Background & objective :
A leading liquor brand wished to understand in-depth the consumption behaviors on different occasions so their team can work on to enhance drinker experience within the targeted MOT outlets.
Key objective is to help identify potential touch points & implications along drinker’s decision-making process to help client maximize their communication/marketing strategies in the highly competitive MOT outlets.
How we did it :
We used consumer immersion involving 4 stages of approaches i.e. 1)a 7 days’ dairy, 2) in home visit, 3) drink along observation & 4) post interview to detail all the spoken & unspoken significances along a complete consumer journey. During the drink along session, our well experienced videographer adopted a detective role to record as much as possible all the interactions among targets & outlet staff, including PG, bartender & service staff to bring all the truest moments to life for reporting & future workshopping purposes.
Output :
Pen portraited a clear picture of typical drinking occasions based on guy’s night out, girl’s night out & mixed gender’s night out scenarios & Identified useful touchpoints where disruptive marketing designs can be utilized to maximize business volume.
Provided client with suggestions for future communication in terms of developing brand loyalty & building up emotional connection with consumers.