Leveraging regional trends: A three-step approach to driving category growth

Kjell Massen and Nikoletta Ábrányi

Diageo, an alcoholic drinks brand, uncovered holistic, overarching trends shaping consumer behaviour in Eastern Europe and how they relate to overall alcohol consumption through in-depth interviews and quantitative research.

Numerous trend reports are published every year by trend watchers, creative agencies and marketing consulting firms. Although most reports are quite insightful, they often present rather generic trends. For clients to have a competitive advantage, it is important to know how trends link to their category, and how they manifest themselves in specific regions. A three-step approach, combining qualitative and quantitative research by involving both leading-edge and mainstream consumers, helped Diageo Eastern Europe to explore regional trends and gather actionable insights.

With over 200 brands available in 180 countries, it is important for Diageoto thoroughly understand...

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