Whyte & Mackay: Quick Insights, Quality Spirits
Key Recommendations to Drive Off-Shelf Brand Awareness and Growth
Research Challenge
- Whyte & Mackay utilised BoltChatAI to gauge customer perceptions among a specific target audience regarding a new strategic initiative.
- The focus was on understanding product purchase drivers, price point expectations and primary triggers and barriers to purchasing within the German market.
- Bolt was tasked with finding a specific audience in the German market, with AI moderators conducting the chats and delivering an insight report within 24 hours.
Approach and Solution
- Through precision custom targeting, BoltChatAI's AI moderators interviewed 10 target users in the German whisky market.
- Using custom screening, Bolt conducted 10 AI-driven qualitative interviews with single malt whiskey drinkers and shoppers in Germany (18+).
- Visual stimulus of example products was included as part of the interview to elicit rich, specific feedback.
- Conversations were analysed and key takeaways were summarised and delivered to Whyte & Mackay within 24 hours.
Outcome and Business Impact
- The research output identified key triggers, barriers and occasions for purchasing within the German whisky market.
- The study provided insights into the impact of sustainability, packaging and personalisation on purchase intent and price expectations.
- These qualitative insights empowered Whyte & Mackay to target incremental commercial opportunities within the product space.
- The findings provided valuable consumer feedback for future strategic directions and new product innovation.
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