Ad Concept Testing: A Consumer Panel for a Canadian Coffee Company

Fair trade buyers and mass-market drinkers wanted different things from the same cup.

THE CHALLENGE:

A Canadian fair trade coffee company wanted to rethink its marketing. It needed a campaign that would make coffee drinkers feel good about their choice, which meant first understanding how they relate to coffee and what drives their decisions.

THE REMCAL INSIGHTS APPROACH:

We recruited a panel of fair trade and mass-market coffee drinkers and interviewed them remotely over several rounds. We explored how coffee fits into their lives and what drives their choice, then had them react to potential campaigns.

THE IMPACT:

The team learned how to speak to its core buyers and how to win over mass-market drinkers. Running the ad concept testing in rounds let them get the campaign right early, saving time and money.