109 | The Trend of Ignoring Trends: How Matilda Andersson Uses Ethnographic Research to Uncover Real Consumer Insights in Drinks
MAFFEO DRINKS: Built Bottom-up
Undervalued Places to Observe Drinking Behavior
Matilda highlights homes, festivals, and pre- and post-drink moments as rich observation sites.
Merry Christmas & Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
In this episode of MAFFEO DRINKS, host Chris Maffeo speaks with Matilda Andersson, Managing Director at Truth Consulting, about transforming how drinks brands approach consumer insights and market research.
The conversation explores why traditional focus group research fails to capture authentic consumer behavior, and how ethnographic research (observing people in bars, homes, festivals, and unexpected locations) reveals the cultural truths that drive brand success.
Matilda introduces "the trend of ignoring trends," explaining the critical difference between fast-moving fads (TikTok dances, viral flavors) and slow-changing cultural fundamentals (rituals, occasions, social connections) that brands should actually focus on.
We examine the premium positioning trap where every brand claims to be premium, creating bland homogenization rather than differentiation.
The discussion challenges conventional wisdom about Gen Z drinking habits, revealing they're drinking differently rather than abstaining, and explores why generational commonalities matter more than manufactured differences.
Why occasions and rituals as more valuable strategic frameworks than demographic targeting, showing how brands must earn relevance in existing consumer moments rather than creating artificial ones.
Key topics include participant observation methodology, brand self-awareness, cultural rituals in modern context, qualitative research integration with quantitative analysis, and how brands can actively shape culture rather than passively follow trends.
Timestamps :
00:00 - Introduction: Insights, Rituals & Cultural Role of Drinks
02:15 - Matilda Andersson Background: Career in Consumer Insights & Drinks Industry
05:30 - Cultural Role of Drinks: Historical Context & Modern Rituals
08:45 - The Trend of Ignoring Trends: Fast vs Slow Cultural Change
12:20 - How Brands Can Differentiate What's Worth Pursuing
15:40 - Brand Self-Awareness & The Premium Positioning Trap
19:10 - Understanding Your Brand's Core vs Chasing Competition
22:35 - Probable Futures: Active Cultural Participation vs Passive Reception
25:50 - The Spritz Example: When Trend-Chasing Goes Wrong
28:20 - What is Ethnographic Research? Definition & Methodology
31:15 - Real Insights Happen at the Bar (and McDonald's)
34:25 - The Laziness Problem: Why Brands Don't Observe Enough
36:50 - Gen Z Drinking Myths: They're Drinking Differently, Not Less
39:20 - Generational Commonalities & Occasions Over Demographics
42:10 - Wrap-up: Key Takeaways on Cultural Insights & Ethnographic Research
This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
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