098 | Good vs. Bad Market Research: From Bars to Boardrooms
Paul Thomas, Suntory Global Spirits
Dear Bottom-up Drinks Builder,
In this return appearance on the Maffeo Drinks podcast, Paul Thomas, whom I dub "the king of insights," shares wisdom on getting out of the marketing "ivory tower" and understanding real consumer behavior. Paul advocates for marketers to personally observe products in various venues rather than relying solely on data.
The conversation explores how brands should embrace occasion-based marketing rather than demographic targeting, balancing aspirational positioning with pragmatic distribution strategies. Paul critiques the research industry's shift toward "faster and cheaper" methodologies at the expense of quality, encouraging brands to conduct fewer but better studies.
The episode concludes with advice on creating an "insight ecosystem" that balances qualitative observations with quantitative data, emphasizing the value of curiosity in understanding how consumers interact with drink brands in different contexts.
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00:00 Introduction and welcome
01:10 Discussion topics overview
02:35 Getting out of the marketing "ivory tower"
08:15 Distribution strategy and outlet segmentation
13:40 Balancing premium positioning with broader distribution
18:50 Occasion-based marketing vs. demographic targeting
24:30 Research methodology discussion
30:15 The danger of "false positives" in research
35:40 Balancing qualitative and quantitative insights
38:45 Closing thoughts on curiosity
Quick Takeaways
The Vauxhall Paradox
Marketers sitting in comfortable offices can become disconnected from the reality of how their products appear in real-world venues. Paul describes visiting a South London supermarket where every bottle had security netting and witnessing theft firsthand—revealing how different the real market can be from marketing presentations.
Beyond the 1% Bars
While premium venues create an aspirational halo for brands, marketers should experience how their products appear in everyday establishments. Understanding how different outlet types require different activation strategies is crucial for brands seeking scale beyond elite venues.
Occasion Over Demographics
Consumers' drink choices change dramatically based on context rather than who they fundamentally are. The same person might choose premium whisky for a sophisticated night out, but beer for a casual pub visit after a disagreement at home—highlighting why brands should target occasions, not demographic segments.
Research Quality Matters
The industry trend toward faster, cheaper research comes at a cost. Paul advocates for fewer but better-quality studies with experienced moderators who understand the category, rather than multiple superficial projects that yield little valuable insight.
The "Green Brand" Paradox
Research showing consumers' willingness to pay more for sustainable products often doesn't translate to actual purchasing behavior. When faced with purchasing decisions, most consumers prioritize value and quality over purpose-based marketing, revealing the gap between stated preferences and real behavior.
The Insight Ecosystem
The most effective approach combines global quantitative research to identify consistent demand spaces with local qualitative insights that reveal how occasions manifest in specific markets. This creates a continuous exchange of knowledge between global and local teams.
