Insights into the motivations of new and former Nespresso customers

To gain a better understanding of these customer motivations, there was a need for a structured and ongoing research approach. This allows Nespresso to gain insight into the motivations of both new and departing customers, enabling the brand to tailor its products and services even more effectively to consumer preferences.

Our Approach

To gain these insights, we opted for quantitative online research. New and former customers were invited to complete an online questionnaire. This allows them to share 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 survey was established, with new data collected every two months based on Nespresso’s customer databases to ensure the right target audience is reached.

By maintaining an ongoing 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 always stay informed about what drives its customers.

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

Specialists who worked on this project

Markteffect is an independent research firm 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 study or are interested in how we can assist with a similar project, please don’t hesitate to contact us. We’d be happy to help!