Context: context-based research group

Customer Insight Trend Assessment

Clients : Clarke Goward

CIDER STORIES
In early 2001, Boston advertising agency Clarke Goward was pitching the makers of a hard cider beverage. Knowing that they needed an edge to win the business, Clarke Goward worked with Context Research to gain insight into the world of hard cider drinking in the US. They needed insights to fuel great creative work and materials that would help them present – and they needed them quickly.

Context anthropologists visited bars in three cities across the US to learn why people choose cider and what happens when they drink it. During their time in the pubs, the anthropologists conducted participant observation and interviewed a total of thirty cider drinkers. Based on these sessions, Context delivered insights to fuel the Clarke Goward creative, and great quotes and photos the agency used to present their strategic thinking. And, the entire project was done in just a few short weeks.

Chris Lawson, Executive Vice President at Clarke Goward, describes the result of working with Context on this project: "The New Biz ETA worked extremely well as part of our pitch. It helped the client see real customer reactions to their product. It got their attention, enhanced our creative, and helped us win the business."

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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