Desi Daru CLT: MarketGenics.co’s Insights for a Reputed Whisky Brand

MarketGenics.co recently completed a significant Central Location Test (CLT) for a renowned whisky brand, targeting a crucial but often overlooked segment of the market—consumers from Tier 3 towns. This audience, consisting largely of individuals from the labor class, rickshaw pullers, and others with modest livelihoods, forms the backbone of the product’s core consumer base. The test sought to gather honest, unfiltered feedback from this demographic, whose purchasing power drives the success of the Desi Daru market. The age group selected for the study, between 25 and 40 years, represented active, frequent consumers of the product, making their opinions even more valuable for the brand’s future strategies.

Recruitment Challenges and Solutions

Conducting a CLT in Tier 3 towns presents its own unique challenges, particularly when it comes to recruiting the right respondents. Unlike Tier 1 cities, where access to diverse consumer groups is more streamlined, these smaller towns often face logistical difficulties. Many participants had demanding, irregular work schedules, making it difficult to recruit a consistent sample. Potential respondents were hesitant to take time off from their daily labor duties, especially for something they didn’t immediately perceive as valuable.

However, MarketGenics.co understood the critical importance of sourcing genuine consumers of the whisky brand, so they took a highly localized approach to recruitment. Working closely with community leaders and local recruiters who had a deep understanding of the region, the team was able to overcome communication barriers, address concerns, and ensure participation from authentic consumers. This not only improved recruitment but also established a sense of trust, ensuring that participants felt comfortable sharing their genuine feedback.

Enthusiasm from Respondents

Despite the initial challenges in recruitment, once the participants were onboard, their enthusiasm was remarkable. Many of these consumers rarely have the opportunity to share their opinions on products they use daily. The CLT provided them with a platform to discuss their preferences and experiences, making them feel valued and heard. Their eagerness to participate reflected a deeper engagement with the product, and they appreciated the opportunity to contribute to a process that could directly impact the product they purchase.

This enthusiasm translated into honest, candid feedback, which proved invaluable for the whisky brand. The participants were open about their likes, dislikes, and suggestions for improvement, which gave the brand an authentic view of consumer preferences—something that more formal market tests might not have captured as effectively.

Streamlined Execution Across Four Centers

MarketGenics.co conducted the CLT across four centers in Uttar Pradesh, ensuring a broad representation of respondents from various Tier 3 towns. The team organized the test in a way that minimized disruptions to the participants’ daily routines, allowing for maximum attendance and participation. Despite the geographic spread and the number of participants, the test concluded efficiently within just three hours, in each of the 4 centers. MarketGenics.co’s well-planned approach and coordinated efforts ensured a smooth process from recruitment to feedback collection.

Fifty respondents from each centers were able to provide their insights within this short time frame, yielding rich, actionable data for the whisky brand. The diversity of respondents, combined with their enthusiasm and candidness, ensured that the feedback covered a wide range of perspectives, giving the brand a holistic understanding of consumer preferences.

Concluding Thoughts: MarketGenics.co’s Role in Driving Growth

MarketGenics.co played a pivotal role in making this CLT a success. From overcoming recruitment challenges to ensuring an efficient execution across multiple locations, the team demonstrated their expertise in consumer research. Their localized approach ensured that the right participants were chosen, and their ability to engage these consumers ensured that the feedback collected was both authentic and actionable.

For the whisky brand, this CLT has provided a wealth of insights into the preferences and behaviors of a key segment of their consumer base. By understanding what matters most to these Tier 3 consumers, the brand can now make informed decisions about product development, marketing, and customer engagement. MarketGenics.co’s ability to connect brands with real consumers, gather authentic feedback, and provide valuable insights has once again proven to be a driving force behind their clients’ growth.