Capturing Consumer Feedback on a Premium Scotch Whisky Bottle Redesign
A foreign premium whisky producer with growing recognition in Japan sought to modernize and refine its bottle and label design to strengthen its market position. Through multiple phases of consumer research, the study supported the ongoing development and refinement of design concepts, providing culturally relevant feedback from Japanese consumers to guide decision making throughout the packaging development process.
Our Work
- Conducted multiple rounds of 2-hour focus groups with middle aged men and women who regularly consume premium Scotch whisky
- Evaluated bottle designs alongside key competitors to explore the impact of brand names and design elements on perceptions of premiumness
- Assessed multiple design concepts throughout the development process, providing insights into consumer acceptance and opportunities for refinement in the Japanese market
The Outcome
- Identified bottle design preferences across gender and age groups, and evaluated the impact of different designs on brand image and perceptions of premiumness
- Provided ongoing guidance throughout the design development process by identifying opportunities to strengthen consumer appeal and relevance in the Japanese market
- Participated in final client presentations as the voice of the Japanese market, sharing culturally relevant insights and recommendations
“Extremely professional and organized. Excellent recruiting, moderating and simultaneous translation.
I was very impressed with the team and would absolutely work with them again!”
– Client Voice