As global leader in drinks education, WSET wanted to move into the beer qualifications market. WSET engaged Glow to run a study into both trade and consumer insights. WSET aimed to gain insight into the attitudes and behaviour of these groups towards beer education services.
Gauging market opportunity and barriers
While WSET was long established in providing qualifications for wine, spirits and sake across more than 70 global markets, it was completely new to the beer category.
To support marketing planning and activation, WSET required insight into both trade and consumer viewpoints around the beer qualification market.
Two audiences, two surveys
Two separate surveys were prepared as a wide-ranging project to capture market sentiment from both trade and consumer audiences.
The first survey was prepared to capture robust data from the beer trade in four markets (UK, US, Canada and Australia) which surveyed those who work with beer across different sectors.
The second survey was sent to a broader audience of consumers in the same four markets. This survey targeted those who had shown an interest in learning more about beer, identified as the core target market for the product.
Robust data that influenced product, pricing and marcomms.
At WSET, a Project Team was assigned to bring the learnings from the study into marketing planning and activation. The use of the Glow platform enabled data to be captured quickly and presented to the Project Team in a timely manner.
The study provided oversight globally and broken down by market with the board able to easily dive deeply into any key areas of interest through use of the intuitive analytics and visualisation within the Glow platform.
