A leading beverage manufacturer wanted to understand the rapid growth of the wine market in Canada and specifically consumers’ emotions, motivations and behaviours that drive wine consumption.


Working with Curiosity Inc, I led a study to illuminate the socio-cultural history of wine, Canadian demographic analysis, trend spotting, evaluation of retail space, expert interviews and English/French consumer ethnographies. Outcomes were communications, marketing and product innovations for immediate and long-term deployment. This is super secret stuff, I can’t tell you which company it was for - but I can tell you that I continue to see our innovations come to market every few months ;)

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