Research Purpose and Background

The purpose of this research is to test two potential label concepts for a Basement Brews’ seasonal brew, Honey-Do Wheat, in order to determine which one resonates best with their target audience.

Basement Brews is a niche craft brewery with national distribution, having expanded from a small brew pub in Denver to one of the top 20 largest craft breweries in the country. Basement Brews’ beers resonate with young beer drinkers because of their big flavor profiles and higher than average alcohol content. Honey-Do Wheat will be their very first seasonal wheat beer.

Target Market to Interview

Males, nationally, aged 21 to 40 years, who drink craft/premium beer 1+ times per week.

Interview Questions

	To get things started…what is your favorite brand of craft beer?
	What is it about [INSERT NAME OF BEER THAT RESPONDENT PROVIDES] that makes it your favorite?

	I’m now going to show you a potential label for Basement Brew’s seasonal beer Honey-Do. Please take a moment to look it over and let me know when you’re ready to chat again. I’ll be here if you need anything.
	SHOW LABEL 1

	What three words would you use to describe this label design?
	What makes the word _________ come to mind?

	When looking at this label, what stands out to you?
	What makes that stand out for you?

	Please describe for me anything you specifically like or dislike about the label.
	What is it about ____ that you like?
	What is it about ____ that you don’t like?

	Switching gears slightly… What do you think this label is trying to communicate to you about Honey-Do?
	And what specifically about the label makes you think this?
	Based solely on this label, what would you expect this beer to taste like?
	Take a moment and imagine someone drinking this beer. What would that person be like?

	Next I’m going to show you another label. Please look it over and let me know when you’re ready to chat again.
	SHOW LABEL 2

	What is the first thought that comes to mind when looking at this label?
	What specifically about the label brings this to mind first?

	When looking at this label, what stands out to you?
	What makes that stand out for you?

	Please describe for me anything you specifically like or dislike about the label.
	What is it about ____ that you like?

	Describe for me what you think this label is trying to commuicate to you.
	What specifically about the label makes you think this?

	Based solely on this label, what would you expect this beer to taste like?
	What makes you think this?

	To wrap things up….imagine you’re at the store, browsing through the beer aisle. In your opinion, which of these two labels does a better job at motivating you to try this beer?
	What makes you say this?

Those are all the questions I have. Thanks for your time and feedback.