A national customer survey that reshaped marketing and product

Ballistic Beer Co., a thriving Brisbane-based craft brewery, wanted a far deeper understanding of its market and customer personas to guide marketing and product decisions.

The goal was to design an extensive survey that would garner statistically significant results and could be scaled to the Australian population.

That data then needed to drive real decisions (shaping marketing strategies, redefining the brand and product portfolio, and targeting specific markets) which demanded both rigorous survey design and sound statistical analysis.

We designed and delivered an end-to-end, large-scale national customer survey for the brewery.

We used targeted social media advertising to disseminate the survey, a cost-effective method that also reached hard-to-reach demographics traditionally more expensive to sample, gathering a large and diverse set of responses and achieving statistically significant results.

We scaled the collected data to the Australian population using a model built in Alteryx, giving a far more accurate representation of the brewery's market.

We then segmented this granular data into unique, statistically grounded customer personas to underpin the marketing strategy.

Ballistic Beer Co. gained evidence-based customer personas built from a statistically significant, population-scaled sample.

Those personas were used to redesign the brewery's marketing strategy and reshape its brand and product portfolio.

The work enabled sharper targeting of specific markets, with decisions grounded in real customer understanding rather than guesswork.

The project demonstrated the value of innovative data collection and advanced analytics in the beverage industry, helping the brewery make informed, strategic decisions that support growth.