Starbucks: Hot segmentation to go

Post pandemic Starbucks wanted to better understand the coffee drinking market in the UK and in particular look at the short and medium term impact Covid-19 has had on people’s hot drink habits. We created a robust segmentation of coffee drinkers to provide a platform for more effective marketing and better reflect the new embedded behaviours and attitudes in the category.

The segmentation covered behaviour, habits, brand perceptions, lifestyle and attitudes. This was brought to life, like all our segmentations, with co-discovery sessions to provide deeper insight on the resulting segments, and also to use film to bring these segments to life.

The success of the segmentation has been reflected by the decision to roll it out to 17 markets in the EMEA region.