We specialise in both quantitative and qualitative research methods to build evidence and insight
We provide the following research services:
Consumer and trade interviews, focus groups and surveys
Focus and dinner party groups, accompanied shopping and ethnographies
Online and in-store NPD advertising and label testing
Expert and consumer liquid testing and evaluation
Brand development and positioning testing
The global wine consumer survey
How do we gain our insights?
In addition to qualitative research methods and secondary sources, many of our insights are gained through Vinitrac®, our wholly-owned global survey of wine drinkers that monitors and tracks their attitudes towards and behaviours with still and sparkling wine
Our standardised services include:
Click on the brochures to learn more about our Brand Health Tracking and Label Testing Service
The Wine Profiler
The Wine Profiler draws on the expertise of London-based market research companies the IWSR and Wine Intelligence.
The interactive platform provides a global overview of the still wine market, as well as now covering 20 of the world’s leading imported wine markets by value and includes information on the leading brands, market size, value and respective consumer metrics. These 20 countries represent over three in four bottles of imported wine consumed globally.
The web-based platform can drill down at a brand level to look at sales volumes over time, who is buying a brand, and how perceptions of a brand have changed over time. This can then be compared with up to 50 brands per market, across 20 markets. The Wine Profiler has a charting tool and can export your analysis into Excel. It also offers a database of innovations in a given sector, by market, which is updated quarterly.
The Wine Profiler markets include:
Australia • Belgium & Luxembourg • Brazil • Canada • China • Denmark • Finland • Germany • Hong Kong • Japan • Ireland • Mexico • The Netherlands • Norway • Poland • Singapore • South Korea • Sweden • United Kingdom • United States
The interactive web-based platform enables users to generate cross-tabbed charts and data tables at the click of a button. As well as brand-level data, users can compare The IWSR’s sales trend data and Wine Intelligence consumer behaviour data at a market level.
Research Case Studies:
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The Benevolent, a charity dedicated to support members of the UK drinks industry, wanted to understand how workers within the UK drinks industry felt about their own mental health, what systems of support were in place within organisations and where they as a company could best support.
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Many times wineries change their labels without taking into consideration how consumers perceive the labels or the brand. This is not the case, however, with Santa Carolina, who makes important brand decisions with the support of consumer research.
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Founded in 1924, Consorzio della Valpolicella DOC consists of more than 2,000 entities among vine growers, wine makers and bottlers based in the Valpolicella wine production area.
Case study: The Benevolent
Understanding mental wellbeing within the UK drinks industry
BUSINESS CHALLENGE
The Benevolent, a charity dedicated to support all members of the UK drink’s industry, wanted to understand how workers within the UK drinks industry felt about their own mental health, and what systems of support were in place within organisations. The objective of the study is to define industry worker needs, and understand where organisations in general, and The Benevolent in particular, can best support.
SOLUTION
Wine intelligence used a quantitative and qualitative research to help inform the current situation from the points of view of workers, HR leadership and senior management.
An online survey made available to all industry workers in the UK supplemented by in-depth interviews, covered the following areas
• Causes of poor mental wellbeing
• Attitudes towards mental wellbeing at work
• Challenges encountered when seeking help
• Supportive measures from the workplace
IMPACT
The findings were used to help The Benevolent with the following:
• Raise awareness to mental wellbeing within the industry
• Offer organisations some insight as to how they can help their workers maintain positive mental wellbeing, and make provision for those suffering mental health issues
• Reinforce the objective of #NotAlone campaign to advocate for a stigma free conversation within the workplace
• Promote The Benevolent’s mental health services
TESTIMONIAL
“When we decided to embark on this challenging project we knew that there would have been only one agency to work with: Wine Intelligence. The project has been brilliantly managed, the report delivered on time with the schedule, and the team managed to provide us with valuable findings incredibly useful for our future projects. We couldn’t be more proud of this project, so thank you to the team at Wine Intelligence for your fantastic work. “
Alessandra Brugola
Marketing & Communications Manager
The Benevolent, the Drinks Industry Charity
Case study: Santa Carolina
Brand assets in Japan
BUSINESS CHALLENGE
Many times wineries change their labels without taking into consideration how consumers perceive the labels or the brand. This is not the case, however, with Santa Carolina, who makes important brand decisions with the support of consumer research. For this project, Santa Carolina wanted to understand the perception of one of their brands in the Japanese market and what worked/didn´t work about their label.
SOLUTION
Wine Intelligence ran a series of focus groups with relevant consumers. Half of the groups were composed of current consumers of the brand and half with potential consumers. In this case we collaborated with trusted local research professionals to help understand the specific cultural elements of the Japanese consumer.
IMPACT
The client could learn first hand how the brand was perceived among consumers. This allowed them to make improvements very confidently as they knew what consumers liked and disliked about the current label.
TESTIMONIAL
“Our relationship with Wine Intelligence has been around for several years and little by little we have been discovering new products and potentialities in the services they provide us. The fact that we can count on a reliable, expert and globally arrived partner is of immense value to us. The work we have recently done in Asian markets, North America and Brazil, do nothing more than reaffirm the value that this relationship brings to our business”
Paola Korach
Marketing Director
Santa Carolina
Case study: Consorzio di tutela vini della Valpolicella
Measuring performance of Valpolicella wines
BUSINESS CHALLENGE
Founded in 1924, Consorzio della Valpolicella DOC consists of more than 2,000 entities among vine growers, wine makers and bottlers based in the Valpolicella wine production area. The Consortium wanted to deepen its understanding of the performance of Valpolicella wines in the key export markets in order to put in a place an effective communication/promotional strategy.
SOLUTION
We were able to test the level of awareness and purchase of Valpolicella wines in US, UK and China by adding Valpolicella and Amarone names in our Vinitrac® omnibus survey.
Also, to answer to the Consorzio’s request, we adapted the WI US Compass model to the specificities of Valpolicella wines in order to identify the most attractive States for the associated wineries
IMPACT
The Consorzio received:
- Insights on the performance of Valpolicella wines in the markets analysed against other competitors and on the effectiveness of marketing spend
- Information on the profile and wine-drinking behaviour of those who consume wines from Valpolicella to use to improve their marketing strategy
- A shortlist of US States where to focus their promotional activities
TESTIMONIAL
“Buona copertura di mercato anche in zone difficili da monitorare, con particolare attenzione al consumatore finale. Professionalità nei report fatti e nelle tempistiche di consegna. Consideriamo Wine Intelligence un partner affidabile per la profilazione del mercato.”
Olga Bussinello
Direttore
Consorzio per la Tutela dei Vini della Valpolicella