Our partner in the alcoholic beverages industry sought to assess the efficacy of its new brand positioning strategy by testing a creative animatic. Through the deployment of a the animatic, the company enlisted HarrisX to gauge consumer reactions and identify potential areas for refinement, thus ensuring that their brand positioning resonated authentically and compellingly with their target audience, ultimately fostering brand loyalty and market success.
The brand wanted to understand the degree of resonance the concept had with core consumers, the impact of the concept on perceptions of the brand and celebrity owner and any associated risks therein, and whether the creative animatic had legs more broadly without celebrity association.
Drinkers surveyed
In the qualitative phase of our research, we conducted two online focus groups engaging participants aged 25 to 45 who had consumed tequila within the past three months. The participants were segmented into two distinct groups: Competitive Brand Drinkers, comprising those loyal to competitive premium tequila brands, and consumers who specifically favored our client’s brand. Through these focus groups, we aimed to delve deep into the attitudes, perceptions, and preferences of each subgroup, extracting valuable insights into their experiences and perceptions regarding their chosen brands.
In the quantitative phase of our study, we conducted an online survey of 2,097 tequila drinkers. Within this cohort, we further segmented respondents into distinct subsets: 1,794 individuals constituted the subset of Premium Tequila Drinkers, while 292 respondents were identified as drinkers of our client’s tequila. Additionally, we included a comparison group of 500 respondents who identified as Premium Liquor Drinkers but did not specifically consume tequila.
1808 I St NW,
Floor 5,
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United States
Floor 63
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United States
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London SE1 0SU,
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Toronto, Ontario
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