Understanding the motivation of new and former Nespresso customers

To gain a better understanding of these customer motivations, there is a need for a structured and continuous research approach. This will enable Nespresso to gain insight into the motivations of both new and departing customers, allowing the brand to tailor its products and services even better to consumer preferences.

Our approach

To gain these insights, quantitative online research was chosen. New and former customers were invited to complete an online questionnaire. This allowed them to express their opinions about their experiences with Nespresso anonymously and flexibly.

The research began with a pilot phase, during which the process was tested and optimized. Subsequently, an ongoing measurement was set up, with new data collected every two months based on Nespresso's customer files, ensuring that the right target group was reached.

By maintaining constant dialogue with both new and existing customers, Nespresso can identify trends in customer behavior and respond to them immediately.

Results

The insights from the research are reported periodically via an interactive dashboard, which clearly maps out trends and KPIs. This enables Nespresso to make timely adjustments and stay informed about what motivates its customers.

In addition, Nespresso has access to a research tool that provides 24/7 insight into the results. This enables quick and efficient decision-making based on up-to-date customer insights.

Specialists who worked on this

Markteffect an independent research agency specializing in providing insights based on market research. This project was made possible by a team of expert professionals 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!