The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
All content for MAFFEO DRINKS: Brands Built Bottom-up is the property of Chris Maffeo and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
109 | The Trend of Ignoring Trends: How Matilda Andersson Uses Ethnographic Research to Uncover Real Consumer Insights in Drinks
MAFFEO DRINKS: Brands Built Bottom-up
46 minutes
2 months ago
109 | The Trend of Ignoring Trends: How Matilda Andersson Uses Ethnographic Research to Uncover Real Consumer Insights in Drinks
In this episode of MAFFEO DRINKS, host Chris Maffeo speaks with Matilda Andersson, Managing Director at Truth Consulting, about transforming how drinks brands approach consumer insights and market research.The conversation explores why traditional focus group research fails to capture authentic consumer behavior, and how ethnographic research (observing people in bars, homes, festivals, and unexpected locations) reveals the cultural truths that drive brand success.Matilda introduces "the trend of ignoring trends," explaining the critical difference between fast-moving fads (TikTok dances, viral flavors) and slow-changing cultural fundamentals (rituals, occasions, social connections) that brands should actually focus on.We examine the premium positioning trap where every brand claims to be premium, creating bland homogenization rather than differentiation.The discussion challenges conventional wisdom about Gen Z drinking habits, revealing they're drinking differently rather than abstaining, and explores why generational commonalities matter more than manufactured differences.Why occasions and rituals as more valuable strategic frameworks than demographic targeting, showing how brands must earn relevance in existing consumer moments rather than creating artificial ones.Key topics include participant observation methodology, brand self-awareness, cultural rituals in modern context, qualitative research integration with quantitative analysis, and how brands can actively shape culture rather than passively follow trends.Timestamps :00:00 - Introduction: Insights, Rituals & Cultural Role of Drinks02:15 - Matilda Andersson Background: Career in Consumer Insights & Drinks Industry05:30 - Cultural Role of Drinks: Historical Context & Modern Rituals08:45 - The Trend of Ignoring Trends: Fast vs Slow Cultural Change12:20 - How Brands Can Differentiate What's Worth Pursuing15:40 - Brand Self-Awareness & The Premium Positioning Trap19:10 - Understanding Your Brand's Core vs Chasing Competition22:35 - Probable Futures: Active Cultural Participation vs Passive Reception25:50 - The Spritz Example: When Trend-Chasing Goes Wrong28:20 - What is Ethnographic Research? Definition & Methodology31:15 - Real Insights Happen at the Bar (and McDonald's)34:25 - The Laziness Problem: Why Brands Don't Observe Enough36:50 - Gen Z Drinking Myths: They're Drinking Differently, Not Less39:20 - Generational Commonalities & Occasions Over Demographics42:10 - Wrap-up: Key Takeaways on Cultural Insights & Ethnographic Research
MAFFEO DRINKS: Brands Built Bottom-up
The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
