SToK Consumer Insights: Qualitative Interview
Worth 40 homework points: 30 points for Interview/10 points for Insights
Goal of Consumer Insights (from your lecture notes):
- I.D. your target market – demographically & psychographically
- I.D. factors that motivate purchase
- What are the unique characteristics – what is the point of difference? Are there any problems with the category, client or competitors?
Target Market: Individuals 18 – 24 years old who have had at least one serving of a cold coffee beverage in the past week.
Screen questions (s/he must say yes to each question to qualify):
- Are you between the ages of 18 and 24?
- Have you had at least one serving of a cold coffee beverage in the past week?
Research Objectives:To gain insight into
How (cold) coffee beverages fit into young adults’ lives
Reason they drink coffee? (factors that motivate purchase)
Kinds of coffee (hot/cold; flavored/unflavored)
Usage Occasions (when and why)
How they get their coffee (make it themselves/already in fridge/buy on the go)
How young adults perceive iced coffee and cold brew coffee
What are the perceived similarities and differences between the two?
Is their understanding of the difference between the two accurate?
Current perceptions of cold brew coffee brands (including SToK)
Evaluation of SToK’s marketing efforts
What are their perceptions of the SToK website and use of L’il Jon?
After seeing the website, do they see SToK as a product for someone like themselves?
Interview Guide – see attached.
Procedure:Using the attached Interview Guide, conduct your interview.
- Each team should add 2 questions of its own that you will all use to the Interview Guide. Remember this isn’t a survey. You want to ask questions that prompt discussion – or be sure to include a “why” or “could you tell me more about that” as prompts. Put your team’s questions in red.
- Each team member must complete one interview. Using the provided screen questions, recruit your participant. Tell that person that you need to interview someone about young adults’ coffee consumption for a class project. Do not disclose that your client is SToK
3) Decide on a time and place for your interview. This assignment will take longer than you think from start to finish.
4) Audio record the interview. You will not have to transcribe the interview, but you’ll need to listen/see/read again to write your notes.
You could also conduct this online via DM giving you a “built-in” transcript that you paste afterwards into a Word document.
5) Allow about 30 minutes for the interview.
6) As soon as possible after the interview ends, type out your interviewee’s responses under each question in the Interview Guide. Just open this file, delete the instructions, add a cover sheet, and type your interviewee’s responses beneath the questions on the Interview Guide.
Although you may paraphrase the person’s response, you should be able to provide “good quotes” for your team’s later analysis of members’ interviews.
7) Also note any themes/thoughts/insights/observations you had based on everything your interviewee said. This is probably about a page long and goes at the end (See Write-Up).
8) When you have finished, upload your completed document on Canvas Assignments.
Interview Write-Up:
- Cover Page
- Appearance
–Number your pages
–Strive for a professional looking report.
–PROOF CAREFULLY. Poor proofing impacts your grade.
–Use headings that correspond to the interview guide to facilitate comparison across interviews later on. To do so: download this file, remove the directions and type your interviewee’s responses beneath the questions/topic areas of the Interview Guide.
–You will be graded on the thoroughness of your interview.
- Interview Responses: As noted above, provide your participant’s answers to the Interview Guide Questions. If you added any of your own (as a means of follow-up to what s/he said), please include those. Make sure you have included the two questions your team agreed on.
- Themes/Insights/Observations upon completion of interview – about a page long.
- The quality of your interview and additional relevant thoughts you had after the interview is evaluated in comparison with other class members.
Remember: Show these logos one at a time – that’s why I have them on separate pages:
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SToK Interview Guide
Interview Method: In-Person Online
Interviewee Information:
- Age:
- Male Female
- Student Non-Student
- Hispanic Non-Hispanic
- Employed Part Time Employed Full-Time Unemployed
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Coffee Consumption
Would you take me through a typical day and tell me how coffee fits into it?
Prompts:
What kind of coffee do you drink? Why do you drink that type?
–hot vs. cold, flavored vs. unflavored
Does the kind of coffee you drink vary throughout the day or depend on anything? Tell me about it.
When do you like to drink coffee? Why? Tell me about it.
How do you get your coffee?
–Do you make any yourself? Tell me about it. Is it important that you make it yourself?
–Do you already have some in the fridge? Tell me about it – what kinds? Is it important that you have some in the fridge?
–Do you buy any on the go? Tell me about it. Where? What kind?
Cold Brew vs. Iced Coffee
Now we’re going to talk about different kinds of cold coffee.
When I say “iced coffee” what words come to mind? Why?
Prompt: Any more words? Why?
How would you describe how iced coffee is made?
Have you ever had iced coffee?
If yes, what brands?
If yes, how would you describe it?
When I say “cold brew coffee” what words come to mind? Why?
Prompt: Any more words? Why?
How would you describe how cold brew coffee is made?
Have you ever had cold brew coffee?
If yes: What brands?
If yes: How would you describe it?
Coffee Brands – see attached pages for logos. Remember they are to see the logo ONE AT A TIME.
I’m going to read you a list of coffee brands in alphabetical order and show you their logos. After I say each brand, I’d like you to tell me the first word that comes to mind.
Prompt: After they give their answer, ask WHY.
Califia Farms
Chameleon
Dunkin
High Brew
Starbucks
SToK
Evaluation of SToK Website – Have them pull this up on their phone: stokbrew.com
Now I’d like you to go to the SToK website. (Let them browse as much as they want.)
Did you learn anything that you didn’t know before?
If yes – what?
Is there anything that you wish the website had told you about SToK?
If yes – what?
What do you like? Why?
What do you dislike? Why?
What do you think of L’il Jon as a spokesperson? Why?
Based on what you’ve seen, what kind of person do you think drinks SToK? Why?
Now that you’ve seen the website, do you think SToK cold brew is for someone like you?
Why or why not?
Is there anything else you want to tell me about cold coffee beverages in general or SToK cold brew?
THANK THEM FOR THEIR TIME
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