Optimize: Coffee
An instant coffee brand commissioned MMR to carry out a quantitative appraisal of the instant coffee market, with a view to identifying the optimum taste profile for UK consumers.
Approach
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.
Recommendation
MMR recommended further development of both a mild and strong formulation to hone in on the taste preferences of the two largest segments.
Client action
The client applied the two-product strategy based on those recommendations.
Outcome
After a very successful launch and targeted promotion, brand share almost doubled with significant steal from the market leader.