Picture of Jon Hackett

Jon Hackett

Jon is co-founder & CEO of h2\. He works at the intersection of marketing, economics and consumer research, where he specializes in strategic marketing, pricing, and new business ventures


Andrew is an International Qual Research Director with over 12 years of experience. He has worked on numerous brand equity and positioning research for a variety of different industries including mobility, services, FMCG, retail and luxury. He is also a trained hypnotherapist and expert on foundational, emotional marketing.

Crafting the Future of Flavor: Decoding Consumer Preferences in Non-Alcoholic Spirits 

How to evaluate consumer logics within this new market of non alcoholic spirits in order to orient the development of our offer?

In 2023, h2 worked alongside a multinational aroma and fragrance company to create a basis of insights for innovation, research and development within a relatively new segment, non-alcoholic spirits. The potential for growth within the category, combined with the difficulty in development of high quality products made it vital to explore the landscape of this burgeoning segment. The primary objectives were twofold: to understand the usage patterns, levers, and barriers of entry into non-alcoholic beverages, particularly spirits, and to uncover the ideal flavor profiles that resonate with consumers. 

The comprehensive study unfolded in two distinct phases, each meticulously designed to address the client’s specific inquiries. First, h2\ delved deep into the lives of consumers and prospects, unraveling their consumption habits, preferences, and thoughts on non-alcoholic, as well as alcoholic spirits. This initial phase provided invaluable insights into the intricacies of consumer behavior surrounding this novel category.  

The second phase involved a unique tasting session, where h2\ employed an innovative approach combining Ericksonian communication cues (hypnosis) and mindfulness techniques. This unconventional methodology aimed to create an environment of heightened concentration, focus, and sensory perception during the tasting experience. By exploring expectations, key criteria in flavor and mouthfeel, as well as the anticipated effects on the drinker, the tasting session added a nuanced layer to the research.  

The analysis derived from both phases empowered the client to make informed decisions in steering their research and development efforts for non-alcoholic spirits tailored to their business clientele. This collaborative endeavor not only illuminated the evolving landscape of consumer preferences but also provided an operational framework for sensorial experiences in the development as well as in the evaluation of their product innovations. 


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