This research proposal aims to conduct 4 research activities to understand the South African market's perceptions, behaviours, and attitudes towards flavoured alcoholic beverages (FABS). The research will focus on
Current FABS consumers to gain insights into their purchasing decisions, pain points, and overall repertoire How FABS can recruit consumers from other alcohol categories The role of alcohol by volume (ABV) in a consumer's purchase decision. How external factors have influenced consumer purchasing and drinking behaviour in the past 24 months.
Yazi proposes 4 research activities that will run for a total of 8 weeks. The research activities work together to provide a in-depth look into perceptions, views and behaviours of consumers as they interact with FABS.
(1) Profiling Survey
Objective: Gain an understanding of the behaviour influence and attitudes regarding FABS and uncover sub-segements
Sample Size: 3,000 (1,000 for each FAB segment)
(2) Diary Study
Objective: Understand FABS interactions over the course of 3 weeks in greater detail.
Sample Size: 900 (300 for each FAB segment)
(3) Video Recording
Objective: Gather in-depth data about respondents’ behaviours, attitudes and influences regarding FABS through observation.
Sample Size: 60 (20 respondents from each segment)
(4) Stack-Rank Survey (modelled after psychographic tests)
Objective: Uncover preferences that each segment has in tailored scenarios. This survey mimics that of a personality or psychographic test where respondents might feel torn between one option and another but ultimately have to choose an answer that they resonate with most
Sample size: 1,500 (500 respondents from each segment)
The following audience is proposed for each of the 3 segments
Communication with respondents and all data collection will come through WhatsApp. Respondents will be informed about future research activities and their associated incentives after completing the profiling survey. For the diary study research activity, respondents will be awarded a higher incentive for completing entries for 3 weeks in a row compared to those who only submit 1 or 2 entries.
The market research will produce the following deliverables:
Goal or Outcome
This quantitative and qualitative study will provide insights into how FABS fit into the overall repertoire of current consumers. The results will help identify the occasions and factors that influence the purchase and consumption of FABS, the role of FABS in the consumers' overall beverage preferences, and the potential for brand loyalty and word-of-mouth recommendations. These insights will enable you to optimise your FABS products and marketing strategies and enhance the overall customer experience.
Profiling existing behaviours Push-pull factors for FABS consumption Decision-making around FABS Where FABS fits into drinking repertoires Non-FAB drinkers and FABS Changes in consumer purchasing and drinking behaviour
Notes on Research Methodologies
Profiling survey in WhatsApp
It is important that a large sample is initially surveyed as we anticipate some drop-off in future research activities from some of the respondents. Each survey will contain 15-22 questions. Mostly multiple choice, multi-select questions to profile behaviour and attitude with a few open text questions
Diary study or longitudinal data collection
This data collected will be a mixture of qualitative and quantitative
It will only be available to a select 300 people per segment Consumption of FABS & ABVS - how much and the details of where & when [multiple choice, open text, video, pictures] Decision-making process and factors Marketing encounters throughout the week Advice, feedback and proactive thoughts about what would influence them more
Mitigating bias - Respondents will not be incentivised more if they say that they have consumed or purchased a a high metric of FABS. Respondents are only incentivised for the entry itself.
Video Response survey
6-12 questions to each respondent that will require a video response of 30sec - 2 min in length Long-form responses about their experiences with FABS Sample of respondents will be representative within segments - people who consume a little - a lot
Stack rank or “Would you rather survey”
Each survey will contain 15-22 questions, mostly multiple choice, multi-select questions
Respondents are presented with bundles of different scenarios and product features and forced to choose the option they most resonate with. This technique enables us to quantify the value of features/product attributes by proposing similar scenarios but at different price points. The broad focus areas are:
Social influence (perceptions) Event or scenario influence Product feature influence
The proposed market research will provide valuable insights for the FAB company to understand their target audience's preferences, attitudes, and behaviours towards FABs. The research will enable the FAB company to develop more effective marketing and sales strategies that resonate with their target audience.