Ethnography and Activation Research: The Pivot To Online During COVID-19

Ethnography and Activation Research: The Pivot To Online During COVID-19

overview Our client, a maker of flavored alcoholic beverages, was eager to get to know one of their key consumer segments so that they could better address their needs and win more of their business. Initially, the client was interested in using traditional ethnographic research methods and an in-person workshop to glean insights and generate…

Optimizing a Major Brewery’s Seasonal Beer Portfolio Strategy

Optimizing a Major Brewery’s Seasonal Beer Portfolio Strategy

overview When seasonal markets affect your company, you need to be able to predict upcoming trends. But designing an effective forward-thinking seasonal strategy isn’t always easy. Strategies consumers respond to one year can fail the next. Current events, popular tastes, technological advances, and cultural trends all impact consumers’ needs and desires and make predictions incredibly…

Long-Term Online Communities – Perfect for Agile Innovation

Long-Term Online Communities – Perfect for Agile Innovation

overview In recent years, the alcoholic beverage category has seen an influx of new entrants and products. So what can an established, well-known brand do to stay at the forefront of a crowded, ever-changing landscape? A large, well-known alcoholic beverage manufacturer needed a ready-made, cost-efficient way to conduct timely consumer research. Because their industry is…

Vodka Category Segmentation to Drive Communication and Momentum

Vodka Category Segmentation to Drive Communication and Momentum

overview An alcoholic beverage company that owns multiple vodka brands wanted to create a strategy to strengthen each of their brands while limiting cannibalization across brands. At the time, vodka was one of the most popular spirits consumed. C+R conducted a multi-phase study followed by a large-scale quantitative segmentation study to align each brand to its…

The Path to Purchase of Alcoholic Beverages in an Ecommerce World

The Path to Purchase of Alcoholic Beverages in an Ecommerce World

overview In 2020, the onset of the COVID-19 pandemic quickly changed the way that most consumers purchased their consumables in the US, in turn changing the way that retailers offered their products. Out of necessity, the market saw a sharp rise in online ship-to-home shopping, home delivery services, and even drive-up fulfillment. As the pandemic’s…