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.
Target Group
Females
25-45 Years
Working Women and Homemakers
NCCS: A
Single/ Married with/out kid
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
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).
