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Customer engagement and developing new products

How to build a powerful online research community.

Following an extensive brand segmentation, Cafédirect – a leading ethical coffee brand – sought to find a new and more appropriate way to engage its consumers and deliver streams of fresh insight. Their strategic objectives centred on growing shopper numbers and increasing frequency of purchase among two key consumer segments.

“The community has enabled us to ask our consumers a wider range of questions which, perhaps, we wouldn’t have been able to before because of time and budget restrictions. Ultimately, this has fostered more of a research culture and consumer focus within our business.”
Lorraine Kelleher, Category & Consumer Insights Manager Cafédirect
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