Dec 15, 2023
In-Venue Intercepts Illuminating Motivations and Choices in Thailand and Malaysia's High Tempo Hospitality Outlets 🍸🌏
Project Aim: Exploring Alcohol Consumption Behaviours 🎯🍹
MindMarket collaborated with a leading client to delve into the motivations and decisions involved in going out for drinks across South East Asia, specifically focusing on Thailand and Malaysia. The aim was to gather comprehensive insights into consumer behaviours and preferences when it comes to drinking in hospitality venues.
Methodology: Dual Approach with Qualitative and Quantitative Intercepts 📊🗣️
Our approach combined both qualitative and quantitative intercepts across eight high tempo hospitality venues: four in Kuala Lumpur, Malaysia, and four in Bangkok, Thailand. We conducted 80 intercepts per market, with 10 qualitative and 10 quantitative intercepts at each venue. This robust methodology ensured a holistic understanding of each market.
Target Audience: Local Alcohol Consumers 🎯🍷
Our target respondents were local consumers above the legal drinking age who were actively consuming alcohol in the venue, focusing primarily on those drinking spirits and cocktails, with a smaller segment drinking beer and wine. Tourists and expats were excluded to maintain a focus on native consumer behaviors.
Quantitative Survey: Structured Insights 📋💻
For the quantitative intercepts, we administered surveys in both English and local languages using the Qualtrics platform via iPads. Our interviewers led the respondents through the questions, ensuring accuracy and clarity in responses. Upon completion, respondents were incentivised with 600 Thai Baht or 100 Malaysian Ringgit, respectively.
Qualitative Interviews: In-Depth Understanding 🎤📝
The qualitative intercepts involved semi-structured interviews guided by a discussion guide provided by the client. MindMarket's trained fieldworkers translated and adapted the guide to ensure cultural relevance and fluid conversations. Interviews were voice recorded with consent, and upon completion, respondents received the same incentives as in the quantitative phase.
Challenges: Ensuring Accurate and Culturally Relevant Data 🕵️♂️🌐
One of the main challenges was ensuring accurate data collection while maintaining cultural relevance. MindMarket's fieldworkers went above and beyond, using their local knowledge and language skills to engage respondents effectively and gather high-quality data.
Deliverables: Recordings and Translated Transcripts 🚀📑
Following the field visits, MindMarket provided the client with voice recordings and translated transcripts of all qualitative interviews. These comprehensive deliverables offered the client a detailed view of consumer motivations and preferences in the region's nightlife scene.
Impact: Informing Marketing and Product Strategies 🌟📈
The insights gained from this study are instrumental for the client in shaping their marketing and product strategies to better cater to the changing high tempo habits of local consumers in Thailand and Malaysia. By understanding the factors influencing drinking decisions, the client can tailor their offerings to meet the specific needs and preferences of these markets.
This project demonstrated MindMarket's capability in managing and executing complex, multi-market research initiatives, providing actionable insights that drive strategic business decisions.
#MindMarketInsights #HospitalityResearch #ConsumerBehavior #Thailand #Malaysia #MarketResearch #AlcoholConsumption #QualitativeResearch #QuantitativeResearch