For my Internet Market Research course, I conducted a research around Starbucks and the consumption of plastic and paper cups. The questions were available on Google Survey.
The survey called “Coffee Cups are an environmental nightmare” was made of 10 questions and created to analyze Starbucks customers’ habits and gather some helpful information to discuss further in a focus group. The survey created with Google Survey (http://bit.ly/2moh560) was shared on the social platforms Facebook and Twitter from Tuesday, March 14 until Tuesday, March 21, 2017. In a week, I recorded 100 participations.
According to the article “2016 Canadian Social Media Use and Online Brand Interaction (Statistics)”, the most popular social media platforms are in first position Facebook (71%) and in third position Twitter (27%). Hootsuite says, “the largest demographic on Facebook, those aged 25 to 34” and “32 percent of internet users aged 18 to 29” use Twitter. “That rate basically holds steady until users hit age 50”. I chose Facebook & Twitter to diffuse the survey because these platforms correspond to the primary target audience of Starbucks (consumers within the 25-40 age demographic).
After reviewing the survey, I understood that some questions were missing and adding these to the survey would have given a better understanding of the market. I should have asked “From which other brands do you usually buy your beverage?”. The answers could have been part of multiple-choice propositions: Tim Hortons, Second Cup, Other. This question adds more value to the survey and helps understand who is Starbucks primary competition.
“How much of a discount will you consider reasonable?”
This question should have been formulated differently (by adding the fact the response needs to be in percentage or in dollars) or it would have been wiser to offer multiple answers to pick from. That would ease the data analysis later and avoid any odd answers. From the 82 Starbucks consumer interviewees, only 60 (about 73%) provided a discount suggestion. We can assume that the others are happy with the 10¢ discount. Although 2 people expressed their concern about actually bringing the mug to the store. Indeed, even if we are aware of the promotion, we don’t bring our own mug often due to a lack of time or simply because we forget.
Do you have any other ideas on how Starbucks could incite their customers to bring their own mugs?
This last question on the customer habits was more on the qualitative side and gave free reign to the customers’ creativity. It’s an important question because it demonstrates that Starbucks cares about their customers’ opinion. To illustrate the question some examples were offered: a reward program or the 10th drink in a mug from home, Starbucks offers a free drink to their customer. Only 41 people replied to this question (50% participation). Some people misunderstood the question and answered ‘yes’ or ‘free drink’, expressing their positive feeling to the suggestions. All the ideas offered by the interviewees are interesting, some are reasonable and even easy to set up. My personal favourite one is the free mug offered to the customer when it’s his or her birthday.
After reviewing the answers from the survey, I understood a focus group is the most optimal manner to discuss the subject.
To read more about this research, click on the various steps: