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Decoding Preferences and Innovation Spaces in the Instant Coffee Market

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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).

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