Vypr Product Intelligence
Discover what your target customers think of your brand and products.
Global Coffeehouse Chain
Discover how Vypr helped a global coffeehouse to sidestep launch failure and optimise for another market.
“Vypr is a valuable tool. It helps us to make faster and more accurate decisions by bringing consumer insights into our product development processes. We’ve been using it for the last 4 years and have seen tangible commercial benefit over that time.”
Scenario
Our customer is the world’s largest coffeehouse chain with over 34,000 stores globally. The business has expanded internationally, bringing its premium coffee, unique flavours, and innovative (often seasonal) drinks to diverse markets worldwide. The company’s success is driven by its focus on quality and customer experience, as well as its ability to adapt its products to local tastes while maintaining a consistent brand identity. Outside of their own sites, their products are also present across grocery, convenience and food service channels.
Problem
As a global leader, our customer recognised that their core product strategy needed to remain true to the brand DNA, as well as catering for local preference. Walking this tightrope has historically been a challenge, with highly successful products from some markets, failing in others.
Seasonal trends and variable consumer preference compound this issue, adding strain on product development processes and highlighting the importance of optimised decision-making when localising new products and flavour variants.
Our customer needed a way to be able to quickly test and evaluate if new products, flavour variants and nomenclature were optimised and well suited to different markets.
Solution
Vypr leveraged its proprietary community of German consumers and first-class research expertise to create a blended methodology of qualitative and quantitative questioning. The Vypr utility supports the creation of specific and bespoke profiling demographics, which were used to segment the market. In this case it was critical to be able to target coffee category buyers, as well as by frequency of visitation to the customer’s coffee site.
As well as being able to target discrete consumer typologies, the demographics were also used to filter results retrospectively to identify nuance and test hypothesis thinking. Vypr recommended using a range of different question types to test and evaluate German consumer preference. This included A/B/n testing to measure the impact on purchase intent between subtle variations of a product name.
The testing was completed quickly, with our customer able to access a clear set of reporting data and key takeaways, as well as recommendations, within days of the initial briefing.
Results
Our customer is delighted with the quality of the results and the clarity of the commercial narrative. The research clearly identified that a new proposed flavour was unlikely to work in the German marketplace, given that consumers felt it was too like an existing product.
This helped our customer to save time and money, as well as avoid the potentially negative impact to the brand of launching an unsuccessful product. Further testing of the product in France strongly indicated that a successful launch was more probable in that market. The customer moved to launch, and sales results thus far have validated the Vypr reporting data.
Moving forward our customer is already working with Vypr to support a broad range of requirements in Germany, France, the UK and other international markets.
Better products start with Vypr
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