Here are three examples of different ways of slicing the data from our August 2009 research that demonstrates some of the high level detail we can deliver from our custom WDR segmentation.
The first shows the preferred drink for each major age group. Notice how wine becomes the preferred drink as we get older, mostly at the expense of lager.
Spirits are enjoyed across all age groups but are more favoured by the younger drinkers.
Preferred drink by age group
Here is a different view – much more variation in this analysis; eg some striking differences between men and women (lager & bitter vs wine) and between socio demographic groups.
Preferred drink by gender and socio demographics
The third view is by region. Most of us have some stereotypes in mind about the North / South divide or what people in the various regions in the UK tend to drink.
Well, here is the WDR view :
Preferred drink by region