Emotional Attachment of Beer

How are you attached to beer? I can put it this way instead: what is it about beer that attracts you?

The emotional factors of any good and service are what initially get us involved. If we choose to stay involved, our emotional attachment has begun to develop. What’s the next level, after initial introduction?

Women of all ages have an emotional attachment to beer.

In studying women and beer (qualitative data research) I can tell you there are as many reasons that women get involved in beer as there are women. And I can tell you that there are clear patterns and habits, trends and paths that are common among women and their engagement with beer. That’s good news for beer focused companies.

Are you one of those companies?

If you are, you likely want to know what your customers think about your beer and your brand, no matter what space you hold in the whole beer schema.

If you don’t know or you don’t think you care – your beer will sell itself – stop reading now and go burn your money. I can’t help you.

If you do care, then I can help you more than you can surmise. And it’s not because I think I know it all.

What I do know is this: Women Enjoy Beer. All sorts of women enjoy all sorts of beer. I help dedicated people in beer oriented companies know why women either do or don’t drink or buy (or both) beer. No one else has taken the time or made the deep dive into the asking of open ended questions to hear and record their replies, like Women Enjoying Beer has.

No one.

We know way more than any other resource out there who states they know women and beer. It’s qualitative data – it’s voluminous, messy and it’s rare any sort of company (beer or data) wants to dig into it, though it’s THE best data you can get hands down. Scan (quantitative data) will never tell the full story. So why do so many beer companies buy and reply on that data? It doesn’t divulge the why, which is the absolute key to knowing what your customer wants from your beer.

I personally have come to love this data – this rabbit-hole style input that can go anywhere; it doesn’t fit a mold – it simply reflects what our customers think, do and how they make decisions. It’s gorgeous and incredibly usefully fascinating for the right people who are willing tot wander through the weeds of this data to get to the gold. And gold there is. Qualitative data is a gold rush of insight; quantitative is the leftover denuded landscape from mining scan data.

General reports and extrapolated documents won’t have the depth of use and long-range collected insight like we have. I can tell you exactly what the emotional attachments and detachments are for women and beer.

Emotional attachment is not a sex oriented concern either. Women don’t get all ga-ga over beer any more or less than men do. Women aren’t any more detached from beer than men are. The crux of the deal is this: Beer is for everyone. Our data confirms this over and over again. Our services educate you on how to really maximize the insight clients get access to when we work together.

Beer isn’t for every women. Nor is beer for every man. It’s for the people who want to engage. The emotional attachment is a specific area of research data we have recorded. It’s rich, deep and extremely useful in the right hands and minds. Call us if you are one of those companies.

How are you emotionally attached to you beer?

How are you emotionally attached to your customers?

Buy the book here.

Comments »

The Story

Part of the story has to be the data.” – Dan Wandel, Symphony IRI, CBC 2014

Yes, I’d agree. I respect and like Dan and fully enjoy talking to another pro who’s in research.

AND I’d add that the data has to be both qualitative and quantitative.

Here’s a simple graphic to help you along.

In order for numbers to make sense they need reasons. You need to Qualify the Quantities. If you simply only gather and know the Yes or No type, a strictly quantitative story, you’re missing a world of information. This does the end subject and organization wanting the full picture a disservice.

Make very sure you include qualitative psychographic market investigation on your work. It matters.

Comments »

Cheers to 5 Years of WEB

Last week found a group of revelers and flavor lovers celebrating our 5th Anniversary. I choose one of our local brewpubs for the host location, a cozy room was full of fine folks, and a good time was had by all.

To review:

Women Enjoying Beer is the only company on the planet that specializes in studying women and their relationship with beer. We conduct qualitative research with women, educate both consumers and professionals based on that research and offer business and marketing services for professionals who want to authentically and successful attract the female consumer and buyer.

The brewer leading our beer flight at WEB's 5th Anniversary party

The brewer leading our beer flight at WEB’s 5th Anniversary party

While beer is our specialty category, the information we gather crosses category lines. Once someone shares how they make decisions (qualitative data) and all that surrounds those decisions, then you can affect change. To know the stats (quantitative) is not enough nor is it fully telling of the story.

