Depth interviews: drinkers of clear spirits, South Africa

Our client wanted to conduct 30-minute online interviews via Skype with South African consumers who regularly purchased clear spirits, such as gin and vodka, in bars or restaurants to understand their brand preferences and views about standard and premium brands. The aim was to test out some marketing concepts that the client was developing.

In less than three weeks, we recruited and screened over 20 respondents and arranged for our client to speak to all of them.

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