Mercury Research

Coffee Consumers


Coffee Users Perceptions - Netnography Report

During May - June 2011, Mercury Research conducted a netnographic survey with the purpose of having an overview on how coffee as a category is seen by consumers. The survey was done through an innovative method, also very new for the Romanian market, netnography, and consisted of two stages:

  1. passive collection of information from online communities, social media & blogs
  2. engage forum members in relevant discussions
The advantage of netnography is represented mainly by the possibility of observing consumers without any influence from the viewer's side (even the most carefully planned etnographic surveys cannot totally eliminate this influence). Netnography offers a perspective "through the consumers' eyes" which leads to identifying insights which are otherwise hard to get through traditional methods.

To view the findings of the netnographic survey, please go to:

Coffee Consumers Report

Coffee consumers Article Magazinul Progresiv


 

Mercury Research