Consumer Insights

on the Home coffee & coffee machine markets

BRANDS & PRODUCTS
GROUPS OF CONSUMERS
ETHNOGRAPHY

BRANDS & PRODUCTS

CBI Consumer Insights describes consumer points of view. This is an ad-hoc and powerful tool to increase your market share and your business, by going in depth into consumer mind and habits. 

  • The reasons for a choice: which brands do your consumers know? What does your brand represent for people and why do they choose it?
  • Opportunities: what do people know about your brand or your competitors’ one? Do your competitors’ customers know your products? And what do they know? What do they like and don’t like? Is this a matter of taste, habits, distribution or price?
  • Key drivers: what are the key drivers that could move coustomers to choose coffee/machines?
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focus-groups-qualitative-insights

QUALITATIVE INSIGHTS

Focus groups provide insight into how people think and provide a deeper understanding of the phenomena being studied. A focus group typically consists of a small number of participants, usually around 6 to 12, from within a company’s target market. 

The consumers are brought together and led through discussions of important company and brand topics by a moderator, giving the researcher the ability to capture deeper information  that is more economical than individual interviews.

ETHNOGRAPHY

Ethnography is the study of social interactions, behaviours, and perceptions that occur within groups, teams, organisations, and communities.

This methodology gives a strong emphasis on exploring the nature of a particular social or consumer phenomenon, by working with unstructured data and by investigating a small number of cases.

The reasons for a choice: what’s considered news in the world of coffee for consumers? What do consumers think is new and valuable? What does your product represent for people and why do they choose a particular brand?

  • Opportunities: How is the market going to evolve? How can I insert myself into the main current trends or future trends?
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