Ready-to-Drink Coffee Focus Groups

Case Study

Company Seeks Winning Package for New Product

Project Objective: 

A national coffee company was interested in adding a ready-to-drink (RTD) product to its line of coffee products. Before moving forward, the company wanted to determine which packaging would most appeal to the consumer and best communicate the quality of the product. Specific targets of study included: 

• Understand how package structure impacts perceptions of the new RTD product in terms of quality, freshness and taste
• Explore trial interest based on package structure
• Explore pricing expectations based on package structure
• Explore reactions to package prototypes

Research Methodology: 

MDRG conducted three focus groups with a mix of people in order to understand relevant differences by age andRTD coffee consumption.
During the focus groups, MDRG tested container prototypes, including glass and plastic bottles and cans.

Results: 

Using the research, MDRG was able to: 

• Recommend the package structure with the potential to generate the highest consumer interest.
• Suggest marketing and promotion strategies to generate trial and purchase
• Suggest pricing for the new RTD product  

Following the research, the client launched a successful line of RTD coffee products.