In July 1966, an anonymous editorial in A Monthly Bulletin explained how breweries of the time carried out market research into beer.
AMB was a Reader’s Digest style magazine focusing on beer and pubs and was published by the Brewers’ Society. About 18 months ago, Martyn Cornell sent us his spare volumes (he retains a full set) and we’ve been going through them with a fine tooth comb lately while researching a Big Project which is how we came across this article:
If you are market-researching in beer, you cannot merely send your team out for the day to knock on every other door in a suburban street. For one thing the men, who are probably your main customers, will be out at work: for another, they will not appreciate your representatives calling while they are out to ply their wives with drink.
The author explains that market research begins with sales statistics and surveys distributed to ‘bartenders’ (those who think that word is a recent Americanism, take note) and customers, before moving on to taste tests:
In the early days of market research in beer, tasting tests were conducted rather tentatively. Perhaps at heart the researchers wondered whether, deprived of the guidance of labels, consumers might not be foxed by any two beers of the same colour. In fact, it has been found that consumers’ discrimination is good provided only that they are kept to the kind of beer — mild, bitter, or whatever — to which they are most accustomed.