February 19 2011
Wine Intelligence, a wine research firm based in London, released their “Portraits USA 2011” report this week highlighting six distinct groups of consumers based on their relationship with wine.
According to the press release and marketing materials, the research provides insight into six prevailing consumer-based wine segments.
To this I say, “Fantastic.”
I also say, “Constellation Wines did this in 2006 with their Project Genome study and the Wine Intelligence bracketing of consumers has more than a passing resemblance to the Constellation study that was hailed at the time as a ‘landmark’ piece of consumer research.”
Take a look at the three images below and tell me that they aren’t materially the same. The only difference I can determine is you can read a substantive summary of the Constellation research for free and the Wine Intelligence research will cost you $3,750.
No mention in the Wine Intellligence marketing materials about methodology or inspiration for their market segmentation, either.
PT Barnum said there’s a sucker born every minute. PT Barnum didn’t acknowledge, however, people with a memory like an elephant.
Constellation Project Genome
Comparison Chart Between the Two