When coffee is more than just coffee

Coffee moments matter. Whether it’s an indulgent iced latte on the go or a homemade cappuccino in your favourite mug, a great coffee experience is shaped by the setting, the mood, and, of course, the way it's made.

Versuni’s Coffee Innovation team wanted to know: how do consumers experience variety coffees at home vs. out of home? And what are opportunities to improve that experience? In six 5hellos sessions across 3 countries, participants shared what works, what doesn’t, and what they wish they could do more easily.

Research set-up

The research consisted out of six 5hellos sessions in three countries. In total there were 30 participants. Three sessions were focused on milk coffee drinkers and the others on variety coffee lovers. Beforehand  participants filled in our 5 questions to shape the conversation.

‍“I like both: an iced coffee in the sun outside, or a chai latte at home that’s just sweet enough for me.” – Participant, session 2

Outcomes

Out-of-home coffee is often seen as the gold standard– but at-home coffee is a ritual in its own right. Consumers love the control, convenience and comfort, but face challenges with milk foam and iced drinks.

"The 5hellos research method proved to be incredibly effective. It gave us a solid understanding of the needs in the markets, revealing differences and similarities. It’s given us actionable insights, moving our product development forward." Jikke Sikkema - User Experience Researcher

Want to know more about how 5hellos can help your company? Let's talk.