Boston Beer uses fast, iterative research to remain innovative

Testing 87 new beer flavors in 24 hours

With a lofty goal of launching four new flavors of beer into an unknown market in just a few months, Boston Beer’s small but mighty insights team needed to conduct some serious research without breaking the bank—and fast. To narrow down their list of 87 potential new flavors, they turned to aytm’s research automation platform and team of research experts to guide their efforts and maximize the insights gained. Through this blossoming partnership, Boston Beer’s researchers were able to impress internal stakeholders with iterative results and budgets, opening doors to more strategic and dynamic conversations.



  • Boston Beer needed to pick four new flavors to release into a new space.
  • With 87 flavor ideas to be tested, the insights team of two needed to narrow down the field based on consumer feedback.
  • Traditional market research wouldn’t be fast enough to meet a fast approaching deadline to launch.

Target Audience



  • Using aytm’s research automation platform, they conducted a MaxDiff study with TURF analysis.
  • Faced with challenges, the team felt confident that they could lean on aytm for support and expertise.



  • Accessing results of the study in under 24 hours and presenting those findings to stakeholders was a huge win for the insights team.
  • The research was used to identify the top four flavors offering the best opportunity for success.