Abstract:

This paper demonstrates how a global drinks brand, Baileys, are using innovative qualitative panel techniques to develop an on-going dialogue with consumers in three key international markets. Baileys have highlighted the importance of listening to the consumer in achieving their growth ambitions. A type of qualitative panel ('Rolling Groups') has been devised to help in this listening process. Rolling groups maximise some of the advantages and minimise certain disadvantages of Sensitivity Panels. They allow us to keep a constant team of the most creative panellists available whilst supplementing these with new respondents at each wave of research - giving Baileys constant access to their most perceptive consumers, whilst also being representative of their core consumer base.