The MAFFEO DRINKS Podcast 098 | Paul Thomas | Good vs. Bad Market Research: From Bars to Boardrooms | Suntory Global Spirits
May 15, 2025
Paul Thomas, the 'king of insights' at Suntory Global Spirits, returns to share his expertise on understanding consumer behavior beyond just data. He emphasizes observing products in real environments rather than from marketing cold spots. The discussion covers the shift to occasion-based marketing and critiques the research industry's fast and cheap methodologies that undermine quality. Paul advocates for a balance of qualitative and quantitative research, stressing the importance of curiosity in developing effective brand strategies and enhancing consumer engagement.
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Real-World Consumer Observation
- Paul Thomas shares a story about visiting South London supermarkets to observe real consumer behavior.
- He witnessed theft due to security measures, highlighting the gap between marketing assumptions and reality.
Tailor Brand Strategy by Bar Type
- Scale brands must be present in all bar segments: top, middle, and lower tiers.
- Brands should tailor innovations and serving strategies to different outlet types for relevance.
Campari and Venue Placement Challenges
- Chris Maffeo shares how Campari’s marketing focuses on Negroni but actual consumer usage varies by location.
- Examples show brands sometimes placed in unsuitable bars due to portfolio or scaling decisions.