From Hawaii to Home: A Case Study on What Makes Hawaiian Coffee Stand Out

Client

A Global Food & Beverage Organization

Service

Consumer Behaviour Research

Sector

Food & Beverage / Travel & Hospitality

Coverage

Japan

A global food and beverage organization partnered with us to understand Hawaiian coffee consumer behavior among Japanese travelers who had recently visited Hawaii and purchased packaged coffee during their trip. The study focused on regular coffee drinkers who brewed coffee at home and were familiar with Hawaiian coffee brands.

The study examined how travel memories, authentic local experiences, and existing coffee habits influenced participants’ interest in Hawaiian coffee after returning to Japan, including their willingness to purchase it online.

The Challenge
The challenge was to understand what made Hawaiian coffee appealing to travelers during their trip and whether that interest continued after they returned home. The client needed to distinguish the influence of the travel experience from participants’ everyday coffee habits and purchasing preferences.

Key areas of focus included:

• Connections between travel memories and Hawaiian coffee purchase behavior.

• How authenticity influenced the appeal of Hawaiian coffee during the trip.

• Differences between coffee purchases made in Hawaii and regular consumption habits at home.

• Influence of existing coffee preferences on continued interest in Hawaiian coffee.

• Brand familiarity and its role in maintaining interest after returning to Japan.

• Willingness to purchase Hawaiian coffee online after the trip.

• Factors that could keep Hawaiian coffee relevant beyond the travel experience.

The study needed to understand whether Hawaiian coffee remained a reminder of the trip or could become part of consumers’ everyday coffee routines.

What We Did

We conducted a 3-day online activity board with Japanese travelers who had recently visited Hawaii and purchased packaged coffee during their trip. The study focused on regular coffee drinkers who brewed coffee at home, allowing us to examine their coffee consumption habits and continued interest in Hawaiian coffee after returning to Japan.

The study included:

• 20 participants recruited, targeting at least 15 completes.

• Japanese travelers who had visited Hawaii within the previous 18 months and purchased bagged or packaged coffee during their trip.

• Regular coffee drinkers consuming coffee at least three days per week and brewing coffee at home.

• Participants familiar with at least one of the Hawaiian coffee brands and open to purchasing coffee online after returning to Japan.

• Preference for travelers who actively sought authentic local experiences.

• A 3-day online activity board requiring approximately 20 minutes of participation per day.

• Two to three structured assignments completed throughout the study.

• Client moderation through the AHA platform, with follow-up questions to explore responses in greater depth.

The multi-day format allowed participants to reflect on their Hawaiian coffee purchases alongside their travel memories, current coffee routines, and brand familiarity. This gave the client a better understanding of what could sustain interest in Hawaiian coffee beyond the trip and how it could fit into their everyday consumption habits.

The Impact of Research

The study gave the client a better understanding of how Hawaiian coffee remained relevant to travelers after they returned to Japan. By connecting their travel memories with everyday coffee habits, the research examined what could sustain interest in Hawaiian coffee beyond the initial purchase.

Key outcomes included:

• The role of travel memories in shaping continued interest in Hawaiian coffee.

• How authentic local experiences influenced the meaning attached to the original purchase.

• Differences between coffee purchased during the trip and everyday brewing habits at home.

• The influence of Hawaiian coffee brands and existing brand familiarity on post-trip interest.

• Factors shaping participants’ willingness to purchase Hawaiian coffee online after returning to Japan.

• Distinctions between travel-driven purchases and longer-term coffee consumer behavior.

• Consumer preferences that could inform future product positioning and engagement.

By connecting the original travel experience with participants’ coffee habits at home, the study gave the client a basis for understanding what could keep Hawaiian coffee relevant beyond the trip.

Whether you're looking to understand changing consumer preferences or explore new market opportunities, contact us to uncover the behaviours and decisions shaping your market and what they mean for your business.