Heineken Success Story
Testing new designs for Heineken’s latest counter mount.
Our User Experience Research experts worked closely with Heineken, developing a key understanding of the experience of users and their awareness of their counter mount.
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Heineken is an international developer and marketer of beers and ciders, with a global portfolio of over 300 brands. In the process of developing a new Counter Mount for their flagship Heineken brand, research was required in order to identify the preferred design.
An online survey methodology incorporating our PackProbe approach was used for this research. Interviews were conducted among a robust target sample of respondents (those who purchased beer in bars or pubs) who were shown the various candidate designs.
The PackProbe research successfully indicated that respondents had a clear design preference across a number of metrics, including recognition, appeal, and brand fit. Utilising the insights from this research, Heineken were able to move forward with the development of the new Counter Mount, which hit pubs, bars and restaurants in 2020.