VIACOMCBS / PARAMOUNT
Multicultural Alcohol Category - Cultural Insights / Category Strategy
The question
At a high level, consumer behavior within a category can appear relatively straightforward.
But broad demographic labels can hide important differences in motivations, cultural connection, shopping behavior and brand relationships.
The work explored how cultural background, identity and life experience shaped the way different audiences related to the alcohol category.
The signals
The research revealed meaningful differences in what people valued, how they approached the category, how culture influenced certain choices, and what role brands played in purchase decisions.
It also showed that meaningful differences existed not only between demographic groups, but within them
The gap
The issue was not a lack of data.
The risk was averaging away the differences that mattered.
A broad audience label could make very different motivations look the same and lead to strategies that were technically targeted but not particularly insightful.
What became clear
Culture influenced more than product preference.
It affected how people related to brands, how they learned about the category, what they valued and how certain products connected to identity or experience.
The Influence
The work gave teams a more nuanced foundation for thinking about audience, positioning and category strategy - moving the conversation beyond demographic differences toward the reasons behind them.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Follow our strategic perspectives
VIACOMCBS / PARAMOUNT
Multicultural Alcohol Category - Cultural Insights / Category Strategy
The question
At a high level, consumer behavior within a category can appear relatively straightforward.
But broad demographic labels can hide important differences in motivations, cultural connection, shopping behavior and brand relationships.
The work explored how cultural background, identity and life experience shaped the way different audiences related to the alcohol category.
The signals
The research revealed meaningful differences in what people valued, how they approached the category, how culture influenced certain choices, and what role brands played in purchase decisions.
It also showed that meaningful differences existed not only between demographic groups, but within them
The gap
The issue was not a lack of data.
The risk was averaging away the differences that mattered.
A broad audience label could make very different motivations look the same and lead to strategies that were technically targeted but not particularly insightful.
What became clear
Culture influenced more than product preference.
It affected how people related to brands, how they learned about the category, what they valued and how certain products connected to identity or experience.
The Influence
The work gave teams a more nuanced foundation for thinking about audience, positioning and category strategy - moving the conversation beyond demographic differences toward the reasons behind them.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.