From Boardrooms to Bars: Why Market Research Fails Without Ground Truth

The drinks industry spends millions on consumer insights, demographic studies, and market analysis yet consistently fails to understand actual customers.

The problem isn't lack of data, it's the disconnect between boardroom assumptions and bar reality. Through conversations with Paul Thomas from Suntory Global Spirits, Krista Schubert from Overproof, and Felice Capasso from Sesto Senso Academy, we explored why traditional research methods often fail and what brands need to do differently to generate actionable market intelligence.

The Ivory Tower Problem

The drinks industry has a research problem, but it's not what you think. Brands spend millions on consumer insights, demographic studies, and market analysis, yet they consistently fail to understand their actual customers.

The disconnect between boardroom assumptions and bar reality has created a gap that's costing brands serious money in misdirected marketing efforts and failed product launches.

We explored this challenge through conversations with market research expert Paul Thomas, data intelligence specialist Krista Schubert, and spirits educator Felice Capasso.

Each brings a different perspective on how brands can bridge the gap between what they think they know about consumers and what's actually happening in the market. Their approaches reveal why traditional research methods often fail and what brands need to do differently to generate actionable insights.

The problem starts with proximity bias. Most marketing teams live and work in areas that don't represent their broader customer base.

We discussed how easy it is to create strategies based on your own shopping and drinking habits, visiting the premium venues where your sales team has already prepared the ground, rather than experiencing the reality of where most consumption actually happens. This fundamental disconnect shapes everything from product positioning to distribution strategies, often in ways that undermine rather than support business objectives.

Ground Truth Over Assumptions

Paul's experience visiting South London supermarkets revealed the stark difference between marketing assumptions and retail reality.

Every single bottle had security netting, even ready-to-drink cans had security caps, and while he was observing with colleagues, someone literally walked past, grabbed three products, and left without paying. This wasn't happening in his usual Surrey supermarket with online deliveries. This was 20 minutes from his office, where point-of-sale strategy and premiumization efforts meant nothing because customers couldn't see branding through security measures.