When choice becomes a problem.

The Behavioural Economics issue of choice anxiety was prevalent in the purchase journey.

The Problem

I’ve worked with Nespresso for many years. Over time, Nespresso have implemented a range of different retail brand page designs featuring their coffee machines, on a country by country basis.

I was asked to step in to help determine the effectiveness of these designs, whilst generating insights to help in the development a global template to ensure the machine presentation was persuasive and consistent.

The Solution

Across 3 countries, I convened 12 focus group workshops with prospective customers of coffee machines.

To explore decision making, I used techniques to determine which machine features were of most importance. I used competitor websites and Nespresso prototypes to understand the most effective ways to aid decision making.

The Outcome

Through using this technique, I discovered that choice anxiety was present – creating long and unstructured purchase journeys, both online and in retail.

I also found that Nespresso machines have more in common, than differences. These insights were fundamental to how the machines were presented on web pages.

This led to a restructuring of the brand pages to provide clarity on the range, greater simplification and a prioritisation of the machine features that were implemented in retail websites globally.

It was a great pleasure to work with Steve using qualitative research about drivers and habits for online purchasing of machines. From the proposal of the methodology to the conduction of the focus groups, everything was very well structure and focused on the objectives and outcome we aimed for. The recommendations were very insightful, which enable us to really extract the best from the research and proceed with our projects.

Thais Oliveira | Global Trade Innovation Project Manager | Nestlé Nespresso S.A.