National Beer Brand

Geo-Targeting for ROI-driven Growth

The Challenge

A mature beer brand was seeing a resurgence in several key markets and wanted to identify future growth regions and improve their chances of a successful brand relaunch.

Our Approach

We explored the 24-34 year old population in Chicago and Portland, using MotiveMix attitudinal dimensions to identify key motivations that distinguished this consumer cohort. We then calculated “similarity scores” to gauge which market(s) presented the best matches to the markets the client had already identified as successes for the brand.

The Insight

The application of attitudinal data in combination with demographics yielded a cultural profile of young beer consumers that provided insight quickly and cost-effectively for the client.

The Impact

MotiveMix analysis, combined with Streetscaper input in each market, has helped the brand team develop a more targeted strategy in key markets, and has allowed them to prioritize certain markets over others because of the attitude/lifestyle similarities to markets in which they have already achieved success.

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