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...