Diagnose
Audience
Understanding and engaging Thailand’s coffee consumers
A leading coffee brand in Thailand sought to deepen its understanding of diverse consumer segments to refine product offerings and enhance brand alignment. The goal was to identify actionable insights that resonate with key groups of coffee drinkers characterized by distinct motivations and preferences.
AI-driven cluster analysis of coffee consumers
Using proprietary AI tools, over 4,000 social posts and 250,000 total searches were analyzed to decode consumer behavior and preferences across coffee categories, including instant, ready-to-drink (RTD), and fresh-brewed coffee. This approach integrated demographic profiling, category skews, and value alignment to identify triggers and barriers for switching brands.
Crafting consumer-centric strategies for growth
These insights equipped the brand to tailor its offerings and messaging to each group’s specific needs. By emphasizing expertise, quality, and functional benefits, the brand is poised to strengthen its appeal and capture growth opportunities in Thailand’s competitive coffee market.
Unlocking Thailand’s coffee consumer behavior
Our analysis revealed three primary consumer groups with distinct coffee preferences and behaviors:
Partner with Quilt.AI to harness deep consumer insights and innovative strategies to elevate your brand’s impact. Contact us today to redefine your approach to consumer engagement.
“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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