Consumer‐driven development: coffee beverage mindsets for three commercial venues

This paper presents results from part of a larger-scale development study on coffee. The study deals specifically with new concepts of coffee beverages designed for three specific coffee venues: Burger King, Dunkin Donuts and Starbucks. The method used internet-based conjoint measurement, where the rating scale was ‘appropriate’ for the specific venue. This ‘bottom-up’ approach allows the researcher to identify which characteristics of a coffee beverage are suitable for a particular venue, and whether there exist segments that show different response patterns, even for a beverage designed for a particular venue. The results suggest modest differences in the features of a coffee beverage that would fit each venue, but with the existence of segments of individuals who want radically different products. These segments exist in all venues.