Thinking, thinking, thinking...
We carried out an extensive customer experience research project within the wine category in order to understand what motivated people to drink wine, how this played out in their wine drinking behaviour, and what it is like to buy wine.
The project included creating a segmentation model to help understand different wine drinkers and what they are looking for.
A key success factor for this work was that we were invited into people’s homes using an online community approach over a couple weeks. They invited us in to witness first hand what wine really meant to them.
