innovative research & consultancy
From the outset, we resolved not to use focus groups - because we were unconfident of their value. Stated simply, most people are too uncertain of their own thoughts on wine to be able to express them accurately in front of a group of strangers. Instead, we prefer to meet large numbers of genuine consumers at public events such as exhibitions and sporting events, where we invite them to look at and sample wines in ways that replicate the kind of experience they might have when actually doing their shopping.
This is combined with sophisticated online research, and with thoughtful and well-informed consultancy.
Researching the way that consumers like to describe wines themselves