Slow burn to fiery flame: How cross fertilizing data can generate fresh insight to reignite India's languishing coffee category

This article describes how Nescafe used information drawn from a range of sources to make their decision to link coffee with the concept of "Stimulation" while trying to crack the Indian market.

Slow burn to fiery flame: How cross fertilizing data can generate fresh insight to reignite India's languishing coffee category

Ritanbara Mundrey

Introduction

This is an account of how market researchers can apply the expertise of data analysis in non-traditional research to deliver leading-edge insight.

The issue explored is slow growth in the coffee category. Going beyond primary research, three dimensions were explored: the coffee experience in tea drinking countries; how other similarly poised categories have grown in India; and India's bond with tea. The approach yielded understanding that helped chart a new direction.

The Backdrop

India is merely a geographic...

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