Case Study: Drinkaware gains deeper insights into UK drinking behavior with YouGov custom research

How Drinkaware gained insights into UK drinking behavior by creating bespoke segments with YouGov

Drinkaware, a charity focused on reducing alcohol-related harm, needed to gain deeper insights into UK drinking habits to create targeted communications. Their challenge was to understand the differing behaviors and attitudes behind alcohol consumption to effectively segment the population. They partnered with YouGov and its Custom Research service to address this.

YouGov implemented a comprehensive survey of 6,000 UK adults and used statistical analysis to create eight bespoke audience segments. These segments were then enriched with vast amounts of lifestyle and media consumption data from YouGov Profiles. This provided Drinkaware with granular insight into specific groups, enabling them to optimize their communication and business strategy, which directly informed the development of their 2017-22 strategic plan.

Drinkaware

Annabelle Bonus

Director of Evidence and Impact