New Product Innovation for a Red-Hot Coffee Company
Category segmentation and new product co-creation for diet beverages
- Pathfinder was retained by this popular coffee company to: 1) identify key drivers of consumption and purchase behavior for reduced calorie beverages; 2) broadly explore unmet diet beverage category needs and desires to develop new product concepts for their brewer delivery system; and 3) develop a qualitative segmentation based on attitudinal, behavioral, and demographic discriminators.
- Pathfinder conducted a deep contextual ethnographic study and Innovation Workshops in three key US markets among coffee brewer owners.
- Coffee brewer owners became creative participants in Co-Creation sessions led by a Pathfinder Innovation Consultant. Proven metaphorical and ideation techniques were used to help participants problem solve and ideate about ideal new diet products for their coffee brewers.
- In addition to a robust qualitative segmentation of the diet beverage category, over 50 new diet product concepts for the coffee brewer machine were developed and rigorously evaluated.