Business Issues & Project Objectives
Our client, associated with one of the biggest flavour companies in Indonesia, was interested to understand current coffee consumption behaviour and future trends; as they look to expand and grow their offer across the Southeast Asian markets of Indonesia, Thailand, Vietnam, Philippines.
Our Approach
A mixed methodological approach was conducted:
- A semiotic cultural analysis was conducted in each market to identify the current and future trends in coffee.
- Focus Groups in each market, with exploratory and concept test in each market (and product test only in Indonesia and Thailand)
Outcome and Project Impact
Comprehensive understanding of the factors influencing coffee consumption, including cultural and geographic factors, preferences for coffee types. Insight knowledge base on regional coffee culture, offering practical recommendations for industry stakeholders to enhance their market positioning and cater to the specific needs and expectations of Southeast Asian coffee consumers.
