New Belgium Brewing Company
Sterile, corporate focus group spaces full of strangers do not replicate the experience most have when ordering a beer in a bar. So, for New Belgium’s goals of understanding decision-making and brand perceptions of its brews, we took the research into pubs in Phoenix, Seattle and Portland. Periquin moderated groups of friends, spouses and colleagues while they ate, drank and chatted together. Our videographer captured it all on film, and we let craft beer drinkers tell stories in their own words to drive communications and product development. An online quantitative survey augmented the results and led to a new segmentation strategy.
