Helping a global coffee brand expand in the U.S.
Depth over volume helped launch a new category in a new market for international coffee roaster in the United States.
An international coffee roaster came to us with a big idea: expand a new product category into the U.S. market. But before investing, they needed real answers—would American roasters be interested?
We ran deep, one-on-one interviews and layered surveys with roasting professionals across the country. This wasn’t about quantity—it was about clarity. We explored reactions, stress-tested hypotheses, and uncovered the real motivations and hesitations within the category. The result: a clear strategy, meaningful segmentation, and weeks of booked sales meetings at launch. Saying “no” to the wrong ideas was just as valuable as validating the right ones.