The Hunt for an "Authentic" Coffee Experience: Using intuitive methods and a virtual experience technology to explore a total coffee experience

This paper examines how Coca-Cola Japan used virtual prototypes of new coffee-dispensing vending machines to gain insights into consumer mindsets and test new ideas at scale.

Introduction

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...

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