Customer Journey · Mobile ethnography
Attracting a younger audience to a coffee brand
A coffee brand wanted to become more relevant to younger coffee drinkers. We mapped how young people are first introduced to coffee, their drivers and typical occasions, as a base for concept and design.
- Industry
- Coffee
- Methods
- Mobile ethnography
- Sample
- Young coffee drinkers
- Deliverables
- Customer journey, Drivers, Typical occasions
Challenge
A coffee brand wanted to become more relevant among younger coffee drinkers.
Approach
The research scope was all about digging into young coffee drinkers’ behaviour and drivers, and finding out how they first get introduced to coffee.
Outcome
With a clear customer journey, clear drivers and typical occasions visualized, concept and design can be optimized to fit an extended audience.
