Using Qualitative methods to understand indulgence
To understand what ‘indulgence’ is and how it can be delivered in a chilled Ready To Drink coffee (RTD).
Exploratory Qual using focus groups to explore indulgence inside & outside the RTD category.
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).