marketing Research

ipswich ale brewery

Problem: In response to slowing sales, Ipswich Ale Brewery sought to understand which of their product offering was considered to be best and worst among current consumers, as well as identify opportunities for new product development.

People: In 2015, the average Ipswich Ale customer lived in the North Shore of Massachusetts, was between the ages of 30 and 55, and had a family at home. These consumers enjoyed a beverage as a complement to their dinner selection, at social gatherings with friends, and as a special treat to follow a meal.

Plan: Design a brief survey to gauge consumer opinions, and administer this survey to a convenience sample found in local liquor stores where Ipswich Ale can be purchased.

Key Insights: IPAs were found to be the most popular among existing flavors. Respondents also cited Port and Lager to be among their favorite beers, which was recommended as a potential addition to the existing product mix.