detailed analyses highlighting key findings and actionable recommendations derived from qualitative data.
In-depth profiles based on authentic feedback to guide your marketing and product strategies.
Customized plans to effectively implement insights across your brand initiatives.
Collaborative workshops with your team to align on insights and determine next steps.
We design research methodologies that align with your specific objectives, ensuring relevant and impactful insights.
Our experienced moderators facilitate open and honest discussions, extracting meaningful information from participants.
We interpret the data to provide clear, actionable recommendations that align with your brand’s goals.
We work closely with your team throughout the process, ensuring insights seamlessly integrate into your broader strategy.
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