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    All In Moderation is a boutique, full-service marketing research firm specializing in all forms of qualitative research, including focus group moderation, in-depth interviews and ethnographies to help you understand your target audience.

    We have over 25 years experience drawing out what people think, feel and do with your company, product, service or advertising. By observing your target audience, understanding what is relevant to them, knowing what they believe and how they want to be seen, you can more effectively communicate with them.

Testing Alcohol

Wednesday, 29 October 2014


I've conducted taste tests for beer and wine before, but admittedly in the late 80s and early 90s.  Recently, in setting up a new study, I've discovered how things have changed when it comes to alcohol taste tests.  

First, the idea that we should get a bunch of friends in a bar and videotape them drinking (which I recall being proposed by eager account planners) is not as practical or informative as it sounds.  It's noisy, there is a lot of extra work and there are tremendous liability concerns.  Really, the best way to do it is through a qualitative research facility.  Facilities will hire a catering company with a license to distribute alcohol.  A good, experienced facility will help you protect yourself from the legal issues. If they don't know or are asking you these details, look for a new facility.  At the very least, make sure your study has a waiver that respondents sign saying that they are taking full responsibility for their actions AND ensure that the research incentive includes the cost of bringing a designated driver.  Consider the role of food in the discussion and limit the extent of straight-shot testing versus alcohol with food.   

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