The Cardinal way is about getting close to the Point of Purchase and "real life" research.


Services

Whether that’s on or off trade, licensees, staff or consumers at home or internationally – we give you the answer and the story behind it.

We specialise in the on trade. It’s a dynamic and unique channel and it requires expertise and experience. That’s what clients get with Cardinal.

We provide bespoke research solutions and a personal and senior level of service to every project. This is what we do:

  • PRODUCT TESTING
    “No church halls, no plastic cups”. Real bars, real glassware, real volumes and real environments.

    There are four steps to success: first, excellence in logistics and quality control. Second, good survey design so that consumers drink realistic volumes responsibly. Third, use consumer friendly language. And finally, find the right story in the data and compare the results with appropriate benchmarks and wider knowledge of the industry.

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  • TRACKING
    We bring contextual industry knowledge to the interpretation of on-going tracking data.

    What characterises our tracking? Respondent friendliness: often shorter surveys, with to-thepoint and relevant questioning that uses real trade and consumer language. Then interpretation that goes beyond describing the data and gets to the drivers of change.

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  • BRAND MARKETING
    By being immersed in the drinks business we truly understand how brands live, breathe and evolve.

    There is a unique dynamic of consideration, purchase and consumption in the on trade – and we embrace it. We also understand the relationship between on and off trade adoption.

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  • RETAIL MARKETING
    Our deep immersion in the on trade drives our keen understanding of “both sides of the bars”.

    Taking in the full range of perspectives is an important feature of retail marketing research.

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  • CATEGORY MANAGEMENT
    On and off trade, understanding how people interact with the category that’s in front of them is crucial

    What drives consideration and choice is what it’s really all about – so, fixture and on shelf merchandising and layout, PoS, signage, fridge display and font positioning are all relevant. These things help us understand consumer paths to purchase in a bar or store.

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  • ON TRADE STRATEGY
    Knowing the on trade inside and out is what Cardinal is known for – our channel expertise is second to none.

    It makes sense that we are asked to apply that expertise for the likes of Bacardi, Heineken, and others all around the world in both emerging and mature markets. They work with us to get a grip on how the channel is structured and the best way to manage their brands within that structure.

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  • MYSTERY VISITING & AUDITING
    The Bar Flyers in outlet field team – blue-rinsers need not apply.

    We provide brand owners with live market intelligence from where it’s often hard to find. The Bar Flyers are discreet, empathetic, trained in outlet segmentation and accurate – and can easily go unnoticed when required for mystery visiting.

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