Deep dive into drinking occasions

Five years into his role as head of strategic insights at Heineken UK, Mick Doran believes that the brewing industry is learning valuable lessons from other FMCG sectors in becoming more consumer inspired and brand led.

“Since he joined the brewer, Doran has established a shopper segmentation framework, which he says has helped his department to have more fruitful discussions with consumers, as well as internally. The ultimate aim of this segmentation is for Heineken to deliver products that meet changing consumer wants or needs – by looking at the ‘what, who, when, where, why’ – and the ‘why not’ – of shopping decisions.”