Case Study: Molson Coors uncovers drink-choice influences with Lumi mobile research

Molson Coors Uncovers Influencing Factors with Mobile Research

Molson Coors, the second biggest brewer in the UK, worked with Lumi to test whether mobile research could uncover better insight into how people choose drinks in pubs, bars, and clubs. The beer category was declining, retailers were under pressure, and existing survey research gave limited evidence about what influences purchase decisions at the point of sale.

Lumi’s Say product was used to recruit 150 regular lager drinkers through the Lightspeed Research panel and capture responses on smartphone each time they made a drink purchase over a week. The study covered about 1,500 drinks, and mobile research reduced the reported influences from 3.8 per respondent to 1.4 per purchase, showing that “well-known brand” was the main driver rather than price.

Molson Coors