MMR serves up the perfect blend
New research delves deeper to reveal how to enjoy the perfect coffee moment to launch Carte Noire Instinct, a new Wholebean Instant Coffee
Ahead of the star-studded launch of its new coffee, Carte Noire called in the expertise of MMR Research Worldwide (MMR) to investigate which sensory stimuli best fit the new Wholebean Instant coffee. With the objective of incorporating the findings into a consumer tasting experience at The Silk Rooms, the partnership created the first sensory optimised environment for drinking Wholebean Instant coffee – and with 70 million cups of coffee drunk every day in the UK, this certainly was an area worth investigating.
Specialist consumer research agency to the food and drink market, the research was used by Carte Noire to create The Silk Rooms, the world’s first Wholebean Instant coffee tasting experience. This multi-sensory coffee tasting, brought together flavour, texture, aroma and sounds to create the perfect coffee moment. Emotive and functional associations were explored to understand consumer experience of each sensory stimulus and, crucially, what makes Carte Noire Instinct different.
Four sensory modalities were investigated using MMR’s proprietary Early Rules of Success (EROS) technique, revealing findings which challenge the busy café culture. When coffee lovers were asked what features of vision, odour, touch and sound best combine to enhance the enjoyment of their coffee, they revealed that a relaxing break is the key to the perfect cup of coffee and the best place to enjoy it is at home
Specifically, MMR concluded that sitting at home on a quality leather chair, listening to the silky tones of saxophone-based jazz, surrounded by the deep colour purple, with the coffee in a porcelain mug, accompanied by a slice of Victoria sponge cake was found to be the ideal situation for enjoying the blend. A far cry from a busy bistro by anyone’s standards, MMR’s findings demonstrate the importance of a quiet, relaxing moment, even when out and about.
MMR researcher James Gater says, “‘We’re thrilled that Carte Noire recognised our expertise when planning its product launch. Our research was brought to life at the exclusive event, as all stimuli from the food to the music, either had a strong relationship with the brand or the sensory properties of Carte Noire Instinct working together to create the ultimate coffee moment.
EROS identifies what’s needed to make a new product successful, involving customers in product development right from the start, so it was the ideal fit for the launch and making sure Kraft could take guests on a truly multi-sensory journey.”
To find out more about the event, the research, or new Carte Noire Instinct, please visit www.facebook.com/CarteNoireUK.
- Ends -
About MMR Research Worldwide
MMR Research Worldwide (MMR) is a leading research partner for food, drink and personal care companies with offices in the UK, USA, Singapore and China. With profound expertise in sensory research, product testing, packaging innovation, NPD and emotion-based research, MMR provides innovative, creative and scientifically-robust research and is a trusted advisor on all product, brand and packaging strategy decisions. MMR’s clients have access to a variety of unique proprietary research assets including Brandphonics® – an approach to identify what influences consumer choice – and in-house sensory facilities. MMR is part of the MMR Group which is a privately-owned research company employing in excess of 130 people. Founded in 1989 by Professor David Thomson, the Group is headquartered in Oxfordshire, UK. www.mmr-research.com
About Carte Noire
Carte Noire is a premium French coffee made from 100% Arabica beans. The Carte Noire range includes Instant, Roast and Ground, Cappuccino, Tassimo and now new Carte Noire Instinct. Carte Noire Instinct is available in Tesco, Sainsbury’s, ASDA and Morrison’s, as a 100g tin (RRP £4.99) and an 80g refill pack (RRP £3.49).
Judy Collins, Propel Technology, Bloxham Mill, Barford Road, Bloxham, Banbury, Oxfordshire, UK, OX15 4FF. +44 (0)1295 724130 / +44 (0) 7786 455045.
 The British Coffee Association, March 2012
 Research commissioned by Carte Noire Instinct and conducted by MMR Research Worldwide in March 2012. A qualitative session was conducted with 8 respondents and a quantitative session was conducted with 185respondents.