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Understanding the Importance of Context in Beverage Consumption Moments: A Week-Long Diary Study
Our client was a Media Advertiser that worked predominantly with FMCG brands. They positioned themselves as experts in food and beverage advertising, based upon years of experience within the industry. They produced resonant and engaging adverts that had proven to be highly effective in building brand recognition and boosting sales over sustained periods of time.
The Challenge
Our client was approached by an established coffee manufacturing brand who believed they had a premium-quality product loved by consumers.
However, our client realised they lacked insights into the role that coffee played in the lives of their consumers. While they knew that consumers enjoyed coffee with loved ones, they were unaware of the specific occasions and real-life moments in which their premium-quality coffee was consumed.
To create an effective and resonant advertising campaign, they needed a better understanding of the context in which consumers enjoyed their coffee.
This led them to conduct a week-long study to explore the behaviours, rituals, and routines surrounding coffee consumption in consumers' daily lives
The Objective
Our clients objectives were to:
Understand the everyday context in which coffee was consumed
Understand the cultural significance of coffee within various social settings
Gain an insight into the natural behaviours that coffee consumption inspired in individual respondents and their social groups
130 Respondents
8 Tasks
1 Week
Tasking Strategy : All-at-once tasking
The Solution
Our client partnered with Indeemo to conduct a week-long diary study to gain insights into the daily lives of coffee drinkers.
All-at-Once Tasking Strategy
To capture respondents in their natural, in-context coffee moments, we implemented an all-at-once tasking strategy, allowing them to complete tasks as coffee-related moments emerged.
Tasks and Shopping Journey
To gain deeper insights into the respondents, eight tasks were assigned to capture themes related to family, rituals, routines, and coffee in both home and social settings. Additionally, a shopping journey was incorporated to capture respondents selecting a coffee from the shelf in-store. This resulted in over 1,000 media-rich, in-the-moment coffee-related uploads throughout the week.
Comprehensive View of Coffee Consumption
The study provided a comprehensive view of the role of coffee in respondents' lives, from wake-up stimulants on the way to work, to catch-ups with old friends on the weekends.
Benefits of Diary Studies for Food and Beverage Brands
The insights captured through the study can help food and beverage brands understand consumer behaviours and rituals inspired by a particular product.
Diary studies offer a unique and effective way for food and beverage brands to gain insights into their target audience. By embedding themselves in the daily lives of consumers, brands can gain a deeper understanding of how their products are used and the role they play in consumers' lives.
One of the key benefits of diary studies is that they provide a deep understanding of consumer behaviour and habits in their natural context. For food and beverage brands, this is particularly important as it allows them to uncover the role their product plays in consumers' lives, the contexts in which it is consumed, and the social and cultural significance it holds.
Without understanding the context of consumption, brands risk creating marketing campaigns that do not resonate with their target audience. By using diary studies to gain insights into consumers' real-life moments, brands can develop campaigns that are tailored to their consumers' needs and preferences.
In the case of coffee, understanding the context of consumption is critical as it is often consumed in social situations and plays an important role in people's daily routines. Diary studies can provide a detailed view of the social and cultural significance of coffee, uncovering the rituals, behaviours, and routines that surround it. By gaining this level of insight, food and beverage brands can create advertising campaigns that connect with consumers on a deeper level and resonate with their values and beliefs.
If you're interested in how diary studies can help your food and beverage brand better understand your target audience, please don't hesitate to reach out.
Contact Us
Diary Studies are a quick, agile way to get a deeper understanding of your customers everyday lives and behaviours.
Projects can range from a few days to as long as a year.
After supporting hundreds of projects, we’re learned a thing or two about optimising research for mobile and can activate your Diary Study in as little as one working day.
We’re looking forward to speaking with you.
