Client story Mondelez
Thanks to the proliferation of the coffee chains, however, the market has been through a lot of change, while it is also greatly influenced by global environmental and health concerns. Mondelez in Sweden wanted to gain deeper insight into the attitudes and behavior of shoppers to understand whether there was potential for new ideas in terms of a new, consumer-relevant segmentation of the coffee shelf.
The research started with focus groups to get a fuller understanding of attributes, needs and occasions within the category. Then we conducted in-store interviews to validate the insights generated by the focus groups. This information was later used to set up a quantitative study which used our virtual shelf methodology, Simstore. A research set-up to help define the Shopper Decision Tree and evaluate the current shelf layout against two new and reorganized shelf layouts.
This study helped Mondelez take another step towards their main goal, which is to develop their coffee business in conjunction with consumers and thus to increase shopper satisfaction.