Validate and Optimize a Target Market

A leading wine and spirits client sought to evolve the brand image of a specific brand in their portfolio—the strongest performing product they offer. After identifying a hypothesized target market of DIY consumers who actively engage in category consumption and usage, primary marketing research was desired to understand these consumers and their receptivity to the brand.

APPROACH

W5 conducted extensive ethnographic research to establish an understanding of how the target market lives, creates, and engages with the spirits and cocktails category through in-home interviews. This exploratory research informed a custom market segmentation to define segments within the target market and identify key opportunities for the brand. Additionally, a survey of past-year purchasers of the specific spirits product was conducted to understand who else purchases, consumes, and uses the product.

RESULTS

The qualitative ethnographic research confirmed the existence of this market within the broader spirits category and profiled individuals who engage not only in consumption but also hosting, cocktail serving, and other related creative activities. This research established a sense of different types of DIY spirits consumers and informed the more robust quantitative research with perspectives on consumers’ attitudes, behaviors, and lifestyles. The segmentation was successful in identifying four segments, two which clearly represented prime strategic targets for the brand. The research validated current market strategies and provided inspiration to guide future marketing communications.