Abstract:

This presentation shows how researchers can utilise their skills of data analysis by connecting traditional and non-traditional research methods to deliver ground-breaking insight. The issue faced by the business was slow growth in coffee. A research was mounted which examined three streams of unconnected data: 1) Experience of tea drinking countries in growing the coffee business 2) Experience of "western" categories in India that have "broken" barriers 3) And understanding tea, its codes of invincibility Insight from these data streams was triangulated with existing research to suggest a new direction for the brand and category. Nescafé's current growth reflects the success of the altered course and also how connecting data from diverse discourses can amplify the quality of insight.