Ensuring the desired brand values are being delivered and helping to inform award-winning marketing
Why the client needed the research
Brains identified four key outcomes required of this research:
To measure awareness of its marketing campaigns and understand the message take-out
To understand perceptions of the Brains brand
To assess current behaviour: propensity to drink Brains beer and visit Brains pubs
To track changes over time on all measures
Our approach
In 2003, we designed a biannual quantitative face to face survey of 600 residents in Brains’ core trading area of South and West Wales. The aim was to gather the information from a representative sample of 18 to 50 year olds who visit a pub/bar 2 to 3 times a month or more often.
In 2005, thanks to our scalable field force capabilities, we were able to expand the survey to 1000 respondents and include more regions: Mid and North Wales had become increasingly important trading areas for Brains. To date, we’ve delivered a total of twelve surveys.
The outcome
In addition to fulfilling the objectives listed above, research also helped Brains win the Marketing Society’s ‘Brand Revitalisation’ award and the National Business Awards’ ‘Marketing Strategy of the Year’ in 2006, beating competition from major international brands such as British Gas, Coca-Cola, Visit Scotland, and Penguin Books.
