Distilling the lasting impact of brand experience.
Jameson Distillery Bow Street visitor centre is an award-winning Brand Home facility in Smithfield, Dublin.
The visitor centre welcomes 360,000 visitors annually and plays an extremely important role for the Jameson brand in terms of creating financial value and loyal advocates.
The experience offers guests the opportunity to taste, touch, smell and interact with Jameson in the original distillery buildings via a range of fully hosted experiences.
The primary research purpose was to evidence that the Jameson Brand Home at Bow St. has a positive lasting impact on Jameson advocacy and drinking, while secondary objectives included, understanding the most important aspects of the experience, monitoring and tracking experience delivery year-round, and bringing the customer to life for employees.
Before the visit
Establish a benchmark of visitors’ disposition towards Jameson before experiencing the visitor centre.
Ten days later
Assess immediate impact and identify the aspects of the experience contributing to loyalty and advocacy.
Eight weeks later
Assess lasting impact, after visitors had returned to their normal routines and had further opportunities for Jameson consumption.
Feedback was gathered on three occasions to understand the additional impact of the visit on visitors’ advocacy and behaviour.
The first stage established a benchmark before the visit. Follow-up research ten days later explored immediate impact, while the final stage, eight weeks after the visit, assessed whether that impact lasted.
Turning visitor feedback into practical insight.
A key part of the output for this programme is an online dashboard, accessible to a range of client users, to promote understanding, engagement with the programme and active usage of outputs.
Based in the Forsta Platform, the dashboard allows users to navigate results with ease, across key metrics and verbatims.
We also provide quarterly reporting which enables performance trending, key driver analysis review, deep understanding of nuanced movements and their implications, verbatim coding and analysis and highlighting of recommended actions.
About W5
W5 is a customer experience consultancy helping organisations bring their brands to life through customer experience design, delivery, and measurement. We combine research, insight, and practical advice to help organisations understand their customers and improve the experiences they deliver.
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