Premium Beer Brand Perception Study - Heineken
Understand US consumer perceptions of Heineken and premium imported beer positioning
Richard Islas
I’m a 55-year-old married homeowner outside Harrisburg, working full time in finance customer service and running a careful, bilingual household. I value routine, clear value, cooking, music, and staying steady and independent while managing some ongoing he…
Dean Mcdonald
Dean Mcdonald is a resourceful 41-year-old father of four in rural Tennessee, living on a very low income. Pragmatic, community-minded, and frugal, he prioritizes durability, no-contract pricing, low-data solutions, and honest communication while managing c…
Jeremy Arriaga
I’m a Miami guy who walks most places, speaks Spanish at home, and runs life with my wife on a careful, no-nonsense budget. I like things clear, useful, and honest—whether it’s lunch, work, or keeping my blood pressure meds affordable.
Adriana Williams
I’m a rural Oregon mom of three managing a tight household budget around family, faith, and logistics. I choose dependable, low-hassle options over hype, balancing cost, distance, and realistic health habits shaped by thyroid issues.
Joseph Klenk
I’m a 46-year-old Columbus husband and father, working full time as a healthcare cashier while stretching a very tight budget. I rely on routine, plain facts, and practical choices as work, family, faith, and ongoing health issues shape my days.
Austin Bradley
I’m a 36-year-old Black man in rural Pennsylvania, living on a tight budget and managing disability, diabetes, and blood pressure issues. My life runs on routine, plain dealing, and keeping things practical, affordable, and independent.
Richard Islas
I’m a 55-year-old married homeowner outside Harrisburg, working full time in finance customer service and running a careful, bilingual household. I value routine, clear value, cooking, music, and staying steady and independent while managing some ongoing he…
Dean Mcdonald
Dean Mcdonald is a resourceful 41-year-old father of four in rural Tennessee, living on a very low income. Pragmatic, community-minded, and frugal, he prioritizes durability, no-contract pricing, low-data solutions, and honest communication while managing c…
Jeremy Arriaga
I’m a Miami guy who walks most places, speaks Spanish at home, and runs life with my wife on a careful, no-nonsense budget. I like things clear, useful, and honest—whether it’s lunch, work, or keeping my blood pressure meds affordable.
Adriana Williams
I’m a rural Oregon mom of three managing a tight household budget around family, faith, and logistics. I choose dependable, low-hassle options over hype, balancing cost, distance, and realistic health habits shaped by thyroid issues.
Joseph Klenk
I’m a 46-year-old Columbus husband and father, working full time as a healthcare cashier while stretching a very tight budget. I rely on routine, plain facts, and practical choices as work, family, faith, and ongoing health issues shape my days.
Austin Bradley
I’m a 36-year-old Black man in rural Pennsylvania, living on a tight budget and managing disability, diabetes, and blood pressure issues. My life runs on routine, plain dealing, and keeping things practical, affordable, and independent.
| Age bucket | Male count | Female count |
|---|
| Income bucket | Participants | US households |
|---|
Summary
Themes
| Theme | Count | Example Participant | Example Quote |
|---|
Outliers
| Agent | Snippet | Reason |
|---|
| Participant | Response | Actions |
|---|