Meeting the Need for Actionable Consumer Insight the Scottish Courage Perspective

Grainne Shields
Scottish Courage

Introduction

In order to offer any meaningful insight into the behaviour of today's extremely sophisticated and marketing literate consumers researchers need to think beyond traditional methods of survey and discussion group and adopt more holistic approaches. This key tenant of Valentine and Gordon's paper on the 21st century consumer (1) is examined in greater detail in this paper. This is accomplished by illustrating how Scottish Courage approached two major projects undertaken this year in its search for greater consumer understanding capable of intelligently informing the core marketing process.

As a major international company, operating in the fast changing brewing industry, Scottish Courage is responsible for a wide stable of lager and ale brands including: Fosters, Miller, Kronenbourg, Beck's, John Smiths, Theakstons, McEwans and Newcastle Brown.