109 | The Trend of Ignoring Trends | How Matilda Andersson Uses Ethnographic Research to Uncover Real Consumer Insights in Drinks

Oct 13, 2025

In this discussion, Matilda Andersson, Managing Director at Truth Consulting, shares her expertise in consumer insights and ethnographic research. She highlights the significance of understanding drinking rituals amidst changing cultural norms. Matilda introduces the concept of 'ignoring trends,' focusing instead on enduring cultural truths over fleeting fads. She emphasizes the importance of genuine consumer behavior through participant observation and critiques the homogenization in premium branding. The conversation also challenges myths about Gen Z drinking habits, promoting a focus on occasions rather than demographics.

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INSIGHT

Go Where People Actually Live

Ethnography finds real consumer behaviour where it happens: bars, homes, festivals and commutes.
Observing people in context reveals rituals and social truths that focus groups miss.

ADVICE

Focus On Slow Cultural Shifts

Prioritize slow cultural change over one-day viral fads when choosing trends to act on.
Align trend choices with your brand's long-term vision and permission to play.

ADVICE

Start With Brand Self‑Awareness

Look inward: clarify your brand's vision, strategy and permission before chasing trends.
Use that self-awareness to decide which cultural shifts fit your portfolio.

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Episode Deep-Dive Analysis Available at maffeodrinks.com

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

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