Case Study: Molson Coors achieves deeper customer insight and product innovation with Vision Critical

How Molson Coors uses customer intelligence to influence product innovation

Molson Coors, the brewer behind brands like Coors and Molson Canadian, needed a better way to understand customer needs and preferences amid intense competition. Using Vision Critical’s BeerXChange insight community, the company sought both quantitative and qualitative feedback to learn how different products, promotions, regions, and buyer groups were being perceived.

Vision Critical helped Molson Coors launch an ongoing community of more than 700 beer drinkers, giving the company real-time access to customer insights through forums, surveys, live chat, focus groups, and other methods. The result was a more cost-effective and efficient research tool that boosted customer loyalty and helped shape decisions on product, pricing, promotion, marketing, innovation, and sales.

Molson Coors

Amber Hudson

Consumer Insights