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Our client, Diageo, sought a comprehensive understanding of alcohol consumption habits across various regions of South Africa to strategically position their brands and compete effectively.
We employed a qualitative market research approach, leveraging influencers across urban areas in South Africa. These influencers were tasked with gathering real-time insights at both daytime and nighttime venues, focusing on the consumption behaviours of attendees. This data would provide
Diageo with actionable insights to refine their budget allocation and ensure competitive dominance.
Influencers in key regions across the country visited nightlife venues and events to observe and document the consumption patterns of alcoholic beverages. The influencers captured video content showcasing which brands were being purchased and consumed. They also conducted informal
interviews to understand the reasons behind venue choice and attendee preferences, submitting weekly reports every Monday.
Influencers in key regions across the country visited nightlife venues and events to observe and document the consumption patterns of alcoholic beverages. The influencers captured video content showcasing which brands were being purchased and consumed. They also conducted informal
interviews to understand the reasons behind venue choice and attendee preferences, submitting weekly reports every Monday.
The influencers were integral to gathering on-ground insights and trends before they fully manifested. They provided a blend of visual content and written reports to give Diageo a competitive edge in understanding consumer behaviour.
This internal research helped Diageo make more informed decisions regarding budget allocation for various alcohol brands. By understanding emerging trends and consumption habits early, Diageo was able to adjust marketing strategies and product placements to better resonate with consumers,
ultimately leading to more effective competition with other brands.
tash@impactaagency.com
