By: Thomas Pellechia
October 9, 2018
Read the article on Forbes
While the Wine and Spirits Wholesalers of America (WSWA) organization tries its new SIPSource program to accurately compile data for better alcohol industry planning and marketing, Roger Noujeim says he has the answer for the wine industry.
Noujeim is cofounder and CEO of Quini, a data service subtitled Wine Intelligence. He says the company’s “intelligence” is built on consumer feedback, which he also says is the best way for wine producers to develop product planning and marketing.
To Noujeim, Quini represents definitive data gathering. He says, “What the wine industry desperately needs, which is what the giant wine producers and consumer product leaders already know and do, is to access consumer feedback: sensory and attitude data, data by those who vote with their wallets; information that can accurately indicate if a wine or category will likely continue to do well or not; the type of data that answers the ‘why’ and what will likely happen, rather than the ‘what’ happened in the past.”
By “in the past,” Noujeim references the distributors’ product warehouse depletion reports, which form the basis of the SIPSource program WSWA is trying to develop with Vermont Information Processing and Nielsen Data. Noujeim says his company’s approach to gathering data is based on leading with consumer preferences rather than following through sales figures.
The preferences Quini measures are not gathered by way of a handy wine app a shopper carries into the store. Noujeim says, “…the sources for such data that I am aware of, like the typical wine apps, offer only superficial star ratings and some text reviews. Hardly deep enough for what is truly required for real actionable research… A true industry will want far more detailed data in their (sic) research than stars, thumbs ups, what people are scanning (not an accurate indication of a sale), or even what they are searching for online.”
Quini is the ancient Latin word to depict the concept of “five at a time.” Quini Data integrates consumer-generated data using five levels or modules:
- retail consumer and retail staff social media sharing online as well as at brick-and-mortar locations
- the Quini Somm dashboard group tasting and research that mimics a focus group in person or a survey with people at home
- the Quini App that captures over 30 sensory and attitude wine tasting data points
- a ready-to-use analytics dashboard—Quini Analytics
- an optional private data network—Quini PDN—that enables clients to capture and retain data for their own use
Noujeim says, “Quini merely is a toolset that enables industry to initiate and accelerate market research without the high cost and delays of third party research firm projects…We help companies to collapse decision making from days and weeks and thousands of dollars spent on research, to seconds and a click.”
Producers and retailers first choose the products on which they seek to gain data and then they use Quini modules to engage their own customers. According to Noujeim, “This makes the data local and relevant to each player, depending on their particular business requirements. The Quini Data system asks both sensory and attitudinal questions, like what are your expectations from this product…what do you feel about the price?” He adds that a 0-100 scale applied to each measure provides “decent data on the consumer sentiment for the respective question.”
Quini Data also gathers consumer profiles, which includes information like their generational status, income, the city they live in, and so on. If they consent to sign in through their Google or Facebook account Quini Data gains added understanding of consumer profiles.
It’s a matter of time for Quini to prove whether or not it is the answer to the wine industry’s need for data gathering in planning and marketing. But it’s clear the overwhelming majority of information Noujeim claims Quini Data gathers doesn’t show up in a distributor’s depletion report.
About Thomas Pellechia
I am an independent wine writer, but once was a writer and producer of audio visual presentations in New York City, and a home winemaker in my spare time. I followed the winemaking bug to the Finger Lakes region of New York where I made wine for a small winery. Over the past two decades, I have also worked as a wine distributor representative and part owner in a retail wine shop in Manhattan’s East Village. I have had hundreds of articles about wine (and food) published in trade magazines, two ongoing upstate NY newspaper columns, and authored five books with wine and/or food history as their subject.