What makes a beer feel right in a social setting, and why do people keep reaching for it?
The beer category is shifting away from extremes as consumers grow tired of novelty, and instead want approachable, dependable beers they know they’ll enjoy.
A leading beer brand was developing a new product and needed to know how well it would thrive in real-life social settings with their consumers. They needed to understand which prototype was the most approachable and drinkable over time, fit naturally into real social settings, and left a lasting impression.
Curion proved that testing in-context with how the consumer drinks will result in more accurate insights that predict market behavior. We uncovered deep insights behind how drinkability, emotional fit, and social context impact product preference, going beyond the traditional testing lab.
Curion blends strategic methodologies and creativity to solve real product questions in real-world ways.
We recreated the real-world drinking experience in a controlled, yet natural, social environment. Our team rented out full venues in three cities and created party-like testing environments with music, games, and socializing that mimicked how people actually drink.
Real consumer behavior doesn’t always surface in controlled booth settings, but rather when people are comfortable, engaged, and using products the way they do in everyday life.
Context plays a critical role where mood, environment, and social interaction can influence perception and product preferences – just as much as taste.