During my Account Planning class at SCAD, we had the opportunity to work directly with SapientNitro on their client Keurig. My role during this project was to be the "Keeper of Insights", which meant that I would analyze not only the secondary research, but also the primary research to uncover insights to fuel the big idea(s). Although I cannot reveal the specific product it was for or the primary objective, we did have a few other questions that brought a secondary objective to light.
WHAT DID WE ALREADY KNOW?
Millennials usually get a Keurig as a gift from their family, especially as a "going away to college" or house-warming gift.
Millennials love trying new things. Younger millennials (18-24 yr olds) are more apt to try new things, whereas older millennials have already found brands/products that they like and are harder to push towards trying something new.
The environmental impact that K-Cups have on the planet is a major problem for millennials.
WHAT DID WE WANT TO KNOW?
Do current Keurig users feel ashamed of using this machine because K-Cups cannot be recycled?
Would local coffee/tea shop owners want to be associated with Keurig?
If so, would consumers want to see their local brewers in a K-Cup?
We conducted surveys, local cafe interviews and focus groups (specifically young millennials/non-Keurig users, young millennials/Keurig users, and older millennials who were coffee/tea drinkers). Through all of the primary and secondary research, our analysis of the information led to 7 Cups of Wisdom, or 7 insights.
- Younger millennials are different than older millennials. Older millennials tend to be more set in their ways, less apt to try new things, and they already are loyal to specific brands. These are the millennials that are 25-32. Younger millennials still rely on their parents and are more interested in trying new things. They are the early adopters of our time.
Most millennials have only experienced Keurig because of their parents/family. It is usually given as a gift, because they care more about experiences and collecting memories than purchasing tangible things for themselves.
Local cafe owners have a ritual or process when they make a good cup of joe. They care more about the quality of their product, versus how quickly it's brewed or served.
Local cafe owners do not want to be associated with Keurig.
Millennials want local coffee/tea beverages available in K-Cups.
Younger millennials are used to instant gratification, speed, ease, efficiency and convenience. They want what they want quickly and at the touch of a button.
In order to continue to be successful, Keurig must do something to neutralize the K-Cup problem. K-Cups cannot currently be recycled and it's an issue that will hurt their future business.