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.
Have you become tired of the 150 attribute lists to segment consumers? Are you trying to determine what to do with all the BIG DATA floating around in social media? The consumer is documenting their lives and we can use this information to our benefit. To answer our business question on the evolution of the coffee culture in Japan we turned to social media. Meet Tokyo natives Chiyo and Ayumi: one a rising-salary man, the other an independently minded freelancer. Aside from their city, they have two things in common. First, coffee plays a big part in both of their daily routines. Second, they don't actually exist. This is a compelling case study in a key global market and a masterclass on digital storytelling. We will also admit our failures to help share our findings!
Have you become tired of the 150 attribute lists to segment consumers? Are you trying to determine what to do with all the BIG DATA floating around in social media? The consumer is documenting their lives and we can use this information to our benefit. To answer our business question on the evolution of the coffee culture in Japan we turned to social media. Meet Tokyo natives Chiyo and Ayumi: one a rising-salary man, the other an independently minded freelancer. Aside from their city, they have two things in common. First, coffee plays a big part in both of their daily routines. Second, they dont actually exist. This is a compelling case study in a key global market and a masterclass on digital storytelling. We will also admit our failures to help share our findings!
This paper reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven's definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
Mobile Internet access, a fast-growing alternative to Internet access on desktop or laptop computers, is highlighted in this study involving on-site mobile data collection. Participants were required to upload a photo of their location, requiring technical aptitude and ability that is currently not ubiquitous. However, the photos alongside survey data takes us closer to fully examining a purchase and consumption experience without interviewer intrusion. The data collected provided insight into differences in coffee consumption across different countries and cultures, but more importantly shed light on research considerations for location-based research on mobile devices. A list of best practices to assist with this endeavour have been compiled.
This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces Maximum Difference Scaling, a method that the authors believe is a much more powerful method for measuring benefit importance - a method that is scale-free and thus very applicable to international segmentation research. The authors then describe how Maximum Difference Scaling can be combined with Latent Class Analysis to obtain international benefit segments. An example is provided of how both the traditional and the newer methods were used in a cross-national consumer study of coffee drinkers and we compare the results. The paper concludes with some final thoughts and suggestions for use.
The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.
The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.
Our objective then is to determine whether consumer panels are truly representative of the market place for soluble coffee. To explain this low coverage, we looked closely to: 1) The kind of consumers sales that the panel was providing us. The kind of consumers sales : only household consumption at home is provided. 2) The kind of product we wanted consumers sales for : Soluble Coffee. The convenient character of soluble coffee is irrefutable, so we can imagine a higher usage when convenience is required : Vacation; Working place; Week; and when living alone.