Anheuser-Busch InBev has been engaged in a year-long research effort to understand why more women don’t drink beer.

“This is about looking at a category and fundamentally saying, ‘We need to change the way we think’… to create an inclusive category,” Molly Hayes, the company’s global director/innovation insights, told delegates at The Market Research Event (TMRE) 2018.

Doing so, she said, demands deep research and insight into “understanding human beings and what truly drives them.”

To that end, the global brewer is running 25 pilot projects in 15 different countries that seek to address issues that have kept women from embracing beer, Hayes said. And, at the same time, AB InBev is examining how woman have been portrayed in advertising to the largely male (and sometimes intimidating) culture that often surrounds beer.

And the project, Hayes told the TMRE audience in Phoenix, is driven by a five-step roadmap:

Challenge organizational myths