Coffee Packaging Research Study

The Challenge

How did a small coffee company, recently purchased by a large consumer products manufacturing company, come to better understand what aspects of the newly purchased company’s coffee package design drove consumers’ to purchase this brand at their local grocery stores?

The Solution

Using the ThoughtLight® app, participants were asked to complete three activities within one week and were paid $50 for their time. Prior to going to the grocery store or before entering the coffee aisle, the participants completed their first activity to identify their coffee shopping thoughts before the purchase. For the second activity, the participants were asked to look at all of the coffee products, take a photo of their purchase, and make a short audio recording of their answers on how they made their purchase choice. Then, for the third activity moment, they were asked to either record a short video talking about the perfect coffee packaging or draw their idea of the perfect package, take a photo of their design, and then explain it through a short audio recording. This ended up being a very fun experience for the participants! The outcome of the study was that our client was able to explain to the coffee manufacturer the importance of this niche brand to its buyers, and the value of maintaining it in their coffee product line-up of brands.