In October 2023, the government proposed that alcoholic beverages with a maximum of 8% alcohol be released to grocery stores. We were particularly interested in who this change would open up new growth opportunities for: breweries with traditional beers, wine importers with mild wines, or beverage houses with new mixed drinks. We studied Finns' attitudes towards 8% alcoholic beverages and developed four hypotheses about beverage concepts, based on which we built a vision for the commercialization and further development of the concepts.

The concepts were not developed by feeling or guessing, but the design was based on genuine customer understanding. Consumer research provided valuable information about Finns' attitudes towards 8% beverages, industry perceptions, and purchasing behavior. Based on these insights, we were able to identify which beverage concepts offer real potential in the market and for whom they create a competitive advantage.

‍

Cold numbers and the complicated human mind

But what are quantitative and qualitative research really? Quantitative research, which relies on numerical data, is like a drink menu at a bar – it provides a comprehensive view of the options, but making the right choice requires careful analysis. The numbers don't lie, but without the right questions, they can only tell half the story. When the data is poured into glasses, its taste reveals consumer preferences, purchasing behavior, and hidden opportunities. When done well, quantitative research is not just cold data, but clear facts that guide decisions in the right direction – without guesswork.

Qualitative research, on the other hand, is like a deep conversation at the bar counter – it reveals the smallest nuances and hidden motives that numbers alone do not tell. It dives into the consumer's mindset, finds out why certain tastes, brands, or packaging resonate, and what kind of stories are associated with the products.

Where quantitative research tells what is happening, qualitative research answers the question of why. It is through these insights that innovations are born that not only fill the shelves but also evoke emotions and endure.

‍

The best of both worlds

Although both methods can be used to collect vital data about a brand to support decision-making, the methods and methodologies must always be chosen according to the situation and need. A poorly chosen approach may not provide all – or any – of the necessary information to support development. For example, if you try to understand people's emotions and behavioral patterns using only sales figures and recommendation metrics, the resulting picture will inevitably be superficial and incomplete.

Truly in-depth research utilizes both quantitative and qualitative methods. A broad approach is particularly important when you want to clarify a strategy, identify new opportunities, or make significant renewals. Well-executed research guides decision-making on the right path and ensures that development is based on real understanding and not just assumptions. Data-driven development helps to remain relevant and competitive in a rapidly changing world.

Do you want to take your brand and customer experience to a new level, or do you just want to grow your business, but the direction is still lost? Don't worry – growth is not a matter of chance, but is born from a deep understanding of the target group, a smart plan, and the right actions. At 358, we have helped numerous brands and people to care for each other – and we can do the same for you. Book a 30-minute chat here, and let's dig up the keys to change together!

‍