Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You
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19-Oct-2014 -
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Who knew French Toast could be so polarizing? To some, it’s a comforting delight, but to others, carbs, calories, and guilt. The difference is in our individual motivations: the underlying reasons why we do things. Motivations drive our decisions not only around what we choose for breakfast, but also about what products we purchase and which brands we engage with. Resonate takes a look at these drivers – and how these motivations translate into more effective marketing strategy and media plans.
Transcript of Breakfast Workshop with Resonate: Oatmeal or Eggs? What Your Breakfast Says About You
So, what’s for breakfast?
VS
VS
Seize the day – but which day?
Those who choose pastries are ready for the excitement that today brings
26%MORE LIKELYTo Choose Fun/Exciting Products
23%MORE LIKELYTo Choose Innovative Products
17%MORE LIKELYTo Make Impulse Purchases
Yogurt eaters are planners – they are preserving themselves, and their world, for tomorrow
40%MORE LIKELYTo Buy Organic Foods
15%MORE LIKELYTo Value Longevity/ Health
12%MORE LIKELYTo Value Concern for Future Generations
Breakfast pastry consumers compared to yogurt consumers
Come in for Coffee? Or, Meet me at the Coffee Shop?
Coffe
e D
rinke
rs
Just drink your coffee at home? Cost- and family- oriented
31%MORE LIKELYTo Value Their Financial Security
29%MORE LIKELYTo be Driven by Taking Care of Their Family
25%MORE LIKELYTo Choose Cost-Effective Products
Heavy coffee shop visitor?Time-crunched and status-driven
75%MORE LIKELYTo Choose Unique Products
57%MORE LIKELYTo Value Personal Accomplishment
40%MORE LIKELYTo Choose Time-Saving Products
Frequent coffee shop visitors compared to at-home-only drinkers
Where you get your fix depends on what you want in a coffee shop
Cost-effective 49% 54%
High Quality 59% 45%
Time-saving 16% 25%
Unique 18% 23%Frequent Starbucks Visitors Frequent Dunkin’ Visitors
Caribou Coffee Customers vs Competitive Set
Competitive SetStarbucks
Dunkin Donuts
Coffee Bean & Tea Leaf
Tim Horton’s
N=5,870
Q4 2013
Coffee’s not for you? What about a juice bar?
22%LESS LIKELYTo Value Happiness
17%LESS LIKELYTo Choose Products that are Rewarding or a Special Treat
10%LESS LIKELYTo Choose Enjoyable Products
35%MORE LIKELYTo Choose Safe Products
21%MORE LIKELYTo Choose Sustainably-Produced Products
18%MORE LIKELYTo Value Concern for Future Generations
Compared to frequent coffee shop visitors
One Platform, One Audience
1. Define
2. Discover
3. Target
4. Optimize
Thank you.
Scott Blacker | February 20, 2014
