Research background
- One of the world’s leading beer brands identified a clearer business growth opportunity in appealing to younger age groups both M&F, 18 yrs to 29 yrs via pack designs.
- To help implement this strategy, our client has explored the need to develop a deeper understanding of most attractive packages communicating cues that appeal to youth in beer & adjacent categories.
Research methodology
- UniqueView conducted 4 focus group discussions with young respondents in Shanghai and Guangzhou.
- Each group lasted around 2 hours.
City Coverage
- Shanghai and Guangzhou
Target Audience
- 18-29 years old
- Male and female
- Regular beer drinker and drink beer in the past 14 days
- Key decision maker for beer selection and purchase for in-home consumption and in-restaurant consumption
- Paying attention to Design/Brands/Packs aesthetics fitting young generation appealing codes & expectations
Research Results
UniqueView was responsible for fieldwork of this project. The research findings helped our client:
- Gain in-depth relevant & powerful understanding of what drives the younger generations appealing to package purchase
- Understand in particular how young generations interact and decode beverage & beers packaging cues.
- Discover what packaging cues are
- inspiring
- relevant
- powerful
- meaningful
- creating bonds & appealing to them
- beyond what is today fashionable & trendy
- These useful information helped our client in their packaging strategy