Human beans: Understanding the coffee consumer without asking a single question

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.

Human beans: Understanding the coffee consumer without asking a single question

Vanessa Oshima and Tobias WackerThe Coca-Cola Company and BrainJuicer

Introduction

"I have failed many times, that is why I succeed." Michael Jordan

This paper is about success, resounding success using a new methodology to uncover interesting new dimensions to a key business question of Coca-Cola Japan regarding the role of coffee as a beverage in the new generation. This generation has grown up with "options" when it comes to drinking coffee – no longer is it just available in the ubiquitous can from the vending...

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