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Understanding Coffee Consumption Occasions: A Case Study on iHUT Research and Video Insights
This case study explores how a leading global manufacturer has placed in-home usage testing (iHUT) research at the forefront of their product design and marketing strategies. By leveraging the video capabilities and experience mapping feature of Indeemo, the manufacturer successfully optimised the outputs of their iHUTs. Specifically, they partnered with Indeemo to understand consumer behaviour and preferences surrounding coffee consumption occasions, both at home and on the go. This case study highlights the manufacturer's objectives, the execution of the iHUT project, and the valuable insights gained through this approach.
Research Objective
The manufacturer's primary goal was to gain deep insights into specific coffee consumption occasions and understand how consumers would utilise their new coffee product offering throughout the day. To achieve this, they sought to capture usage and consumption diaries from research participants and compare their product with existing coffee products consumers had in their kitchens. Video played a critical role in capturing the participants' experiences and behaviours, providing a contextual backdrop to their coffee consumption routines.
iHUT Design
The iHUT conducted by the manufacturer spanned a duration of 14 days. They chose Indeemo's scheduled tasking feature, which involved sending notifications to consumers at specific times and days. This approach ensured that participants received timely reminders and prompts to record their experiences. By integrating experience mapping, the manufacturer was able to plot and measure the highs and lows of the customer experience with their product, allowing for a comprehensive understanding of consumer preferences and pain points.
Fieldwork: Tasking and Duration
12 Respondents
1 Task per day
14 days
Strategy: Scheduled Task List
Insights and Findings
The iHUT yielded several valuable insights, contributing to the manufacturer's understanding of the target audience's coffee consumption habits. Notable findings included:
Ritualistic Behaviour of Heavy Coffee Consumers
Participants identified as heavy coffee consumers exhibited a consistent and rigid coffee ritual each morning. These individuals took great care and consideration when preparing their first cup of coffee, emphasising the importance of a positive coffee experience at the start of their day. In contrast, low and moderate coffee drinkers displayed more sporadic routines.
Nuances in Coffee Preparation
The video diaries captured a range of nuanced and unexpected behavioural patterns related to coffee preparation. Participants showcased their unique preferences, highlighting that the way coffee is made is not universal. This insight emphasised the significance of catering to individual preferences and customization options when designing coffee products.
Divergent Views on Comparing Products
When comparing the manufacturer's product with the coffee products participants currently used at home, diverse opinions emerged. Some participants emphasised the influence of packaging on their perceptions of a brand or product, highlighting the importance of appealing packaging design. Others focused primarily on the ingredients, comparing the new coffee product offering with their preferred choices. These differing viewpoints underscored the need for a multifaceted marketing approach that considers both packaging and product attributes.
Value and Impact
The insights obtained through the iHUT project provided the manufacturer with authentic customer feedback and a comprehensive understanding of the contextual backdrop to coffee consumption occasions. This valuable information empowered the manufacturer to refine their product design, marketing messaging, and overall customer experience strategy. By leveraging Indeemo's video capabilities and experience mapping feature, the manufacturer gained a competitive edge in the market, ensuring their new coffee product offering aligned with consumer preferences and expectations.
Conclusion
This case study showcased how a leading global manufacturer successfully implemented iHUT research using Indeemo's video capabilities and experience mapping feature. By capturing usage and consumption diaries, the manufacturer gained valuable insights into consumer behaviour and preferences surrounding coffee consumption occasions. The findings highlighted the ritualistic nature of heavy coffee consumers, the nuances of coffee preparation, and the divergent views on comparing products. Ultimately, the manufacturer leveraged these insights to optimise their product design and marketing strategies, resulting in enhanced customer satisfaction and a competitive advantage in the global market.
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