Diagnose
Audience
Decoding consumer preferences in the coffee market
A global coffee brand sought to understand consumer behavior and preferences to align its offerings with evolving trends. The objective was to identify actionable insights into emerging consumer tribes, enabling targeted product innovation and personalized marketing strategies.
AI-powered segmentation of coffee consumer tribes
Using Quilt.AI’s proprietary tools, the analysis examined social media conversations, search behavior, and product reviews. This approach identified six consumer tribes, each representing distinct motivations and values within the coffee market. By uncovering these nuanced behaviors, the study provided a roadmap for engagement and growth.
Guiding innovation and marketing strategies
These insights enabled the coffee brand to design products and campaigns tailored to the needs of each consumer tribe. By aligning offerings with health, experience, and convenience priorities, the brand is well-positioned to capture growth opportunities and deepen consumer loyalty in the competitive coffee market.
Unveiling key coffee tribes
Three consumer tribes emerged as pivotal to the brand’s engagement strategies:
Let Quilt.AI help you identify actionable insights and shape strategies that resonate with your target audience. Contact us today to drive growth in your evolving market.
“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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