Studying habits of target audience helps a brand improve its campaigns and better understand what a consumer might want. Courvoisier has released the ‘Going Out Upgrade’ research, a comprehensive study dedicated to the culture of socializing in the UK, which can help the brand itself as well as other manufacturers, which products are consumed during or before night outs, to get a deep insight into the modern world of nights out.

“Charting the ‘Going Out’ journey from straightforward to sophisticated, this white paper picks out current trends and, from the findings, predicts where and how we’ll be socialising in the future. Ultimately, it serves the why, how and what to something we’re all looking for, now and in the future: a great night out,” says the brand on its official website.

Photo: The front page of the Courvoisier’s the Going Out Upgrade paper

The study, which can be downloaded here, was written by Loma-Ann Marks (founder and editor of arts and culture magazine Culture Compass) and Addie Chinn (writer, photographer, editor, social anthropologist and drinks enthusiast), who are members of Courvoisier The Future 500, a network founded 2007 and uniting most creative and forward thinking people in the UK. In the new ‘Going out’ research, the brand explores current attitude to various places to go for the night out, drinks, food, apparel, the influence of digital and more, and is based on opinions of respondents from a range of areas—bar owners, major arts institutions, designers, boutique events companies, journalists, artists, PR companies and events organizers to name but a few. “The purpose of this paper is to look at and reflect upon current trends in going out, discover why they’ve arisen, and, from this, aim to predict how we’ll be socializing in the next 5 to 10 years,” says the introduction to the study.

Here are a few insights from the research:

—79% of respondents confess that they use printed media as guides in choosing the place for a night out, 75% say that they surf websites to make their choice.

—31% of people, who were surveyed, say that popularity and ‘buzz’ of the place is “very important,” 25% shared that the design and decor of a place is “extremely important” and 35% noted that it’s “very important.”

—60% of respondents confess that they don’t spent much time choosing a person who will accompany them on nights out, preferring to be spontaneous, while 52% are “Open to meeting new people.”

—61% of people have visited a gallery in the last month, and this is more than a number of respondents who have been to a gig, a club or the cinema.

The ‘Going out’ study is the second of four Upgrade insight research reports, created by the brand in collaboration of Courvoisier The Future 500 experts and visionaries, the first was dedicated to the city theme and can be downloaded here.