Case

Case Study
Study BAT LATAM conducted a study to understand consumer sentiment
towards new legislation in Brazil allowing the use of vaping devices

Understanding
Category Consumer
Management
Sentiment
Tracking Towards
for Coca-Cola
Nicotine Legislation

Challenge: There was a legislation that was due to become law in Brazil that would
legalize the use of nicotine based vape devices across the country. BAT’s LATAM
South DRBU wanted to understand consumers awareness and perceptions of Within 90 minutes, BAT had received 99 submissions from consumers
vaping products, as well as how familiar they were with the legislation in Brazil to across Brazil, giving insights on cigarette usage and attitudes to vaping
legalise them.

Solution: Using Premise, BAT conducted a survey based on convenience

sampling to understand consumers understanding and awareness of vapour
products, they attitudes towards them and how likely they were to use them when
they become legal.

Outcome: Within 90 minutes, BAT had received 99 submissions from across Brazil
showing that just over 50% of current smokers would consider using vapour
devices when the become legal and which attributes they consider to be positives
and negatives about the products
 Case Study

Overcoming Digital
Ordering Barriers

Challenge: Following the launch of a new digital sales platform for retail
customers across five key key markets in South America and Africa, BAT
were unable to gather feedback at scale to understand why adoption, usage
and ROI was lower than expected

Solution: BAT utilised Premise contributors across 2 continents, to conduct

detailed interviews of independent store owners to understand the barriers
to adoption and the concerns they had moving away from purchasing new
products in cash to using digital platforms

Outcome: Within days, BAT had already started to receive insight from the “We benefited from the speed and agility of using Premise. The objective
markets and as a result of the insight Premise provided, BAT identified of the research was fully accomplished”
several key blockers to adoption and revised their approach to engaging Javier Cerdio España
independent shopkeepers Regional B2B Manager – AMSSA
 Case Study
Identifying Blockers to
Independent Retailers Using
Cashless Payments

Challenge: In order to increase the number of retailers using alternative to

cash payments, BAT needed to understand the feasibility of various digital
payment solutions as well as retailers sentiment towards moving away from
cash

Solution: Engaging Premise contributors across 7 countries, BAT

crowdsourced insights from retailer interviews focussed on understanding
awareness of cashless payment solutions, likely adoption rates and common
barriers for cashless B2B and B2C payments

Outcome: BAT were able to to identify and prepare to address the major “Due to the speed and how we get the results, we have almost real time
concerns that traditional trade retailers had about adopting cashless data”
payments including technology requirements, trust in financial institutions and Adriana Asch
reliability NEXT Project Manager- AMSSA
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Responses
Case Study
Uncovering Delivery App
Usage Trends and Consumer
Preferences

Challenge: Understanding consumer preferences in terms of app usage.

Visibility on brand, products purchased and consumer experience pain points

Solution: A survey asking a targeted selection of contributors to respond to a

series of questions on the apps they use and how, when and why they
engage with them.

Outcome: Insight into competitors within the space. Various opportunities

surfaced through consumer habits and the confirmation of previous beliefs
around the market.
 187 Interviews

Case Study
Uncovering Perceptions of
the BAT Connected B2B
Application

Challenge: Having released the Connected App across Mexico, BAT were not
able to understand perceptions of it’s functionality and impact on the retailer’s
business in order to drive improvements and adoption

Solution: Leveraging Premise’s Contributor network in Guadalajara, Mexico,

BAT were able to crowdsource insights on key themes based on interviews
conducted with shopkeepers who use the Connected app

Outcome: By using Premise, BAT was able to gain a clear understanding as to

the frequency store keepers were using the Connected app, how it compared
to others on the market and the functions and features that were most and
least valued from it’s B2B customers. With this insights, BAT can evolve and
reposition the application based on real customer insights
 Case
Case Study
Study

Conducting Traditional Trade

Category Management
Tracking
Retail for in
Audits Coca-Cola
Nigeria and the
DRC

Challenge: Capturing insights and visibility from the Traditional Trade sector
is expensive and the data is often out-of-date and unreliable. In order to
increase distribution and grow market share, BAT needed a solution that
provided accurate and real-time data from the informal trade sector.

Solution: BAT leveraged Premise’s network of Contributors across Nigeria

and the DRC to visit traditional trade stores and kiosks to capture the store
locations, pricing, product availability, competitor data and product images

Outcome: As a result of the insight Premise provided, BAT was able to take
action to improve product distribution and availability where they were
losing to their competitions as well as understand how the competitor was
marketing their product Custom dashboards show specific store details as well as aggregated
product coverage and brand share per country and region.
“Premise has become one of our go-to solutions for gathering market information for
subsequent analysis to generate insights and support our decision-making process.

Their agile methodology meets our needs to access information in real time while
maintaining a high level of quality and accuracy. We have successfully used Premise in the
past and we plan to continue leveraging on this platform to obtain valuable information for
our Business.”

Javier Cerdio España

Program Management Office - LANCAR