Case Study: Vineyard and Winery Market Research

November 1, 2017

The following post recaps a case study of a market research project completed for a vineyard and winery in Hector, NY. Drive Research utilized an online survey and intercept survey and worked in conjunction with Advance Media NY to use the market research results to build out a digital marketing strategy and campaign for the client.

 

 

Market research helps fuel digital strategy and marketing ROI.

 

 

 

Objectives

A winery and vineyard partnered with Advance Media New York and Drive Research on a market research study. The objectives of the market research included understanding the awareness, purchasing habits, and perceptions of its brand and branded wines. These and other secondary objectives were covered in this market research.

 

The investment in market research provided the client with definitive, measurable, and actionable feedback. This data helped guide next steps with marketing its wines through improved messaging, customer and non-customer characteristics, and other strategic benefits.

 

 

Approach

To address the objectives at-hand, Drive Research recommended a two-pronged market research approach. The first approach was an online survey to the general community (customers and non customers) with an option to participate in follow-up market research. The second suggestion was an intercept survey with visitors to the winery to collect in-the-moment feedback.

 

Online surveys are cost-effective, offer a quick turn-around, are measurable, and gather quality data. The online survey was conducted as the first wave of the market research project and was used to gather insight on key objectives from the general population and targeted market areas including awareness, image, and perceptions. This was an introductory and high-level overview of the market for the client.

 

The second approach was on-site interviews with patrons to the winery. This was conducted over a 2-day period at the winery. A Drive Research interviewer surveyed customers as they exited the Hector location. This type of in-the-moment feedback is unparalleled for accuracy in purchasing habits, attitudes, and wine tour travel behaviors.

 

 

The online survey addressed the key objectives of the study including questions recommended by our survey team based on past brand equity market research experience as well as customized questions for the needs of the client. Screening criteria consisted of: (1) respondents were 21 years of age or older and (2) were a wine drinker. The online survey was blinded and was not branded as the client to ensure anonymity across all channels.

 

This survey was administered via paid social media advertisements to a random reach and geo targeted online panel to individuals that resided within a specific hour radius around the winery. These combined methods ensured the randomness of sampling.

 

The survey lasted an average of 3 to 5 minutes and included 18 questions. Fieldwork lasted from September 26 to October 4. A total of 250 responses were collected (higher than the goal of 200 responses).

 

The on-site interviews in Hector inquired on specifics of the winery itself (on-site purchases, reasons for attending, travel patterns, ZIP code of residence, rating the experience, other wine tasting locations traveled to that day). The research was conducted over 2-days (Friday, September 29 from 12 p.m. to 4 p.m. and Saturday, September 30 from 10 a.m. to 4 p.m.)

 

These dates were chosen during the peak season for the client and was expected to be able to reach a mix of wine drinkers. One interviewer was staffed at the exit for a total of 10 hours over the 2-day period. The survey lasted an average of 3 minutes and included 15 questions. A total of 58 responses were collected (higher than the goal of 50 responses).

 

 

Outcomes

Although the results remain confidential with the client and the market research set out to answer a number of key objectives for the client. The 113 page report included an executive summary of key themes, recommendations, an infographic, non-customer persona, and a question-by-question breakdown of results.

 

Drive Research answered the following questions for the client:

 

1. Are residents in the target market aware of the client's brands?

2. What is the perception of the client?

3. Have respondents seen or heard the client in the past 3 months? Where?

4. What are the purchasing preferences for wine in the market?

5. What types of wines are most preferred in the market?

6. What vineyards in the Finger Lakes do visitors travel to?

7. Do visitors like the experience at the winery? Why or why not?

8. What is a typical day like for visitors to Finger Lakes vineyards, breweries, and distilleries?

9. What does the sales experience at the winery look like for visitors?

 

 

Contact Our Market Research Company

Drive Research is a winery and vineyard market research company located in Upstate New York. We conduct online surveys and intercept surveys with a variety of industries across the country.

 

Interested in receiving a proposal or quote from our market research company? Send us an email at info@driveresearch.com, call us at 315-303-2040, or contact us on our website.