Decoding Preferences and Innovation Spaces in the Instant Coffee Market

Research Objectives

360 degree understanding of the consumers and their interaction/usage of the coffee category as well as the brand(s)

Associations and perceptions of the key brands in the market? Deconstructing the values, imagery, benefits, perceptions that influence consumer decision making

Assessing feedback on ideas to learn and identify cues on these parameter – Comprehension, Newness, Appeal & Interest, Expectation, Format Expectation, Category Fit, Relevance, Area's improvement, Uniqueness and impression for client’s brand.

Approach and Methodology

Extended Mini Group Discussion

With 5 Respondents

Lasting up to 1.5 hours

At a central location

In-Depth Interviews

Virtual Interviews

Lasting up to 1 hours

SAMPLE SIZE: 16 MGDs followed by 16 IDIs

MARKET: Delhi & Mumbai

Target Group

Females

25-45 Years

Working Women and Homemakers

NCCS: A

Single/ Married with/out kid

Usership

Regular drinkers of instant coffee (at least 3-4 times a week).

Mix of brands (Nescafe, Bru, Tata, Davidoff).

Mix of jar and sachet users of instant coffee.

Have not heard of beaten coffee.

Have not tried beaten coffee before.

Mix of shopping formats (e-commerce, modern trade).

Back To All

Bright Side Up: Fabric Cleaner Perception, Usage & Brand Communication

This FMCG study explores perceptions of cleanliness, progress, and product effectiveness in detergent usage. It uncovers what whiteness and brightness mean to consumers, brand loyalty drivers, and how users decode visual and verbal cues in detergent communication and advertising.

Gifted Delights: Consumer Triggers and Barriers in FMCG Gifting Packs

This study unpacks the gifting behavior around sweets, chocolates, and festive hampers. It identifies triggers, brand preferences, and packaging expectations during festivals. Insights help reposition everyday FMCG items as thoughtful gifting options.

Laundry Logic: Decoding Detergent Usage and Brand Loyalty for Machine Washing

Focused on machine wash users, this study deciphers the behavioral and emotional connections consumers have with detergent brands. It captures how users choose between brands and what role price, efficacy, and fragrance play in loyalty.