Mindslab is a prize-winning Chinese marketing research agency which is rooted to assist global and domestic brands to develop a solid understanding of the Chinese consumers and local market environment. This document is an extract of our full Chinese coffee drinker behavior report . If you want to learn more or want to collaborate with us please contact boni.liu@mindslab.cn

1. MINDSLAB 2023 CHINESE
CONSUMER STUDY
CASE SHARING DECK

2. COFFEE DRINKERS

3. Chinese coffee drinkers' weekly routine
WEEKDAY WEEKEND
Needs
Occasions
 They mostly prefer to choose strong coffee
such as Americano or coffee latte in the
morning to have strong energy boost and stay
awake. Most of them will purchase the coffee
in the coffee shop or convenient store near
their office but not make the coffee at home
due to limited time
 Some consumers will have a second coffee in
the afternoon either in the office (make it in
the office or ask for a coffee delivery via APP)
or in the coffee shop. They will choose a less
strong coffee: coffee latte or flat white in such
occasions because they want to stay awake
but not hinder their sleep quality during the
night
 Stay awake and energy boost is the key needs
for consumers to consume coffee during
weekday
 Consumers drink specialty coffee in various
occasions during the weekend.
 When they are out of home, they prefer to
enjoy the coffee in the coffee shop ( specially
to explore coffee in niche or trendy coffee
shop) to immerse in the atmosphere to enjoy
the time by themselves or with friends.
 Some consumers also prefer to spend more
time and efforts to make specialty coffee at
home with their own invention. They try to
mix match different ingredients or different
flavors in their coffee to experience the fun of
making coffee process.
 Self-indulgence
 Relax
 Socializing with friends

4. WHY MINDSLAB

5. 1
Operation
Capability
2 3
Enterprise
Qualification
& International
Clientele
Models and
techniques
 Corporate member of ESOMAR;
 P&G Qualitative preferred
partner
 MindsLab is rooted in
Chinese market with
powerful execution
network all over China.
 Rich application based on
IMMERSIVE and
HYPOTHETIC research
approaches.
Why MindsLab?
4
Strict quality
control process
 MindsLab has its internal
recruiting team to ensure
respondent quality and
project manager to
ensure smooth project
conduction

6. ESOMAR membership reflects commitment to the highest standards of
professional practice as enshrined in the ICC/ESOMAR Code on Market,
Opinion and Social Research and Data Analytics, and ESOMAR World
Research Guidelines. Within the industry it is a promise to uphold the highest
level of professional conduct and to implement best practices that support
effective decision-making.
http://www.mindslab.com.cn
https://www.esomar.org
A Corporate Member of ESOMAR since 2017
1
Enterprise
qualification

7. Some of Our Key Clients
1
Enterprise
qualification

8.  The powerful execution network able
to cover more than 300 cities all over
China.
 Standard execution process make sure
every city in China follow the same
standard. Adjust accordingly to every
different project.
 Establish a completed quality control
system, ensure the project quality, esp.
multiple cities’ execution.
Central
China
Southwest
China
North-West
China
Northeast
China
East
China
South
China
North
China
Powerful execution network all over China 2
Operation
Capability

9. Central
China
Southwest
China
North-West
China
Northeast
China
East
China
South
China
North
China
Strong online survey panel coverage 2
Operation
Capability
 Online panel cover 300+ cities
Tier 1: metro cities 4
Emerging Tier 1 15
Tier 2 30
Tier 3 70
Tier 4 86
Tier 5: county level cities 124
 God representativeness on middle class group

10. Project design
Early stage preparation
Respondents recruiting
Field work execution
Analyzing and report writing
Key Point：
The internal training conducted by
Project manager to ensure the
accuracy of message delivering
Key point：
• The project launch meeting is a must for
every members that involved in the project.
• The purpose of the meeting is to let every
member clearly know about the project
objective, project design, time line, project
budget and their responsibilities in the
project
Researcher training
Execution training
Establish detailed
project plan
Finalized team
members
Project Launch
meeting
Internal
training
Quality control training
Our Quality Control - 1

11. Project design
Early stage preparation
Respondents recruiting
Filed work execution
Analyzing and report writing
Clarify recruiting
criteria
Key point：
Secure the quality and quantity of
respondents is the key to project success.
We make sure our project manager brief
to the execution team in person to ensure
the accuracy of recruiting criteria. Back-up
respondents are prepared for each group
Respondents
recruiting
Key point：
Multiple source of respondents, secure the
smooth process
Base on the characteristic of different projects,
source from multiple channels like sample pool,
expert pool, respondents referral. Liaison
referral, online
Choose sample
2nd time screening
3rd time screening
Invitation sent
Key point：
After three times screening by our research
staff, we make sure the respondent is
completely suitable for our qualitative
interview requirements
Confirm attendance
Our Quality Control - 2

12. 1st screening
2nd screening
3rd screening
• Operator：Execution staff
• Purpose：screen out the right respondents from the list of candidates
• Operator：Quality control staff
• Purpose：conduct phone call screening on every respondent, make sure they are
100% qualified
• Operator：Researcher
• Purpose：The 3rd time screening from the perspective of qualitative research,
make sure the nature of respondents fit for the research study.
1. Through the form of questions, observe whether respondent have their own
opinion towards specific categories. Observe whether they are articulate, full of
imagination and creative enough to offer a lot information and opinions to client
side
2. Understand respondents' basic opinions towards specific category. Make sure all
respondent cover variety of opinion, and the representative of sample
Our Quality Control - 3

13. Moderator
Researcher Execution Quality control
Design of screener/DG
Topline and report
Screener/DG
moderation
Report writing
On the spot quality
control, execution
control
Double check on
quality control
Project director
Project Manager
Project design, finalized the screener and discussion
guide. Communication with client, double check on
discussion guide and final report, overall quality
control
Project design, project management (process and
quality control),client side communication, screener
and discussion guide design, topline and report
writing
Client Project management、Current user pool、Flow control, communication
and coordination, Internal report.
Project consultant
Provide profession
support to project
Quality Control Map

14. Further inquiry please contact:
Boni.liu@mindslab.cn