OBB: Whiskey drinkers in France, Germany, Brazil and Korea

Our client was working with a well-known whiskey brand to develop new flavoured whiskey ideas which would appeal in local markets. They asked FieldworkHub to recruit 20 drinkers of flavoured whiskey in each of France, Germany, Brazil and South Korea to complete some online bulletin board (OBB) tasks. The OBB was designed to help the client understand how people relate to the flavoured whiskeys which are already on sale, and come up with new flavours that feel right for the brand and are interesting and compelling to consumers.

FieldworkHub rapidly recruited 20 consumers in each of the four target countries and provided translations of all of the research materials. We then managed each person’s participation in the bulletin board and provided replacements where necessary to ensure that we obtained 20 completes in each market. Each participant was asked to write about the existing flavours (who the flavour is for, what occasions or situations it’s for and what family member or character the flavour reminds them of). They were then asked to think of three new potential flavours, describe each flavour in detail and explain what types of people and what situations the new flavours remind them of. The client was very pleased with the quality of all the submissions and the variety of flavours that were suggested. A number of these flavours were taken forward into the next stage of the development process.