Decoding Scotch: Unveiling consumer perceptions in the world of whiskey

Room 1 | 4:45 pm - 5:15 pm | Wednesday, May 8, 2024

In an era where the spirits landscape is constantly evolving, this study delves into the heart of consumer attitudes and behaviors towards Scotch and its counterparts within the whiskey category. Through a meticulously crafted AI-moderated interviews done by BoltChatAI: the world’s first AI-moderated research platform, this presentation will shed light on spontaneous associations, preferences and misconceptions surrounding Scotch, single malt and blended whiskies. By exploring the influence of origin, production methods and branding on consumer choices, our findings aim to offer actionable insights and strategies for the marketing and insights communities. Attendees will gain a deeper understanding of the complex relationship consumers have with whiskey, particularly Scotch, and how these insights can drive innovative engagement and marketing strategies in the beverage industry.

Key takeaways:

1. The role of AI-moderated interviews in consumer research: Discover how BoltChatAI is transforming the way we connect with and understand consumers, enabling insights to be gathered and reported in under 24 hours.
2. Uncover hidden consumer insights on Scotch: Dive into the heart of consumer perceptions about Scotch and its whiskey counterparts. Learn about the spontaneous associations, preferences and common misconceptions that shape consumer behavior and preferences in the evolving spirits landscape.
3. Learn about other uses cases and how Whyte&Mackay uses AI-moderated interviews for agile innovation: Explore how AI can significantly accelerate innovation cycles and provide actionable insights derived from AI-moderated interviews.