Case Study: Brown‑Forman achieves $1M in first‑year savings and real‑time consumer insights with Qualtrics

Brown-Forman - Customer Case Study

Brown‑Forman, a top‑ten global spirits company known for brands like Jack Daniels, faced a shrinking budget for its global research program and needed to deliver insights faster while reaching targeted consumers across multiple countries.

By adopting Qualtrics Research Suite and Qualtrics Panels, Brown‑Forman centralized concept testing, product development feedback, and longitudinal brand health studies, quickly reaching the right audiences. The change saved an estimated $1 million in the first year, standardized a single enterprise research platform, and enabled near real‑time consumer insights to drive product and marketing decisions.

Brown-Forman

Jeremy Neff

Brown-Forman Corporation