Diagnose
Audience
Understanding the diverse needs of RTD coffee consumers
A global beverage brand aimed to decode the motivations, behaviors, and preferences of ready-to-drink (RTD) coffee consumers in Japan. The objective was to identify key consumer tribes and uncover actionable insights to shape product innovation and marketing strategies.
AI-powered segmentation and behavioral analysis
Quilt.AI analyzed over 6,200 social media posts, 1.2 billion Google searches, and Facebook Audience Insights to identify six RTD coffee consumer tribes. These tribes were mapped along two axes: functional versus experiential needs and the importance of an energy kick. The analysis revealed motivations, values, and the role of coffee in each tribe’s daily life.
Shaping RTD coffee offerings to align with consumer tribes
The findings enabled the brand to refine its product development and marketing strategies to resonate with the unique needs of each tribe. By emphasizing convenience, experiential appeal, and lifestyle alignment, the brand is positioned to strengthen its presence in Japan’s competitive RTD coffee market.
Key tribes driving Japan’s RTD coffee market
The analysis uncovered six consumer tribes, with three offering significant growth potential:
Discover how Quilt.AI’s expertise can help you connect with diverse consumer tribes and unlock growth opportunities. Contact us today to create strategies that resonate with your audience.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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