Background

Brandware was asked by a leading global coffee and coffeehouse chain company and its communications partner to conduct an online research study to determine the optimal combination of US messages for the company’s new instant coffee.   The client specified using a discrete-choice experiment for the task, but Brandware suggested adding a modified TURF analysis due to anticipated methodological difficulties with executing the client specification.

Approach and results

Brandware conducted the research and performed both discrete-choice and TURF analysis on the data.  In the end, the TURF approach was the more telling method and our client successfully launched the new instant coffee product using the message combination recommended by Brandware.  The coffee company and its communications partner have since asked Brandware to conduct TURF studies for the instant coffee brand in Canada, the UK, and Japan.  They have also asked Brandware to conduct TURF studies for several other pending products that are being developed by the coffee company.