Instinct May Be Better Than Research
A marketing research study usually asking consumers about their attitude, their behavior and and their opinion on many things. Problem is there are many instances that consumers are trying to rationalize their decision making and opinion, but yet we are all know that they are not a rational consumers.
Their rationale is mostly based on their experience or current knowledge. Hence if they asked about “new product to the market” (the product is totally new and no one actually seen it or taste it before) they will be difficult to give a proper answer or probably will answer based on the product category closest to it.
Rumors says that Kopiko did a study prior its launch, and the result come back with a “No Go” recommendation (do not know if it is true) and I do not know the method of the study.. its only a rumor OK… But I can understand if that consumer reject the idea coffee candy, because to them coffee should be hot and drank in the afternoon.
Luckily they follow their instinct and they now sold in many countries, one of the Indonesian pride
