Business Need

Starbucks wanted to test certain Latin American markets for expansion, and was looking for a more effective format than traditional focus groups – which they found to be informative, but couldn’t find a way to overcome social barriers in the composition of a focus group.

WIQ Solution

Starbucks Latin America learned about WIQ from Starbucks headquarters, who recommended they use the platform to help them GET ANSWERS.  Starbucks (Seattle) had utilized WIQ for strategic planning and saw the potential to extend the WIQ platform into consumer research.  Starbucks Latin America utilized WIQ for e-focus groups in five markets to better understand local coffee culture, competitive challenges and barriers to entry.