Beverage Study

I wanted to reach out personally because my firm, The Good People Research Company, along with advisory support from Dynamic Beverage Consultants, is about to launch a national (U.S.) ethnographic study exploring the cultural meaning of beverages in people’s lives — and I’d love to invite your brand to be part of a very small founding group.


For this work, our anthropologists will use in-person, participant-observation research to uncover and validate the motivations, stories, rituals and lived experiences that shape how U.S. consumers choose and relate to beverage brands. We’ll then deliver findings through a cutting edge, experiential platform featuring AI-driven, conversational Guiding Personas™ as well as a deep searchable, interactive data library.

Our research will continue indefinitely, and we’ll update insight at least quarterly as consumer lived experience in the U.S. evolves and along with it the meaning consumers assign to beverage consumption and beverage brands.

We’re limiting the number of founding brands to support the research, each of whom will receive early access to insights as they emerge, three months of proprietary visibility before public release, and a lifetime subscription discount.


Founding brands can begin with just $5K up front (good for a $2,500 annual subscription for two years) — a small fraction of what this level of research typically costs ($200,000 – $1Million +), and an 75% discount from pricing that will be offered to the general marketplace.

If you’re interested, I’d welcome a quick conversation so you can learn the details of the study and together we can see if your brand is a fit for this opportunity.


Here’s my calendar link. If you’d prefer, you can simply email me directly with questions at craig@goodpeopleresearch and put “U.S. Beverage Consumer” in the subject line.

Below you’ll find a summary of benefits Founding Brands will receive.
We’re aiming to be in the field by March 15, 2026.