Vero Cafe is one of the leading coffee brands in Lithuania, with coffee places throughout the country significantly influencing the development of coffee culture. Over the years, the relationship with clients has not been revisited, leading to a growing sense of discomfort.
Vero Cafe
Project information
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Team
- Jokūbas Mažeika
- Eugenijus Kaminskis
- Eglė Vitkutė
- Rasa Goštautaitė
Client
Vero Cafe
Sector
FMCG
We did
Sensemaking, Research, Engagement, Mobile ethnography, Focus groups, Data analysis
Year
2023
ABOUT PROJECT
Understanding the Relationship with the Brand.
The Challenge
What is the current client relationship with the brand “Vero Cafe”?
The Context of the Challenge
The last five years have significantly influenced people’s perceptions and behaviors, causing a notable contextual shift that needed to be processed and understood by business decision-makers. Vero Cafe, a leader in Lithuania’s coffee culture, recognized the need for a deeper understanding of their clients’ relationships with the brand, including their behavior and expectations.
The Approach
01
MARKET ANALYSIS
Conducted desk research on cafe industry market trends and shifts over the last 5 years to better understand the local and global context.
02
MOBILE ETHNOGRAPHY
We embarked on a stakeholder engagement journey, inviting clients to use a mobile ethnography app. This combination of photos, emotions, and reflections on client experiences in our cafeterias provided valuable data.
03
FOCUS GROUPS
We enriched and deepened the data by inviting different members of the Vero Cafe community to participate in thematic focus groups.
04
DATA SENSEMAKING
Analyzed all the data and integrated insights from the different stages of the research.
The Insight
The research revealed the growing significance of the social and cultural function of the cafeteria, impacting shifting client expectations on products, environment, and the brand’s visual and verbal communication.
The Change to the Context
01
Strengthened Vero Cafe Community
Clients who participated in mobile ethnography and focus groups felt closer to Vero Cafe than ever.
02
Closer Relationship with Clients
Gained a better understanding of client needs and expectations towards the brand.
03
Base for Repositioning
Provided the foundational knowledge on which to build the brand’s repositioning strategy.
QUOTE
Eglė Vitkutė, SENIOR RESEARCHER
“Getting closer to the actual places people act in, observing customers relationship with the brand touch points gives thick data to understand the logic of the behavior better. Even obvious phenomena put into a context provide more precise solutions.”
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