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The Need for Speed – May 18
Who drinks what today?
One day U&A
The Need for Speed – May 18
Consumers are becoming more demanding beverage connoisseurs
The Need for Speed – May 18
Operators need to focus on core business profitability
The Need for Speed – May 18
Leading to a customer and consumer dilemma
Too Simple Too Complex
The Need for Speed – May 18
The Need for Speed – May 18
The challenge
Relevant Replicable Flexible
Fast Proprietary Leading
The Need for Speed – May 18
The response
1578 beverages
400 consumers
1 day
Mobile Diary
The Need for Speed – May 18
Diary framework
BEVERAGES
Who?
What?
Why?
When?
Where?
What else?
The Need for Speed – May 18
Mobile interface
The Need for Speed – May 18
First drink of the day
Before 7am / 7am-9am
The Need for Speed – May 18
What and when?
Before 7am / 7am-9am
0%
20%
40%
Before 7am 7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm
Hot beverage
Fruit Juice
Fizzy drink
Energy Drink
Water
Alcoholic drink
The Need for Speed – May 18
Where?
At home
While travelling
At work
In a coffee shop
In a fast food restaurant
Somewhere else
Before 7am / 7am-9am
The Need for Speed – May 18
Where at home?
Men Women
Before 7am / 7am-9am
Kitchen
Living / Dining room
Bedroom
Somewhere else at home
Kitchen
Living / Dining room
Bedroom
Somewhere else at home
The Need for Speed – May 18
Where at work?
18-34 35-54
Before 7am / 7am-9am
My desk
Kitchen / cafeteria / other area
My desk
Kitchen / cafeteria / other area
The Need for Speed – May 18
Lunch
11am - 3pm
The Need for Speed – May 18
What?
11am – 3pm
7am-9am 11am-3pm
Alcoholic drink
Water
Energy Drink
Fizzy drink
Fruit Juice
Hot beverage
The Need for Speed – May 18
Where?
Men Women
11am – 3pm
My desk Other area at work
My desk
Other area at work
The Need for Speed – May 18
Lessons Learned
The Need for Speed – May 18
Best practices
Keep it short
Keep it tight
Over-recruit
The Need for Speed – May 18
Questions?
