Whiskey Journey:

Mapping Behaviors to Design Revenue Growth

Breakout Session

Paul Miklautsch
Start Something Bold

Micah Zender
Start Something Bold

Keynote Title: Whiskey Journey: Mapping Behaviors to Design Revenue Growth

We’ll take a deep dive into how brand behavior mapping helped a billion dollar whiskey company develop a strategy to recapture the bourbon millennial. In this interactive session, we will guide you through how we uncovered why millennials choose their whiskey brands. You’ll see how we used different research techniques to:  

  • Conduct Ethnographic Interviews: Understand ‘why’ consumers behave the way they do
  • Map Customer Journeys: Capture the customers’ evolutionary journey
  • Segment Customers: Distil observational research findings to create unique customer categories
  • Map Brand Behaviors Show how brand perception and association influence purchases

You will learn non-traditional ways we’ve developed to conduct research and translate insights from customer journey maps into growth opportunities. Plus, you may learn a thing or two about bourbon, whiskey, and scotch.

Key Objectives/Takeaways Participants Will Learn: 

  1. Map Customer Journeys: Capture the customers’ evolutionary journey 
  2. Segment Customers: Distil observational research findings to create unique customer categories 
  3. Map Brand Behaviors Show how brand perception and association influence purchases 

Speaker Bio

Paul is an industrial designer, speaker, and business leader who has extensive experience growing companies. His understanding of how business objectives integrates with product strategies gives him a unique perspective on how to help clients reach their goals. 

Speaker Bio

Micah is a graphic/digital designer, educator, and researcher who has helped companies across multiple industries uncover radical solutions that have led to growth. His view of design as both a discipline and a process allows him to apply a unique lens to each problem in order to craft uniquely new solutions.