Case Study
National Spirits Tracking Study
By Clare Harrigan & Sam Pisani
One of North America's largest providers of alcoholic spirits wanted to conduct a longitudinal study to see how consumers' alcohol purchasing behavior changed over time.
The Challenge
To determine not only how consumers' purchasing behaviors were impacted by advertisements throughout the course of the year, but to also track changes in purchasing across locations.
The Details
N= 32000 on line from Logit's Consumer panel and Offline resources
LOI: 25mins
IR: 10%
The Methodology
Respondents were screened for past 2-week purchases and asked to journal their purchase journey including location and type of spirit purchased.
The Solution
The client leveraged Logit's proprietary consumer double opt-in panel to engage 32,000 consumers of alcoholic spirits within the United States. Respondents were screened for past two-week purchases and were asked to journal their purchase journey, including location and type of spirit purchased. For geographical locations where online sample was insufficient, a combination of online and offline methodologies was used to ensure a representative sample.
The Results
The client was able to quantify shifts in consumption behaviour over time and across multiple locations, allowing them to prioritise product placement to better suit consumer needs. The individual journaling also provided the client with key insights into how consumers approach purchasing spirits, including buying motivation, both in-store and out-of-store.
Clare Harrigan
VP, Client Management
Clare has been with the Logit Group since 2005 and has personally managed hundreds of research studies using different methodologies.
Sam Pisani
Managing Partner
As founder, Sam’s vision has always been to reinvent and reinvigorate data collection within the research industry.