Blind consumer testing of a wide range of coffees took place, including the brand's existing blend. Liking Segmentation™ was used to group coffee drinkers based on their overriding taste preferences, with sensory analysis helping to understand the drivers of preference in detail.
MMR recommended further development of both a mild and strong formulation to hone in on the taste preferences of the two largest segments.
The client applied the two-product strategy based on those recommendations.
After a very successful launch and targeted promotion, brand share almost doubled with significant steal from the market leader.