App helps Carlsberg uncover thinking behind drinks decisions

01-Jun-2017 - Last updated on 02-Jun-2017 at 09:42 GMT

Unprompted and in situ responses: the Pickles app uses 'in-the-moment' insight

The mystery of how and why customers choose what they want to drink in the pub is being researched by Carlsberg UK using a smartphone app called Pickles.

The app prompts pub customers to try a new beer, then it asks questions while they are choosing it to get to the root of their decision.

“The research was around if people weren't opting for their standard beer, what they would go for instead and what was prompting the choice of drink,” said Jack Melton Bradley, research manager at app developers Mustard.

In-the-moment insight

The Pickles app offers what the developers call 'in-the-moment' insight, meaning that the consumer's thoughts are given at the point of engagement.

The research took place in April and looked at the influence of branded glassware and the other drinks available when people place an order.

TV reaction

Carlsberg UK also used the app to gauge reaction to its latest TV advert, ‘The Danish Way’. Carlsberg UK category development manager Hannah Searle said that “unprompted and in situ responses provided an extra dimension” for finding out about the advert’s popularity.