The Challenge:
Coffee is one of the world’s most habitual products – but understanding the real drivers behind coffee consumption is harder than it looks. Traditional surveys rely on recall, which can’t capture the fleeting, everyday moments when cravings, cues, or advertising strike.
The Solution:
Using Clickscape®, we asked panellists to click once whenever they thought about coffee and drank it, and twice when they thought about coffee but didn’t drink it. This simple, real-time method captured natural behaviour as it happened – without disrupting routines or relying on memory.
The Impact:
We discovered that people think about coffee twice as often as they actually drink it, revealing a hidden layer of desire and restraint. Further tasks uncovered that 1 in 4 coffee occasions are influenced by advertising – valuable insight for brands seeking to understand what truly drives daily consumption decisions.
CASE STUDY
Industry: Food & Drink
Location: UK
Solution: Clickscape®
