Heineken were looking to better understand the decision path for Beer, Cider and the rapidly growing Craft Ale sector as well as to identify touchpoints and opportunities to influence choice along the shopper journey.
A comprehensive mix of techniques enabled us to capture shoppers’ thoughts and experiences, throughout the day, at home, at work or play, and in store, and identified a wide range of opportunities to interact with and influence shoppers throughout the Awareness – Purchase – Consumption cycle.
mobile ethnography
accompanied shops
observations & intercepts
