How do Wine Labels Affect Consumers' Perceptions of Wine Quality?

Our Consumer Analysis course tasked teams with producing and distributing a survey, analyzing results, and capturing managerial insights. My team conducted preliminary market research on the connection between wine labels and the wine's perceived quality. We designed and distributed an A/B test survey, visualized our data findings, and adapted actionable insights to answer our research question: How do wine labels affect consumers' perceptions of wine quality?

I created two wine label stimuli using Canva - a simple label (Condition A) and a decorated label (Condition B). In the survey scenario I wrote to accompany the stimuli, I attempted to control for complicating factors such as wine preference and respondent budget by describing a situation in which they have a certain amount to spend for a friend who has a clear wine preference (the stimuli type). We quantified quality by asking participants to assign an estimated price to their label condition and other pricing cues, such as the retail store they expected to find the bottle in.

This project offered a lot of experience in survey design, analyzing and visualizing data, and drawing actionable insights from metrics.