Helping a major UK ale brand understand brand & category perceptions
The UK ale market has changed hugely with the emergence of craft beer and numerous new brands entering the market. Our client, a major UK ale brand, needed to understand the ale drinker of today and their attitudes to the client brand.
Opinium conducted an online qualitative Pop-up community amongst current category drinkers, gaining rich insight from tasks such as in pub visits, shopping the ale supermarket and response to brand stimulus.
The outputs & recommendations from the study, such as videos of participants in pub drinking experience, fed directly into a strategic workshop to decide the future direction of the brand.