Illuminating the At-Home Coffee Audience

The Challenge

Illuminating attitudes and motivations of at-home coffee experiences and exploring the competitive landscape to inform development of a compelling strategic comms platform.

The at-home coffee category is crowded with functional, convenient options, yet it lacks emotional resonance. Our client, a leading food and beverage brand, sought a sharper understanding of a key audience, including motivations for daily coffee rituals and how they could realistically cement a deeper role within people’s routines.

The Approach

We conducted immersive in-home interviews in Chicago and Phoenix with at-home coffee drinkers, segmented by their relationship to the brand. We uncovered the emotions, rituals, and decision drivers shaping coffee experiences. After completing the ethnographies, we connected with our clients to share emerging insights that went on to shape the backbone of the evocative report.

The Impact

Our in-home ethnographies helped our client empathize with and understand the brand’s key audience. With these foundational insights, they were able to develop a compelling and emotionally resonant comms strategy to underpin their upcoming creative campaign.