How to Visualize Wine Consumer Data


Let me show you a picture.

What you see above is a snapshot taken from a project we did recently for a California winery, who wanted to know how their brand was performing within the eyes of consumers in major markets within the U.S.

(We love this kind of question. It's answerable, first and foremost, using quantitative data of hundreds of thousands of data records that consumers spontaneously and objectively generated themselves.)

We took that data, packaged it, and built an online interface for the winery that they, and our team of analysts, "sliced and diced" according to the questions that the winery wanted to know.

The pie chart, above, is a screenshot of an answer to one of their questions, which was how their brand was performing in major markets.

So we showed them their brand's top ten markets according to consumers.

We showed them the share of consumer interest that their brand owns in each of those markets. New York and San Francisco, sure, but Denver and Cleveland? Why not Boston or Atlanta? And why is Washington DC only #9?

We showed them how consumers were talking about their wine within the different markets (which helps to explain the top ten line up).

We showed them how their share of consumer interest in each market evolved over the past four years -- which markets grew, which markets dropped off the list, etc.

We showed them how, if they click on any of those slices of the pie, they could see heatmaps that indicate exactly where consumers were located in each market at the time that they generated the data record about this particular brand.

And then we showed them their competitors, that is, other wines within the same price category that were also competing for consumers' interest. Sometimes they had specific labels in mind and they wanted to see their own performance compared to those labels, and we looked at them too.

They said, "Cool."

We said, "Cool. What else would you like to know?"

And on it went.

Here's the bottom line: This is information that wineries can use in order to understand consumer interest. It's information that's responsive to unique, direct questions from the winery itself. It's information that is helpful for communicating more effectively to consumers, which means selling more wine.

Can we help you with that too?

Please let us know.

Thank you.