Challenge: A major retail coffee brand wanted to gain an in-depth understanding of the K-Cup prospect mindset.

Objective: To guide future K-Cup marketing and communications strategies for this major retail coffee brand.

Solution: Plan-it conducted Qualitative Exploratory research consisting of focus groups across two markets of customers who were considered prospective buyers of K-Cups.

Result: Plan-it’s findings from the study led to recommendations on how to improve the brand’s marketing and promotional efforts to encourage in-store K-cup purchases.