Arabic coffee product test
At-home product test during COVID-19: 150 interviews comparing two new formulas with homemade coffee and market brands across Jeddah and Riyadh.
Study at a glance
Quantitative at-home product test with Saudi Arabic coffee drinkers in Jeddah and Riyadh during the coronavirus period.
Original brief
150 interviews for an at-home product test during coronavirus restrictions.
Objective
Compare two new formulas with homemade coffee and current market brands.
Target respondents
- 100% Saudi participants
- 70% women / 30% men
- Ages 20–50; SEC A–C2
- Jeddah and Riyadh: 50% each
- Daily Arabic coffee drinkers
- Household brand decision-makers
Challenges faced due to COVID-19
Respondents
Could not participate outside their home and were very concerned about face-to-face interaction.
Full lockdown
CLT venues could not be booked. Public venues at malls were closed as well.
Distributing the samples
Interviewers could not visit the office to collect samples and distribute them to respondents.
Shipment
The courier took five days to move samples from Jeddah to Riyadh; delivery had to be coordinated via their office.
Field photos
