The Essence of Market Research in Spirits

In this return appearance on the Maffeo Drinks podcast, Paul Thomas, whom host Chris Maffeo dubs "the king of insights," shares wisdom on how to escape the marketing "ivory tower" and understand real consumer behavior.

Paul advocates for marketers to personally observe products in various venues rather than relying solely on data. The conversation examines how brands should adopt occasion-based marketing over demographic targeting, striking a balance between aspirational positioning and pragmatic distribution strategies. Paul critiques the research industry's shift toward "faster and cheaper" methodologies at the expense of quality, encouraging brands to conduct fewer but better studies.

The episode concludes with advice on creating an "insight ecosystem" that balances qualitative observations with quantitative data, emphasizing the value of curiosity in understanding how consumers interact with drink brands in different contexts.

• (00:00) - to Maffeo Drinks Podcast
• (00:19) - Back a Special Guest
• (01:00) - into Key Topics
• (02:00) - Consumer Insights
• (05:46) - Reality of Market Segmentation
• (07:57) - for Brand Placement
• (14:09) - Importance of Research
• (31:56) - Qualitative and Quantitative Data
• (36:18) - Thoughts and Wrap-Up