Why listening to your gut is no strategy for on-premise success – Comment

Last updated: 05/06/2026 at 5:01 PM

By Charlie Mitchell

28 May 2026

6 Min Read

The on-premise is where things change quickly and where data is sparse.

Data-led presentation in an office

Credit: Mikael Blomkvist/Pexels

Understanding your customer is critical. So, too, is understanding consumption moments, need states and decision-making journeys. Getting inside the consumer’s head and understanding what makes them tick allows for better strategy, and there are countless instances where research has made a significant difference to businesses within the hospitality industry.

As someone who’s delivered countless market research projects and proposals over the past 15 years or so, there’s a quote that fills me with dread. I’m sure you’ll recognise it.“If I had asked people what they wanted, they would have said faster horses.”I probably don’t need to tell you, but the quote comes from one of the great business pioneers, Henry W Ford, and was attributed to him during the period of stellar growth for his Ford Motor Co in the 1920s.It typically rears its head when a senior stakeholder is convinced of their own righteousness, to the point where there is se

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ByCharlie Mitchell

Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]

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