I think of quantitative information as the bones of a skeleton. The qualitative information is the tissue and muscles, which move the body forward. It makes everything possible. A skeleton without tissue is not very useful.

Thank you to everyone who joined the celebration. We gathered for a pre-program beer, chatted and met new folks, then moved into the evenings agenda. The brewer of the brewpub was on hand to share and educate about the flight that was included. Once he was finished, I shared a talk about beer’s 10K years of herstory til now, in a very abbreviated fashion.

In the spirit of the season and reason for gathering, everyone received a goodie bag as well as kept their initial beer glass. New friendships were made, delicious flavors were had by all and the group wandered home happy.

Thanks to them and all of you as we head into year 6. Cheers to a very tasty, peaceful and fun New Year ~

Beer Menu:

Wild Trail Ale, I Love Oregon Ale, Victory Lager, Amber Ale, Twin Plunge IPA, Steel Cut Oatmeal Stout, Noble (coffee) Stout, Malbec barrel aged Barleywine.

Comments »

A Few More Statistics

A few of the incredible professional beer community members

Because we study and gather qualitative psychographic data, it’s interesting to read quantitative stats. Fascinating!

  • As of March 2012, there were 1,989 operating breweries in the USA.
  • American small and independent breweries provide well over 100,000 jobs. Think of the end number when you add the large brewery employees!
  • The small and independent breweries produced somewhere in the range of 11.47 million barrels in 2011.
  • Over 4000 beers were entered in the 2012 World Beer Cup competition, which included 95 styles from 56 countries judged by 215 from 29 countries.

To celebrate our American Beer landscape, look for festivals, events and other beer related goings on. WEB is involved in many focused on fun education. If you’ll be at SAVOR June 8 & 9 2012 in Washington DC, be sure to look for us there.

Stats courtesy of Brewers Association

Comments »

Focused Group

One of the best resources I have come across, and then promptly devoured, was this book. Judy Langer is an extremely accomplished and still seemingly very excited researcher.

Her book helped me understand what I needed to understand to conduct proper research. It’s a tome for qualitative research.

Like Judy, I highly enjoy the research part of Women Enjoying Beer. And quite frankly I was surprised with how engrossing it is. Interesting people who want to talk and share and ponder, tons of eye opening insights, lots of repeat ideas (which is good = trends, patterns), and in general interesting psychology.

The reward is even greater for all parties since you’ve done well by the subjects and the clients.

It should be productive fun – this book helps make it so for me.

Comments »

Focus Group Information Series

This week I’ll offer insights per specific focus group input.

Let me first say, by now I’ve conducted numerous focus groups, all women (men are next), age ranges from 21 – 80+. The majority of those who have attended focus groups so far have seemed to be in their 30’s to early 50’s. The data I collect is qualitative psycho graphic – meaning the information is based in how people

Focus Group Beer Samplers await

Focus Group Beer Samplers await

feel, what they value and so forth.

Beer is an emotional “thing.” It evokes strong feelings – both of enthusiasm and otherwise. Qualitative data WEB collects is reflective of how people, specifically women, react to beer and interact with it.

If you want numbers, I can give them to you as well. For now, I’ll use words such as majority, minority, most, fewer, etc.

Judith Langer, The Mirrored Window, sums it up well. Paraphrased she tells us qualitative information goes way beyond demographics, attitude and behaviors. It involves body language, voice variations, emotions. It’s about how people live, what they think, how they live, what they value.

Why Women Enjoying Beer?

  1. Because of the people involved in the beer industry. They are, almost without exception, engaged, progressive, thoughtful, fun, intelligent people. That makes me want to contribute to their further success.
  2. Because I am the poster child of who your market is (I was there 7 years ago) so I can speak to the journey of beer discovery and therefore am a good resource to help grow the female market share.
  3. Because the consumer angle needs attention. It needs to come right from the consumer, not from industry experts”, pure unadulterated information. The female consumer, at 50.9% of the population, will and does significantly impact beer sales.
  4. Because it’s about opportunity. Females able to enjoy beer and grow their knowledge and therefore their patronage, breweries to accurately and authentically develop that segment of the market. Gender is incidental in many ways – and still needs to be addressed.

So tune in this week, share it forward. There’s way more where this comes from.


Comments »