Alcohol Beverages
Selected Project Summaries
Type of Project Methodology Specific Research Objectives Business Application
New Product Development & Positioning Focus groups
with consumers
  • Gain insight into the appeal and potential of a new product idea in terms of:
    • Taste
    • Packaging
    • Alternative names
    • Alternative Positioning
  • Provide direction for product development
Line Extension Concepts Focus groups
with consumers
  • Understand the appeal and potential of several line extension ideas
  • Provide direction for product development
Line Extension Product & Packaging Mini-groups
with consumers
  • Explore reactions to the:
    • Product idea
    • Packaging
    • Prototype flavors
  • Provide input toward refining:
    • Product Prototypes
    • Packaging
  • Help determine which flavors to pursue
New Product Development Focus groups among “trier-acceptors” and “aware non-triers” in the test markets
  • Explore sources of awareness
  • Uncover trial barriers and motivators
  • Gain insight into attitudes toward and usage of the product
  • Help guide communications for the product roll-out
Packaging In-depth interviews
with consumers
  • Explore reactions to alternative packaging designs
  • Help guide bottle and label changes intended to elevate the brand’s image
Advertising Focus groups
with consumers
  • Explore reactions to evolutionary advertising executions
  • Probe reactions to a new tagline
  • Help determine whether evolutionary advertising is on strategy