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The Wine Drinker Engagement Pyramid and Socialgraphics

2 September 2010

One of the best ways I’ve seen of deciding how to utilize social media in the wine world is the Engagement Pyramid. Watchers are at the bottom with increasing involvement and decreasing numbers as you move up the pyramid to Curators. It’s part of a strategy that asks
- where are your customers online?
- what are your customers’ social behaviors online?
- what social information or people do your customers rely on?
- what is your customers’ social influence? Who trusts them?
- how do your customers use social in regards to your brand?

People drink other People’s Wines: the influence of others’ advice

15 July 2010

Tony Spawton on why consumers buy wine. He says, ‘the expectations of the consumer varies with the occasion for which the wine is purchased. The wine consumer is promiscuous in brand, price, region and style so to suggest that the consumer is stuck in one category is a fallacy. Consumers are most influenced by the advice of others “people drink other peoples’ wines” a phrase I coined in the late 1980′s. Brand is important as a choice factor and variety is a given. Another phrase of mine is, “the package sells the first bottle the wine maker the second”. The extrinsic attributes need to be distinctive to break though the clutter and jog the consumer memory whether in the retail store or the restaurant.’

What is most important to wine consumers? Is it selection or price or both?

12 July 2010

We don’t make the purchasing experience easy for consumers. There is an overwhelming number of SKUs to choose from, many labels look the same, the classification by wine origins is not obvious for everyone. For most consumers, it’s intimidating. It has been established that in average, consumers make a wine selection in 40 seconds, [so wine labels] being visible is important (care of Isabelle Lesschaeve, wine researcher).

Plan to start a long tail online wine store?

6 April 2010

I had this great idea. I’d create a website that appealed to all those wine connoisseurs who loved niche wines. I’d work with wine retailers around the world, to offer niches, to wine lovers around the world. Here’s the key part of the wine marketing plan that was aimed at a particular group of wine drinkers called Experimenters and their particular needs.

Wine Marketing: Different Wine Consumers (4)

23 January 2010

I stumbled across this 18-month study commissioned by Constellation Wines US on Wine and Vines. Ties in nicely with the other studies I’ve seen in the wine and alcohol beverages industry. Key points for a local wine retailer are: Traditionalists – Shop at retail locations that make it easy to find favorite brands…

Wine Internet Marketing: Five Wine Store Sub Markets

11 January 2010

There are a number of submarkets within wine online stores: 1. Wine Gifts, 2. Wine Clubs, 3. Single Wine purchase by individuals, 4. Corporate beverage purchases including wine 5. Special events such as weddings that include wine purchases.

Wine Marketing: Different Wine Consumers (2)

12 December 2009

The best academic research on wine drinkers is an Australian study that I believe is also very applicable to the US, UK and New Zealand. The Segments are: 1. Conservative, Wine Knowledgeable Wine Drinkers (20.9% of wine drinkers); 2. Image Oriented, Knowledge Seeking, Wine Drinkers (22.3%); 3. Basic Wine Drinkers (16.8%); 4. Experimenter, Highly Knowledgeable Wine Drinkers (19.0%); 5. Enjoyment Oriented, Social Wine Drinkers (20.9%)

Wine Marketing: Different Wine Consumers (1)

11 December 2009

If we can understand why people buy and consume wine then we can create better ad copy, website content and emails. So I’m doing some of posts on different wine consumers, or “segments”. This wine drinker segmentation is based off analyzing Amazon wine book categories. It provides some excellent ideas on website content.