Keurig Green Mountain
Challenge: To explore in-depth the concept of a monthly subscription based coffee program that provides added value and taps into consumers’ coffee consumption needs.
Objective: To determine the most motivating aspects of a subscription program that would drive engagement with Keurig.
Solution: Plan-it conducted a Concept Exploratory of focus groups with owners and non-owners of Keurig brewers to understand the mindset and behavior with respect to coffee purchase, what is valued from the coffee experience and reactions to potential subscription concepts.
Result: Based on the research, Plan-it made recommendations for creating the ideal Keurig monthly subscription, including the critical factors for the final offer.