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Feb 09 2018

Tennents PwithP

TENNENT’S PINTS WITH PUNTERS

The Challenge:

Tennent’s wanted a fresh way to interact with their core target audience and engage key stakeholders on a number of ‘hot topics’ facing the brand and broader category.

What We Did:

We developed a new methodology ‘Pints with Punters’ – fast-paced, co-creative sessions with punters on-trade. Sessions involve several moderators, client teams and key stakeholders working together in groups or individually in ‘speed date’ scenarios with punters. They flex and evolve to suit the needs of the research and allow punters to creatively share, debate and own the problem and solution for the client.

The Result:

Stakeholder engagement and regular touchpoints with core target helping to provide direction on big issues like MUP,  guidance on packaging, new comms or product testing.

Written by Joseph Greenwood · Categorized: Brand Development, Qual & Quant

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The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

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SMWS

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.