Introducing Storyman
Guinness Smooth: New Market Launch
A smooth research experience for Diageo
Diageo wanted to explore innovation opportunities in their African market. This meant looking at ways to redefine their portfolio and pricing strategy for Guinness and Malta Guinness across the region.
APPROACH
We designed a bespoke conjoint analysis approach to provide actionable feedback for Diageo’s strategy in Africa, placing consumers in realistic, face-to-face settings, gave greater context and validity to our results.
We ran this study across seven markets concurrently, gathering consumer insights to inform Diageo’s next steps.
OUTCOME
We gave Diageo a clear strategy for each market, which resulted in a phased roll-out of Guinness Smooth.
The brand greatly exceeded month-one sales predictions after launching in their first market, Ghana.
I would highly recommend MMR for any brand grappling with questions on portfolio and pricing.
Marketing Manager, Guinness Innovation
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