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...