Slow burn to fiery flame

Date of publication: May 19, 2016


This is an account of how market researchers can apply the expertise of data analysis in non-traditional research to deliver leading-edge insight. The issue explored is slow growth in the coffee category. Going beyond primary research, three dimensions were explored: the coffee experience in tea drinking countries; how other similarity poised categories have grown in India; and India's bond with tea. The approach yielded understanding that helped chart a new direction.

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