New Cardinal was founded in 2020 by Martin Dinkele, formerly head of Cardinal Research, board director at HPI Research and SVP of Food & Drink at Savanta.

Martin has over 30 years of market research experience, specialising in the drinks sector and licensed trade.  During this time he has worked with many of the biggest drinks companies and operators to provide compelling consumer, customer and shopper insights.

He would work alone or with trusted associates to help answer your brand or business issues. 

All interesting challenges welcome:

- Consultacy and advice

- Reviewing a pile of data and reports to get some insights and direction

- Full research design and delivery

- Short term role (e.g. maternity cover), NED position or project management to fill resource gaps

Market research and consultancy about all aspects of the drinks sector and licensed trade including:

- Product testing - product optimisation, margin improvement, product claims testing

- Path to purchase - shopper journeys and decision making in the on and off trade

- Route to market - understanding the drivers and barriers to listing your brands

- Outlet segmentation - understanding the role of distribution in brand equity

- Test markets - getting insights from small scale tests to inform roll out 

- Trade and bartender research - how to get the most out of trade advocacy

- Health checks - understanding what's  affecting brand or site performance

- NPD and concept testing - how appealing is your idea, who would buy it and where might it be listed

- Legal and licensing - if you're having issues getting planning or licensing approval or concerns about passing off

We can save you money because before we suggest anything we'll ask if you really need more research.  Some immersion, analysis of existing data, observations and our collateral knowledge may well be quicker, better and cheaper.

If research is definitely needed we'll identify the right approach (e.g. surveys, qualitative, observation, mystery vistis, pure consultancy) and the right scale to fit your budget and timings. 30 years research experience means we know how to ask the right questions.

Analysis and reporting goes beyond describing data. We know about market dynamics, route to market and industry trends to elevate data into insights. 

We get close to point of purchase. Observations, in situ research and talking to staff means we understand actual decsion-making and shopper behaviour.