Consumer insights

Next to information about the market and competitors, insights from the people that you are designing for is needed. Interviews are set up, to understand the preferences and consumption patterns of both potential and existing Nespresso’s customers, mainly focusing on the coffee pod market.

The objectives of the research are to:

• Identify factors that affect consumer choice regarding coffee pod systems

• Identify areas for product improvement

• Understand the general customer perception of Nespresso

Primary data is obtained from surveys and interviews of coffee consumers from different countries across Europe. On the other hand secondary data is collected from news and market studies found online. A questionnaire is designed to provide qualitative and quantitative data regarding the consumer preferences and satisfaction. The questionnaire can be accessed with this link. The participants are contacted either via telephone to either interview directly, or requested to fill in the survey online.

Afterwards insights are collected in four categories: needs, wants, pains, gains.

While the survey is a valuable source of direct information and most of the information gathered from it aligns with that of the market, the limited variety of countries represented, and the sample size might have affected the results and the conclusions that can be obtained from them. In general terms studies have demonstrated that coffee consumers are more involved in the sustainability part of coffee consumption than what was reflected in the respondents answers. As an example, it is found that eight out of every ten coffee consumers make sustainability-based purchases even if that means a certain increase in price. The growing trend towards sustainability in consumer goods is reflected in some interest in eco-friendly alternatives among respondents. This is consistent with the global shift towards an eco-friendlier consumption. In addition, the survey showed that respondents have a clear preference for quality over quantity, reflecting an increasingly broader fragment of society's preference for quality and artisanal experiences in food and beverages.