Understanding the Actual Iced Coffee Consumption Patterns and Needs throughout the Home
As coffee consumption occasions continue to diversify, consumers are increasingly enjoying both hot and cold coffee beverages throughout the year. The client sought to better understand coffee consumption behaviors, preferences, and needs, identify attractive target segments, and explore opportunities for effective communication and brand growth.
Our Work
- Conducted a 3 day online community to understand the role of coffee within consumers’ everyday beverage repertoires
- Conducted focus group discussions to explore coffee consumption habits, consumption occasions, needs, and perceptions of different coffee formats, while gathering feedback on the client’s brand and product concepts
The Outcome
- Identified consumers’ values, needs, and consumption occasions for coffee, with a particular focus on cold coffee consumption
- Uncovered consumer perceptions of major coffee brands in Japan
- Recommended communication approaches to strengthen consumer relevance and attract target consumers
“Thank you very much for your comprehensive and well-organised report. We have gained very good insights.”
– Client Voice