ABInBev wished to establish how prominent its portfolio of offerings were in the market (in a competitor context), identifying motivators and barriers to consideration.
An online quantitative study was conducted with 2,000 respondents (customers and non-customers), with ‘spontaneous’ as well as ‘prompted’ awareness measured in relation to beer brands. Product specific drilldown was then undertaken for the ABInBev propositions.
ABInBev were able to more effectively target their communication strategy – to customers and non-customers (based on the findings, and subsequent profiling analysis conducted).
