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Topline
Qualitative research enables us to see through the eyes of both wine consumers and the wine trade.
There are a variety of methods used to elicit data from both consumer and trade respondents. These methods are effective either used in isolation or combined, to gain perspectives from different sides and answers to a variety of complex questions. This form of research is used very successfully to help explore business questions that require a more in-depth line of enquiry, are complex, or are of an exploratory nature. Qualitative research does not involve analysis of numbers using statistics and the findings of this form of research cannot be said to be statistically significant, primarily as a much smaller sample size is used.
Due to its very nature, qualitative research is much more flexible than quantitative research, meaning we can explore almost any issue a client requires.
Contact us to discuss whether qualitative research can help your business develop.
What forms of qualitative research can we do?
Seeing through the eyes of the TRADE
- Facilitated email groups - online groups where industry experts discuss a range of research questions, whilst remaining anonymous
- Depth interviews - detailed in-depth face to face or telephone interviews with key members of any sector of the trade
Trade qualitative research can help answer business questions such as:
"What is the trade perception of the value and quality of the wines from my region?"
"In which channels are the best profit opportunities for my wines?"
"How does my company stack up against my competitors in the eyes of the trade buyers?
Seeing through the eyes of the CONSUMER
- Focus groups: Discussion groups with 3-9 respondents in each group. Clients can view the groups. Perfect for new or current package design testing, brand/business positioning research, advertising research etc.
- Depth Interviews: For more specialist groups, we carry out depth interviews - with 1 or 2 people. Perfect for accessing hard-to-reach consumer bases.
- Accompanied shopping: Observation research investigating how consumers behave when shopping for wine, what prompts purchase and why, how promotions affect buying choice.
- Mystery shopping: Acting as consumers, we can investigate the performance of your on- or off-trade brand, products or service levels
- Diaries: Consumers are asked to keep diaries related to their wine buying or consuming habits.
Consumer qualitative research can help answer business questions such as:
"How is my retail brand perceived by my customers and non-customers?"
"How could I better position my retail brand for my target audience?"
"What are the consumer barriers to buying more expensive wine from my region?"
"What will encourage consumers to spend more on my wine more frequently?"
"How are my wines bought and used in the context of consumer wine buying?"
"What new products or range developments will have the most chance of success with my target audience?"
Testimonial:
"For me Wine Intelligence is the premier Wine Research Company because it combines a deep understanding of the world wine industry and a profound knowledge of wine consumer behaviour. Its work was very professional and surpassed my own expectations with novel approaches and good analysis"
Andres Celedon, San Pedro
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