The Context

With the Ohio Division of Liquor Control (OHLQ) managing retail liquor agencies across the state that carry more than 5,000 different liquor products and generating significant revenue for JobsOhio, understanding consumer sentiments is crucial. OHLQ’s 2022 “Savor the Summer” advertising campaign aimed to engage Ohioans and boost sales during the warmer months. OHLQ sought to understand perceptions towards the campaign to inform decision-making for future campaigns.

The Critical Questions

How do Ohioans react to OHLQ’s “Savor the Summer” advertising campaign, specifically focusing on spokesperson perceptions? What are their preferences and concerns regarding the campaign’s messaging and spokesperson?

Our Solution

OHLQ embarked on a qualitative research endeavor, involving a set of focus groups with Central Ohio residents.

Illumination

The focus group sessions conducted by Illuminology uncovered fascinating insights into Ohioans’ reactions to the “Savor the Summer” campaign.

Resolution

Armed with the nuanced understanding gleaned from the qualitative research, OHLQ was equipped to tailor its marketing and messaging strategies effectively. By leveraging the insights obtained through collaboration with Illuminology, OHLQ refined its approach for future campaigns to resonate better with Ohioans.