Jägermeister: Using conversational insights to chart the course for brand evolution

The solution

Reach3 Insights conducted a multi-phase, iterative research project using conversational approaches to understand current perceptions about the brand and uncover the best opportunities moving forward.

In the first phase, legal drinking-age (LDA) adults were invited via a chat survey to share their thoughts on Jägermeister. Videos from this phase inspired the Jägermeister team to brainstorm ideas for new brand positioning and drink formats to be tested among the same consumers in phase 2. A mix of Millennials, Baby Boomers and Gen Xers participated in highly engaging conversational exercises, with nearly all agreeing to be contacted for future phases of research.

In the second phase, consumers were re-contacted via text notification and asked about their reactions to potential brand messages, new Jager drink concepts, hypothetical brand partnerships and new innovation ideas. Robust quantitative data revealed each asset’s relative strengths and weaknesses. Jägermeister also received rich qualitative content in the form of audio and video uploads, which helped provide context and color to the results—something that would have been difficult to capture in a single research touchpoint via a traditional research approach.