The brief: VCT Europe hadn’t done any recent qualitative exploration for one of their key wine brands, and were looking to boost sales through signalling a dependable choice for all occasions. They wanted to build foundational understanding of consumer perceptions of the brand, explore whether it’s seen as a dependable safe choice, and if not, how this could be achieved.
What we did: Motives interviewed 20 brand non-rejectors (including several customers) exploring what the brand means to them, what moments it’s for and how successfully it currently cues quality/ dependability. We shared current and previous bottle designs for feedback on what impression they created of the brand.
What we delivered:
- A clear breakdown of strengths, and areas where the brand lacks the equity to be the safe choice, across taste, trust, value and other areas
- Strategic considerations for boosting brand perceptions
- A clear mental price-tier map describing how consumers rank different wines from budget to premium
Why Motives?:
- Exploration - a 45-minute interview allowed participants to be expansive, allowing us to capture both the spontaneous and the more considered
- Sharing stimulus - getting in-the-moment responses to visual stim
