Insights into the coffee market through the Usage & Attitude Survey

Insights into the coffee market via the Usage & Attitude Survey for Copar & Australian Coffee

Copar is an international organization with a range of attractive brands and specializes in marketing national and international brands. One such brand is Australian, with its high-quality coffee beans. Australian focuses on consumers with taste, who know what they want and consciously choose high-quality products. In developing this premium coffee, the Dutch brand's priority is that all products are manufactured without artificial additives.

Our approach

This study focuses on coffee as a product, working with a specific target group, namely the real coffee drinker and the person responsible for purchasing the product. Within this group, we looked for the drivers and barriers to purchasing the product.

On behalf of the Australian brand, a number of quality marks are used as unique selling points. In order to provide insight into the role these USPs actually play in the consumer's decision-making process, the drivers, barriers, and needs of the consumer were examined. In addition, aMaxDiff analysis was performed for this study to identify the most important aspects of the purchasing process. This analysis minimizes socially desirable responses and provides more in-depth insights.

What is a MaxDiff analysis?

One of the many challenges in market research is the socially desirable response. A normal survey and analysis of the results will not always provide the most accurate insights. The MaxDiff analysis is a perfect tool for tackling this problem. To explain this in a metaphor, our research specialist Thomas provides the following explanation:

“My uncle is crazy about English football culture. I ask him which Premier League club he likes best, but that question makes him stumble. So I give him a choice menu several times and ask him which Premier League club he would support most and which he would support least from the list. I do this several times in a row with different combinations of clubs, so that a wide variety emerges. Based on all his answers, we can finally plan his ideal away day and use a new maxdiff to choose a suitable hotel.

Results

Based on the fieldwork, a customized report was created with insights and recommendations that will help Copar and Australian further roll out and refine their strategic choices. For example, the research identified the most important reasons for purchasing. By identifying these key purchasing reasons and aspects, Australian can strategically respond to consumer choice factors. In addition, advice was given based on the results regarding which specific segments have the greatest chance of success and how best to approach them. Based on the results, strategic insights were provided into the orientation behavior, market position, awareness of quality marks, and preferences regarding packaging of the target group.

Specialists who worked on this

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!