How do you research why people switch coffee brands?

Question

Trying to figure out what actually drives switching behavior in the coffee space. Not sure if surveys are enough or if I need something more qualitative.

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Priya Sharma · Answer

Surveys alone usually miss the real story — people rationalize their choices after the fact. I'd pair a short exit survey (3-5 questions max) with follow-up depth interviews on switchers you identify, focusing on the 'last straw' moment. Honestly, mining Amazon/Reddit reviews for coffee brands is also underrated for surfacing raw, unprompted reasons.

How do you research why people switch coffee brands?

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