Natalie and I continue to see very little engagement from Braxton, so we are no longer sure if it will be possible to conduct the AVM session, which I really think would be a huge lost opportunity for them. In any case, it will not be able to influence the direction of the project as strongly as I would have liked, because our surveys are nearly complete and about to be placed. I feel confident we will deliver a rich set of recommendations and new ideas to Braxton, but given their low engagement, the value they place on this project does not seem very high, which makes it really hard to deliver the impact Natalie and I wanted to make.
in addition to survey development, I have expanded our qualitative research by conducting test-run tastings with family & friends, to prepare for larger tasting research & qualitative interview sessions we'll hold over the next 2 weeks. The format so far has been to evaluate a Braxton beer among a sets of 4 beers of a given style, focusing on Cream Ales and IPAs. Being in Nashville this weekend, and flying into Burlington, VT tomorrow, also means the people have little or no familiarity with Braxton or other Cincinnati-area brewers, which is an interesting and valuable perspective that I'm glad to get.
I think we will probably try to design and analyze a 2nd iteration of survey research that more fully incorporates our qualitative findings, even though that will mean analysis and recommendations from it will have to be done under tight timing.
Onward!
Recent Comments