01
Agile market specific direction
Using AI analysis we enabled our UK agency client to provide interim ‘hot debriefs’ to quickly act and go with more refined concepts for Phase 2 of the same study. This iterative approach ensured concepts were more aligned with consumer preferences.
02
Real-time engagement
A fresh methodology gave clients a private chatroom to share café photos and respondent summaries for quick context setting, tag standout quotes and clips as “eureka moments” and discuss ideas in real time.
S•T•A•R
RESULT
COFFEE B2B, B2C - CASE STUDY
5-country coffee innovation with café owners and consumers
Dubai, KSA, Türkiye, Malaysia, Singapore
S•T•A•R
SITUATION
A leading coffee brand was exploring concepts to standardise parts of the beverage experience while still preserving the familiarity of neighbourhood cafés. This required understanding how coffee is served and experienced across five culturally distinct markets, each with its own relationship with coffee and out-of-home beverage consumption.
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TASK
Execute a multi-market study with café owners and consumers, ensuring high-quality recruitment and moderation with a complex stimulus.
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ACTION
For B2B, this meant growth-minded café owners and managers experimenting with menus, sourcing, and customer experience. For B2C, it meant consumers buying coffee and beverages at least four times a week for morning runs, lunch, and weekend socialising. For café owners, we conducted in-café immersions and IDIs, while consumers did pre-tasks and groups.
We enabled for market-specificity as needed, e.g. early mobilisation for Turkey due to unique recruitment challenges and mix of respondents favouring global chains vs. local kopitiams for Malaysia. We built redundancies into the system, which proved critical during a Singapore session disrupted by a storm, where backup simultaneous translators resumed interpretation with minimal delay.
We used Flowres.io as a live backroom for real-time client collaboration. Given the stimulus length, we re-briefed all moderators before fieldwork for consistency.