Supporting the launch of a new brand using target group research
Instant coffee manufacturer
Our client was interested in introducing a new product into the Ukrainian market; therefore it was crucial to analyze consumer behaviour, their perception of a wide range of competing products, and to test pre-marketing concepts of the new product in Ukraine.
We organized a series of focus groups in Kiev with instant coffee consumers. We closely analyzed both the rational and the emotional sides of perception of the most popular products on that market. Buying behaviour was analyzed with regard to different consumer segments (mainstream, premium). Respondents also evaluated marketing messages.
Value for the client
The survey allowed us for an in-depth analysis of the buying behaviour of instant coffee consumers, and a description of the target group. Thanks to this, the product's launch had been enhanced by consumer insight.
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