Consumer Insight On Beer

What if you knew exactly what your customers thought about your beer, really and truly knew?

What could that do for your business?

consumer insight is key to knowing your ideal client

Maybe you think you know now…if so, tell me: where do you garner that specific data (aka insight)? Do you have real conversations in person to ask them questions? Do you buy data that supposedly tells you what they think? How do you come by this information?

What do you then do with the information you have? How do you apply it? What do you use it for? How is it a useful tool for you? And when does it get put on the shelf and ‘away’, for another time?

What if you had regular real-time live in-person conversations with your ideal clients? Not just your average customer – not the one the statistical data tells you they are; the ideal one – the real flesh and blood person who buys and drinks your beer? What would that look like?

This insight comes from market research. Market research is only as intensive and expensive, surficial and inexpensive as you want it to be.

To the raging misnomer of market research being expensive I’d reply: it’s going to be waaaaaaay more expensive to NOT know, than it is to know. And it’s pretty damn economical – big ROI – when you do it right, no matter the dollar price. Simple, straight forward, regular.

We’re talking ling term business success.

When you want to know how to best reach your customers, talk to them. Open ended questions to every day drinkers (aka ideal clients) of your beer will yield rich insight you can’t get anywhere else.

When you want to know more tactics on how to talk with your customers to garner the most useful insight, feel free to be in touch. I help beer focused companies do just that: know their customers.

Consumer insight on beer is necessary to survive and thrive. In a market place continually flooding with more choices, it’s tantamount to staying in business. The great news: it’s not hard nor need it be expensive. Just know you need to do it. 

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What Makes Your Customers Happy?

Do you know this answer? If you do – how many replies are there? How many customers did you ask? Did you only ask existing customer? Did you ask potential customers?

Do this exercise to get invaluable and high value insight you can use:

1. Ask current customers, one person and one questions at a time, what makes them happy in relation to your brand and business. Listen, record, thank, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

2. Ask former customers what made them happy about your brand and why they haven’t been around to it lately. Listen, record, thank. Asking them what it would take to get them to return (or return more often) as appropriate will yield constructive insight.

3. Never argue, only listen. This is not the time for a debate or even a discussion. Respect their time and move on.

4. When you get insight that makes you happily cheer, congrats! There’s clearly a fit of What You’re Doing + What They Want.

5. When you get insight that makes you wonder, congrats! This means the customer is giving you open and honest feedback (you asked after all). Thank them sincerely and then examine the insight to see how, what, when it all fits together.

6. All consumer input is valid if asked for an opinion and they responded.

7. Never assume you know what they’ll say. That’s precisely the reason you’re asking. You’re too close to your brand to be objective. You must ask your patrons.

Most consumer insight has applicability. It’s up to you and your team to revisit your mission and vision and see how the input fits and can be used. Hire a pro to interpret the input, as all data needs interpretation to properly utilize it. From stats to opinions – yes, interpretation is necessary.

Why did you start your business? Why do you work where and with whomever you do? Stay in tune with those original drivers, stay in tune with your customers.

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The Most Important Women In Beer Part 2: Non Consumers

When you think about where the growth and sustainability of your beer brand will come from, what comes into your head?

Yes, your existing market support may well maintain. Yes, perhaps men will help you out. We’re talking about new growth here though – looking beyond who is already buying your beers. Who do you see?

new growth is important

Adjust those glasses and realize that women are where it’s at for developing new market share.

Women who are not yet engaged in your brand should intrigue you enough to find out why they don’t participate (yet). Ask them questions, hold focus groups of non beer enthusiasts to find out why, and ask all your ‘regulars’ why they think their non beerophites enjoy it. More importantly invite those non beer people to come talk to you and tell you why.

There are as many reasons as there are people and there are definite patterns and habits. Patterns and habits and reasons can all be addressed WHEN you know what they are. If you don’t know how to mine this critical info properly, hire someone who can get it for you.

Direct insight from consumers and insight from females who are not beer drinkers yet has a whole university’s worth of value to you should you choose to want it and act on it for your brand growth and survival.

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