Understand more.
Choose better.
Good decisions start with your business, customers and budget. We investigate what you already have, find a direction and learn from what we put into action.
See it through the customer's eyes
I want to find the coffee I’ll want to buy again.
A coffee brand sells directly to consumers and through retailers. Follow the path from a first taste to purchase and repeat orders.
Understand what happens before the purchase
What customers do online is not always what you hear in a conversation. Switch perspective and explore the moments that can shape a decision.
We drink coffee every day. I’d like to find one we actually look forward to.
A taste to discover, before there is a brand to choose.The strategic question
We investigate the occasion and habits behind the purchase. Taste, brewing method and the daily ritual can matter more than the product name.
Can be investigated through customer conversations. Cannot be read from an ad account alone.
I tasted it at a friend’s house. Now I want to find out where it comes from.
The strategic question
A tasting, a retailer or a piece of content can spark interest. We look at the connection between physical encounters with the product and the digital search.
Views and saved posts can be signals. They do not in themselves establish a purchase.
coffee beans for filter coffee
Which coffee suits our brewer? How do they describe the taste, and what does delivery cost?
The strategic question
Taste descriptions, brewing guidance and clear purchasing terms should make choosing easier. We investigate which explanations new customers need.
Search behaviour and customer service questions can provide clues. We distinguish what we know from what we assume.
Shall we try this coffee at home?
Yes. Let’s see which one suits our brewer.
The strategic question
The person getting in touch or making the purchase is not necessarily the only one choosing. The material also needs to help explain the value to someone else.
Private conversations are often invisible to tracking. Customers' own explanations help here.
Coffee beans · first order
But what made the customer choose?
The strategic question
First and repeat purchases tell us different things. We follow available purchase and cost data and investigate what makes customers return.
Purchases and sources can be measured where setup and consent allow it. The entire decision is rarely visible.
The order is visible. Much of the consideration is not.
The first coffee is bought
A possible customer story, not a tracked journey. We combine data and customer accounts and test the assumptions that matter most.
From your situation to a direction
You do not need to know which marketing activities to choose. Start with what you want to change and see how we could approach it.
A possible place to start
We review existing channels, purchases and repeat purchases and investigate how costs and retail sales inform the assessment.
The coffee brand sells online and through retailers. It wants to understand which activities bring new customers and what makes them buy again.
The first order does not show the full value of a customer. We need to understand both the path to the first purchase and what happens afterwards.
An overview of what we can rely on, what is missing and which activity we should investigate first.
We hold off on new channels and larger production until we know more about where the effort needs help.
How we find the next step
When measurement is useful, we choose a focused test and agree what its result should help us decide.
We followPurchases, costs and profitability
Try changing one assumption
What is already in place determines where it makes sense to start. See the difference in the selected example.
Then we start here
Connect available data with sales knowledge. Find out what we can follow and where the explanation is missing.
Otherwise it is difficult to assess what a larger budget or more activity contributes.
Once the overview is useful, we can choose a focused test and assess it on a better basis.
Bring your current activities, results and approximate budget to the first conversation if you can. We help identify what is missing.
The examples show how we think. Your goals, budget, season and what you already have determine the actual effort.
Give the strategy something to work with
A good angle needs to work in several places. Switch message and format and see the material take shape. Only when it meets customers do we learn what works.
The first cup
The first cup
There is something about the first cup. Find a coffee for your brewer, your taste and the way you begin your day.
Find your coffeeThe first cup
Perhaps you have already found a favourite. Perhaps you are still exploring. Start with the way you brew and find your next coffee.
Find your coffeeMORGEN
MORGENThe first cup
Morning light. A cup is set down.
We plan angles, production and formats alongside the effort. Photography, film, customers' own stories and graphic material can play different roles. The response helps us choose what to develop further.
Let's start with your reality
We like to look at your current setup before the first conversation. That gives us a better basis for discussing goals, customers and the effort that makes sense for you.
Talk to us about the directionWhat should marketing help the business achieve?
What do you know about your customers, and what would you like to investigate?
What is your budget and time horizon?
Already have traffic? Explore conversion optimisation.