Heineken

“The project was well executed in difficult conditions, related to weather and timelines, yet the team managed my expectations and delivered the quality of output I expected.”
Melanie Woest | Market Research Manager | Heineken UK

Project Objectives:
Heineken turned to Vox Pops International when they were seeking distributors for one of their new products.

They needed a way that would combine marketing of the product, illustrate the interest and demand from consumers and attract buy-in from retailers.

Vox Pops International knew that video would be an excellent way of demonstrating genuine consumer support and really convincing retailers of the product’s profitability.

Methodology:
Vox Pops International conducted video vox pops with members of the public who purchase alcohol to consume at home and could be potential users of the new product.

The Project Manager was responsible for assisting with questionnaire design, and was able to advise the client of the best way of obtaining useful and in depth responses from the sample.

Fieldwork was conducted in two different locations in order to recruit respondents from two very different segments. Recruitment was intercept and we had to obtain a mixture of consumers who fitted Heineken’s criteria. Respondents were asked for their opinions on the alcohol they bought and whether they would buy the new product.

After the fieldwork was complete our editors put together a basic edit of the findings that Heineken used to select the responses they wanted in the final edit. We then re-edited the footage with the chosen quotes and added cutaways to help contextualise the findings and make the video visually stimulating.

Results:
The turnaround time on this project was two weeks and we were able to deliver the finished video in the designated time. The final edit was a three minute video. By filming respondents’ reactions to the new product we were able to help Heineken construct a very persuasive and credible argument for their product that they could show to potential buyers.