The MAFFEO DRINKS Podcast
098 | Paul Thomas | Good vs. Bad Market Research: From Bars to Boardrooms | Suntory Global Spirits
May 6, 2025
Paul Thomas, known as 'the king of insights' at Suntory Global Spirits, joins to share his expertise on market research. He champions the idea of marketers stepping out of their comfort zones to witness consumer behavior firsthand. The discussion reveals the pitfalls of quick research methods and stresses the importance of occasion-based marketing over traditional demographics. Thomas also emphasizes balancing qualitative and quantitative data for better insights, urging marketers to foster curiosity in understanding drink brands across varied environments.
38:11
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Brands must engage with actual consumer environments to gain insights that shape more effective marketing strategies.
- Occasion-based marketing is essential for aligning products with specific consumer moments rather than relying solely on demographic categories.
Deep dives
Real Insights from Real Markets
The discussion emphasizes the necessity for brands to engage with actual consumer environments instead of relying solely on theoretical approaches. It highlights the disconnect that can arise when marketers remain distanced from reality, as seen in a case where a team witnessed security measures in supermarkets, indicating theft issues, which contradicted their premiumization strategies. This experience underscores that understanding consumer interactions with products in diverse settings is crucial. Getting out of the 'ivory tower' allows companies to gain invaluable insights that can shape more effective marketing strategies and brand positioning.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
