Millennial Wine Consumers Case Study

Foundational Insights Development - Deep Dive

Case Study

  • CATEGORY:Wine & Spirits
  • TYPE:Foundational Insights Development

We utilized our proprietary insight mining and synthesis software, InsightsBase, to connect, mine, and synthesize primary and secondary research in the Wine category.

This synthesis utilized a comprehensive category-specific taxonomy or coding scheme to structure knowledge from diverse information assets.

We used this synthesis to build in-depth profiles of key consumer segments, spanning path-to-purchase, and to develop topic-specific integrated insights.

These evidence-based profiles of consumer decision journeys, and integrated insights on key topics, provided a framework for developing marketing ideas.

Multi-Source Synthesis
Primary Qualitative and Quantiative Studies, Category Sales Reports, Secondary Research including reports relating to Millennials attitudes and behaviors, Ph.D. Dissertations on specific wine topics, Whitepapers and Presentations by Industry Experts.

Evidence-Based Narrative Synthesis.

Tool and Process
InsightsBase - knowledge structuring including coding through granular wine taxonomy, knowledge integration, and deductive and inductive insight mining.

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