Pernod Ricard +
Every quarter, Pernod Ricard runs a trend discovery report to
deeper understand the state of the market and wanted to tap into
trendspotters and trendsetters. The challenge came in when a
French insights team gave the South African brand team emerging
trends within the South African market, that turned out to be too
general for that particular market.
As traditional consumer research vendors could not provide access
to professional feedback within the time required, Springleap had
the perfect solution. We selected 30 meta-consumers with a
mixture of experience, age groups, genders, locations and brand
experience around South Africa. We asked them many questions
regarding current and future trends within the alcoholic beverage category.
- Within 10 days (versus an estimated 3 months from other research vendors)
the insights team received relevant strategic information regarding trends. within South Africa.
- Now both French and South African teams are on the same page when it
comes to relevant information.