Context: context-based research group

Clients : GuinnessUDV, Ireland

An Ethnography of the Guinness Experience Across Key Market Segments
How does a 243 year-old company with a rich history of market research delve deeper into the Irish consumer experience with the brand? Our advice to GuinnessUDV was an ethnographic research program that explored the Guinness experience in pubs, in homes, and in Irish culture general.

Since this study was focused on the Guinness experience in Ireland, we felt it was imperative to employ a team of Irish anthropologists who live, work and study Irish culture in Ireland. Drawing on our proprietary network professional ethnographers around the world, we assembled a team of Irish ethnographers, cultural insiders, to conduct a series of participatory research methodologies designed by Context anthropologists. Working closely with GuinnessUDV, Context anthropologists in the US directed and led the analysis of the data, while also making field trips to Dublin pubs for additional participant observation with Guinness customers.

The research helped GuinnessUDV better understand trends in consumer attitudes and behavior around the Guinness brand, and provided numerous recommendations to help Guinness strengthen their long-term relationships with their vital Irish market.

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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