Consumer Motivation: The Craft Beer Boom

In the world of business, advertising is essential to
success. With all of the technological clutter that consumers
face every day, creating impact can only be
achieved through deep understanding of what the
target audience’s motivation for purchasing is. Our
research team has been watching a monumental rise
in demand for craft beer, and to reach that market
successfully, we have set out to find what the emotional
motivation behind this surge is. We have come
to the educated belief that it is driven by a generational
desire for new experiences. Using a systematic
research method, we set out to answer our question.
We began with secondary research in the form of descriptive
statistics, and using these we ran a focus
group to develop qualitative research. In complying
with ethical research standards, consent, privacy, and
right-to-record forms were used. Lastly, results are
pending for our inferential statistics questionnaire.