Repositioning a brand in a declining category
Photo by Christin Hume on UnsplashThe challenge
The brand was operating in a declining category within the beer market, and was also suffering from global Covid restrictions reducing on-trade consumption.
As a result, the owner wished to reposition the brand as a midweek and “at-home” product in order to attract new consumers and drive up consumption occasions, and it had commissioned designers to develop several marketing communication routes and executions to drive this change.
The role of our research was to identify the most effective route, and to determine how the executions could be optimised for cut-through and impact.
“You get the richness of qualitative married with the robustness of numbers.
So it helps you in decision-making. A qual output with a sample of 40 or more means there is more confidence behind those insights.
All this with a very impressive turn-around time means that you can be very agile with your own project workstream”
Our approach
We recruited a sample of 200 existing and target new customers. The research began with an immersive stage, which was followed by an overview of the proposition, and then detailed exploration and comparison of the routes and executions under consideration.
The Deepr difference
The research was completed within a week. The sample size gave the client confidence in the veracity of the findings, especially since participants were not able to compare answers and so gave truly independent feedback.