Review: Tea


Our client, a leading provider of high quality British tea, wanted to capitalize on the strong emergence of a speciality tea market in the US.


Approach

Face to face focus groups were conducted in two major cities to understand current levels of understanding around the tea category, and to provide detailed insight into how consumers categorized the market.

Recommendation

The groups were split into two distinct types of consumer; 'generalist' and 'enthusiast', with the findings showing that understanding and requirements were radically different between these two groups.

Client action

On the back of the research, our client was able to optimize their packaging to cue up elements that were important to both groups.

Outcome

A more targeted communications strategy was developed, and the client went on to a detailed quantitative ranging project to identify the best blend of product SKUs to suit the different needs of each group.