The new wave of beer drinkers are ‘keen to take beer beyond its conventional circumstances and timings’ – and Foresight Factory has analysed over 98 million social media beer posts to pick out the emerging trends in beer. Foresight Factory, a London-headquartered consumer analytics company, followed social media activity over a 12 month timeframe (thus evening out seasonal trends).
It acknowledges that following social media trends does not equate to an exact science: but points out that it can give a good impression of what today’s consumers want. “We understand that people share the things that make them look good, seeking out the best moments, funniest quotes and most enviable pastimes to share with others online. “In other words, social media may not always truthfully reflect everyday life but rather an aspiration of how we would like to be perceived by others. This is why we use social media analysis to shine a light on those behaviours that consumers want to adopt and to be associated with – in the knowledge that many will turn aspiration into (commercial) reality too. “We believe such insight can drive NPD and competitive advantage.”