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!