Our client was interested in the viability of the whisky brand Compass Box as an investment opportunity. Since it was founded in 2000, the brand has grown exponentially without much input from investors or paid marketing. Our client wanted to know more about the brand’s potential, the market it sits within, and who its target audience could be.
Compass Box was growing, but not much was known about them aside from sales figures and a moderate level of ‘gut feeling’ from within the company. This included the habits and desires of its consumers, and the market in general.
The study, conducted by Ten Bear, aimed to gather comprehensive information on the brand performance, consumer preferences, and target audience demographics of Compass Box and its competitors. The research began by examining online conversations about whisky in general, as a means of gaining a deeper understanding of the purchasing and consumption habits and patterns of consumers. The insights derived from this initial analysis were then used to identify any untapped or “low-hanging” opportunities for Compass Box to capitalise on.
To collect the relevant data, Ten Bear utilised the Brandwatch platform to conduct a search for multiple whisky brands, key terms related to whisky, and keywords related to consumption patterns. The data collected was segmented into three key categories – consumer lifecycle, preferences and advocacy, and consumption habits. This categorisation helped to provide a more comprehensive overview of the data and to make it easier to analyse.
Once the data had been collected and organised, Ten Bear analysed it through a dashboard and supplemented the findings with some desk research. This multi-faceted approach allowed Ten Bear to gain a thorough understanding of the market and to identify the areas in which Compass Box could differentiate itself and potentially grow. Overall, the study conducted by Ten Bear was instrumental in providing valuable insights that could be used to inform Compass Box’s future strategies.
By identifying the strengths and weaknesses within the marketing and consumer opinion of multiple brands, we were able to show the different events and types of marketing that were most effective. In addition, we found that the dynamic habits and lifestyle moments around whisky are dependent on geographic location, position within the customer lifecycle, budget, and the motivations behind making a purchase.
We used the data to build 5 archetypes, and looked at how Compass Box should connect with each of them based on their preferences through targeted marketing and consumer engagement initiatives
The use of a common, data-supported approach to fundraising enabled the charity to lead campaigns that were more streamlined and cohesive, resulting in a better overall impact. The use of consumer behaviour data also helped the charity to tailor its campaigns to better meet the needs and preferences of its donors, increasing the likelihood of success and overall donor engagement.
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