We utilized our proprietary insight mining and synthesis software, InsightsBase, to connect, mine, and synthesize primary and secondary research in the Wine category.
This synthesis utilized a comprehensive category-specific taxonomy or coding scheme to structure knowledge from diverse information assets.
We used this synthesis to build in-depth profiles of key consumer segments, spanning path-to-purchase, and to develop topic-specific integrated insights.
These evidence-based profiles of consumer decision journeys, and integrated insights on key topics, provided a framework for developing marketing ideas.