17 Nov Discovering strategies to introduce new ways of enjoying coffee

Client / Company: FMCG Company

Industry: FMCG

Research Method: Ethnographic Research

Objective and Methodologies

To recreate relevance to students and new graduates, a challenger brand in the coffee market needed tounderstand their daily routines and rituals, and preferences. Curiosity was tasked to conduct research using the “Day in the Life” techniques supplemented with semi-structured interviews to explore the experiences of users with varying profiles. Analysis was then done via a ”Jobs-to-be-done” framework allowing for sharper understanding of the beliefs and conventions that underpin user experience, and design more relevant products and services for them.

Coffee Habits and Consumption Findings

Coffee consumption is introduced at home, with early habits and preferences influenced by coffee drinker parents. Regular coffee consumption develops during college and once one begins to work. Research participants indicated a preference for creamier coffee and are able to distinguish the difference in creamers used.

Coffee drinkers eventually develop their own preferred coffee formulation or ‘sariling timpla’ which may be different from what was introduced at home and is seen as an expression of one’s individuality. ‘Sariling timpla’ is a function of 4 factors: (1) preferred brand/variant, (2) proportion, (3) preparation style, and (4) location. Research also revealed four consumer profiles in coffee and creamer purchase influenced by living arrangement and financial independence.