Understanding the perceptions of cocktails on tap
Case study | Carlton & United Breweries
Problem to solve
The CUB Lexington Hill brand team wanted to understand how cocktail drinkers felt about a cocktail on tap.
The business has a broader remit from their Board and Exec team to ensure every person at CUB is talking to customers on a regularly basis to understand them better.
How CUB used Hearsay
Building a cross functional team of 15 interviewers from the finance managers and brand managers to the insight team, this ‘novice research’ cohort met cocktail drinkers in various pubs.
With the Hearsay app, the team explored the perception and interest of Lexington Hill on tap and quickly built a picture of what was needed.
The Benefit to the Business
Having the CUB team out talking directly their customers resulted in a different level of conversation amongst the brand team. There was more connection to the customer feedback through the collaborative approach, better understanding of the good points and pain points and a strategic pathway agreed in the final de-brief meeting so action was immediate.