Understanding consumer preferences is essential for beverage alcohol brands to gain a competitive advantage in the marketplace, but too many rely on big data and statistics. In the video above, Dr. Nicola Nice, CEO of Pomp and Whimsy Gin and Founding Partner of Think Conservatory, emphasizes the importance of qualitative data collection and analysis. Dr. Nice also explains the ways brands can collect this data and apply it.
Brands can collect consumer data through online observation including reviews, comments, and real-time customer feedback on social media and other online platforms. Data collected online must be organized to identify patterns and themes that can provide insights into customer preferences.
Brands can also observe consumers in stores, bars, and at distillery events. This helps brands identify consumer behaviors, preferences, and other important details such as their reactions to particular brands or products. Brands can use this information to make important business decisions when launching new products or improving existing ones.
Another way to collect consumer data is to solicit it directly from consumers. Brands can use feedback forms and open-ended questions to gather information about customer perceptions and experiences. Social media polls and email surveys can also be used to collect feedback. Dr. Nice also suggests conducting in-depth interviews with focus groups, if possible, to gain a deeper understanding.
Once brands have collected consumer data, Dr. Nice recommends identifying patterns and trends in the data to uncover key insights about consumer preferences. These insights can be used to test hypotheses and make informed business decisions.
Where to Collect Useful Consumer Data
Dr. Nicola Nice (0:09)
Welcome back! I am Dr. Nicola Nice from Pomp & Whimsy Gin and Think Conservatory. In our previous session, we talked about why we need deep data—and not just big data—to help drive decision-making as business owners. In this second part, we are going to talk about how we collect this data and what we do with it once we have it to gain a competitive advantage in the marketplace.
Dr. Nicola Nice (0:35)
Qualitative data is all around us; it’s just a matter of systematically organizing it to identify themes and patterns. There are four primary ways to collect it:
- Online Observation: Monitor online product reviews, social media comments, and real-time digital customer feedback to spot recurring themes.
- In-the-Wild Observation: Watch shoppers in retail aisles, observe consumer interactions in bars, evaluate tour guide narratives at your distillery, and track guest engagement at live brand events.
- Direct Feedback: Solicit input through tour feedback forms, social media polls, and email surveys with open-ended questions.
- Depth Interviews & Focus Groups: Conduct 1-to-2-hour qualitative sessions with core consumers and like-minded friends to test product concepts and brand messaging.
Dr. Nicola Nice (4:34)
Once you have collected your qualitative data, you need to analyze it and put it to work:
- Identify Patterns & Connections: Look across all feedback channels for recurring consumer themes to understand why consumers respond the way they do.
- Uncover Key Insights: Translate consumer motivations into actionable brand strategy.
- Test Hypotheses: Validate new flavors, SKUs, or messaging by running ideas back through your consumer data evidence.
Dr. Nicola Nice (5:30)
Qualitative data is a game-changer when pitching wholesalers and retailers. Distributors and buyers already have access to standard Big Data market reports. However, coming into a meeting with clear, deep insights—explaining exactly who your target audience is, how they shop, how they make buying decisions, and why your brand will move off their specific shelves—gives both you and your retail partners a distinct competitive advantage. Use every customer interaction as an opportunity to learn and drive your business forward.
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