Using Qualitative methods to understand indulgence

Challenge

To understand what ‘indulgence’ is and how it can be delivered in a chilled Ready To Drink coffee (RTD).

Solution

Exploratory Qual using focus groups to explore indulgence inside & outside the RTD category.

Outcome

A clear understanding of the ‘indulgent’ moment; when & why a consumer may seek a more indulgent drink, and how the moment is enjoyed.

A clear understanding of what the competition is /is not delivering.

The sensory cues for indulgent RTD; the must haves, must avoid and delighters (product & pack).