Diageo Market Research Case Study


Diageo had a two-fold issue in an international airport in Canada:

The campaign was built on the premise that the reason for the sales decline was because consumers were not aware of their duty free purchasing privileges.

Our Approach

To assess whether the campaign was effective, we broke it down into the following set of questions:

The RIGHT Answer

Interviewing travelers and store staff/managers, we learned that the sales issue was likely structural:

The campaign itself was well-remembered, but not effective at driving sales because it was based on the false assumption that it was lack of awareness and knowledge that was responsible for sales declines. In fact, most travelers were aware of the duty free limits!