Objective:
Brewgooder’s mission is to make great-tasting beer that also drives positive impact. With every beer, The Brewgooder Foundation funds inspiring projects, through local and global initiatives.
To support their mission, Brewgooder sought to better understand the UK’s beer drinking habits and the differences in purchasing behavior. Additionally, they wanted to delve into how their audience, as well as beer drinkers in general, perceive ethical and impact-driven brands.
Research Methodology:
The research aimed to explore the nuance behind ethical purchasing decisions. The key question being ‘What motivates a consumer to actively seek out an ethical product over a better known, easily accessible one?’. Understanding these subtleties was crucial to Brewgooder’s efforts to engage their audience more effectively.
With all research into ethics and sustainability, tackling the ‘action-value gap’ in respondents’ answers is crucial. Without careful attention to the framing of questions, resulting data can often over emphasise the priority of ethics and sustainability in consumer behaviour. We worked with Brewgooder to create a questionnaire with the aim of reducing as much of these biases as possible.
Targeting beer drinkers in the UK, the survey results provided Brewgooder with a fresh and insightful look into their customers, allowing for deeper understanding of their audience segments.
One key finding: while 72% of beer drinkers indicated they would choose an ethical beer over their usual choice, male respondents were significantly less likely than females to make this switch.