At Pierrine Consulting, we believe that innovation is the key to staying competitive in today’s dynamic market. Our recent collaboration with Nigerian Breweries, the makers of Goldberg Lager, is a testament to our commitment to driving product innovation and helping brands thrive in a rapidly changing landscape.

The Challenge:
Nigerian Breweries approached us with an exciting challenge: to introduce a new product variant, Goldberg Black, and redefine the lager market. To achieve this, they needed insights that would guide their product development strategy and ensure the new brand’s success.

Our Approach:
Our journey began with an extensive product innovation research project aimed at gathering consumer feedback on the viability, market-fit, and recruitment power of a potential dark lager. We left no stone unturned; we covered a wide spectrum of consumer insights. We delved into spontaneous associations, consumer likes and dislikes, acceptance levels, perceptions, and expectations regarding the new product. We also gauged consumer excitement levels, conducted market mapping to understand its fit in the market and its associations with other brands, and assessed the recruitment power of Goldberg Black, determining the optimal format and pack size to ensure its successful launch.

Additionally, we explored critical factors such as consumers’ bitterness expectations, where the dark lager would fit in their drinking repertoire, their view of its taste profiles compared to existing propositions, and their opinions on colour preferences.

Our Secret Weapon – The PI3 Framework:
We applied our proprietary Insight Consulting Framework (PI3), a methodology that many of our satisfied clients call “the Pierrine approach.” It combines years of industry expertise with cutting-edge research techniques.

Our qualitative research technique, Triads, allowed us to evaluate the potential new product concept both at an individual level and within groups, ensuring a comprehensive understanding of consumer preferences. Covering a diverse demographic, including gender, age (18 years and above), drinkership categories (core lager drinkers, stout drinkers, flavoured alcohol drinkers, bitter spirits enthusiasts, and spirit drinkers), SEC (BCD), and residence (urban and semi-urban), we conducted research in multiple key locations like Lagos, Port-Harcourt, Onitsha, Makurdi, Abeokuta, Aba, Enugu, Ibadan, and Abuja.

Our collaboration with Nigerian Breweries and the launch of Goldberg Black is a testament to our commitment to driving innovation. If you’re a brand manager looking to unlock your brand’s full potential and take your products to the next level, we invite you to learn more about how Pierrine Consulting can help you achieve your goals.

Ready to Innovate?

Our team of lead researchers is ready to discuss how we can help you innovate and improve your business with data-backed strategies. Book Your Consultation Here and let’s embark on a journey to redefine your brand’s success.

Innovation begins with insights. Let’s co-invent the future with you!