How a Media Advertiser used a week-long mobile diary study to understand importance of context in coffee-sharing moments

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.

indeemo-android-app-mobile-diary-studies-coffee-case-study.png

The Challenge

When our client approached us, they had recently been contacted by an established coffee-producing brand. As coffee makers, they believed that they had a premium-quality product that was loved by consumers.

But our client had come to realise, that they knew little about the role that coffee played in the lives of these consumers. They knew that consumers enjoyed coffee with friends and family, but they didn’t know what type of occasions their consumers used premium-quality coffee for. To create an effective and resonant advert, they needed to understand the real-life moments in which consumers consumed good coffee.

They needed to see coffee in the context of respondents lives to properly understand the behaviours, rituals and routines around which coffee played an integral part.


The Goals

indeemo-all-at-once-tasking-strategy-mobile-diary-studies-coffee-case-study.png

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

 

The Solution

indeemo-ios-app-mobile-diary-studies-coffee-case-study.png

Working with indeemo, our client decided that they would need to embed themselves within the lives of coffee-drinkers over the course of a week. In order to do so, we suggested an all-at-once tasking strategy. This allowed respondents to see all their tasks at once and complete them in the natural, in-context coffee moments that emerged throughout the week.

To really understand the respondents, they assigned 8 tasks to the respondents for completion over the course of the week. These tasks incorporated themes including family, rituals, routines and coffee both in the home and in social occasions. Also incorporated in to the project was a shopping journey which captured respondents going in-store and selecting a coffee from the shelf. These tasks garnered over 1,000 media-rich, in-the-moment uploads coffee in people's lives over the course of the week.


Indeemo-Dashboard-mobile-diary-studies-coffee-case-study.png

Over the course of the project, our client saw it all. From the happy and sad moments where coffee played a role, to the work and pleasure occasions where coffee played its part. From the wake-up stimulant in the car to work, to the catch-up with old-friends at the weekend, Indeemo gave a periscope into consumption of coffee all the respondents lives.

If you’d like to learn more about how a food and beverage brand can use diary-studies to understand consumers behaviours and rituals inspired by a certain product, please get in touch using the form below.


Contact Us

Mobile 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 Mobile Diary Study in as little as one working day.

If you’d like to chat through your project and hear some suggestions about how we might be able to support you, please submit your details here and we will get back to you ASAP.

We’re looking forward to speaking with you.

Name *
Name
Nature of your inquiry *

Other Case Studies

Electric Vehicles

The transformational shift away from combustion engines to electric vehicles is well underway within the automotive industry. Like… Read More →

Gen-Z

Like so many other industries, Financial Services continues to face many challenges as the advancements of technology mean that traditional methods… Read More →

Consumer

Our client, a qualitative research consultancy who helped FMCG brands gain a better insight into consumers’ relationships with everyday… Read More →


Mobile Ethnography White Paper

Learn how Mobile Ethnography can supplement your research projects and generate richer contextual insights for your brands.

indeemo white paper