Background:
A major manufacturer of coffee launched a new flavor, but its performance was not as expected from the controlled sensory testing. Data from a Brand Tracker provided some metrics, but gave little insight into consumers usage and preparation as well as their feelings.
Approach
- Validated receipts of leveraged to target known flavored coffee drinkers
- Product sent or purchased
- Online survey, for two different occasions, collecting metrics aligned to sensory and coffee A&U
- Open End and Video self ethnography for richer feedback and preparation capture
Results
- Rich Human and Consumer Insight that shed light on the new flavor’s poor performance
- Video Sizzle brought to life the reaction to the flavor from different preparation methods
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