The hunt for an "authentic" coffee experience: How Coca-Cola used intuitive methods and virtual experience technology to explore a total coffee experience in Japan

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).


Although consumers are quite particular when it comes to choosing coffee, understanding the criteria they base their choices on – particularly what causes them to consider coffee 'authentic' – can be difficult. Spurred by the convenience store industry's very successful move into the Japanese coffee market, Coca-Cola Japan (CCJC) saw offering its own 'authentic' coffee as an important growth opportunity. This paper describes how using innovative methodologies, CCJC/ INTAGE successfully gained insights into the above criteria and developed a new serving model.

The growth and evolution of the coffee market in Japan

The custom of drinking coffee started in...

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