NEW YORK, May 22 /PRNewswire/ -- In a first-of-its-kind study,
bartenders nationwide will be interviewed extensively on-camera and
on-location, for the purposes of providing insights to beverage and bar
product manufacturers. Why are bartenders of interest? "Bartenders interact
with consumers more intimately than nearly any other profession," says
Edward Bikales, president of Snippies, the company initiating the study.
"They're sought after for advice and companionship. They steer customers'
choices. They choose whether to champion or ignore a brand's promotion. To
put it plainly: They can make or break a spirits brand."
The use of video as an on-location tool is a departure from the more
common practice of bringing research subjects - including bartenders - into
focus group rooms. "By sending video cameras to the bars instead of
bringing the bartenders to a room we get more natural responses and -
importantly - more visual clues," says Bikales. "For example: What does the
bar look like? What kind of patrons are there? How are products displayed?
Plus, of course, researchers can see the facial expressions and hand
gestures of the interviewee."
A total of thirty bartenders drawn from five metropolitan markets will
be interviewed for over an hour. Each will be asked a series of baseline
questions. Participating companies will have the opportunity to add their
own questions, or even ask for demonstrations - like how bartenders whip up
a whiskey sour, for example. "Companies might want to know how their drinks
are stored, dispensed and measured, for example. We can show them, right on
Snippies, a company that specializes in collecting "video data" from
multiple markets, has teamed for this study with Technomic, a longtime
leader in spirits, food and beverage research and consulting, to offer
clients a summary analysis of the interviews. Snippies, with its network of
video journalists in over 85 markets, considers themselves expert in
effectively collecting videotaped interviews quickly and efficiently.
Technomic brings four decades of expertise in helping clients build food,
beverage and spirits businesses through strategic counseling and better
understanding consumer behavior.
Technomic crafted the baseline questions and will study the raw footage
of their answers - ultimately producing a ten-page report. The questions
focus on four key areas:
-- Effective merchandising and promotional tools in a bar setting
-- Hot trends and emerging drinks/cocktails
-- Critical needs from suppliers and distributors
-- Bartender's perceptions of various brands
Interviewing begins in June and the study will be sent to clients July
26. Participating companies can add their own questions until June 1. Full
details are available at http://www.snippies.com/bartenderinsights.pdf.
Individuals interested in learning more about this opportunity should
contact Ari Pomerantz at 212-594-9500 x226 or firstname.lastname@example.org.
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