Occasional drinking

Identifying the occasions when people need a specific drink for a specific need …

The issue

Our beverage client wanted to understand the new occasions that people were consuming a wide range of beverages. They wanted to better understand consumers’ needs during each of these occasions and the target messaging and products to meet those needs more effectively.

What We did

Self-ethnography and quantitative research recorded and identified all their beverage occasions and the associated needs. We linked the perceived rational benefits to their underlying emotional motivations, with the help of our ‘Hidden Depths’ emotional enquiry technique.

The outcome

Our work guided an effective product and messaging strategy, focusing on the key emotional drivers of new drinking occasions. It also helped them develop new products to fill a key need during specific occasions.
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