How qualitative research and journey mapping helped uncover the moments that shape the Peet's retail experience—and where the brand could make those moments work harder.
As a wave of new coffee brands entered the market, Peet's management team worried that the retail experience had become inconsistent and cluttered with communications, products and other miscellaneous touchpoints.
The question wasn't simply what customers thought of Peet's. It was how they moved through the experience—and which moments strengthened or weakened the brand.
We combined multiple qualitative methods to see the Peet's experience through customers' eyes—not just after the fact, but in the moment.
Participants visited a Peet's shop and responded to a guided series of questions and exercises while in the store.
Users documented experiences with Peet's and competitive brands through an online bulletin-board exercise.
Select participants joined online focus groups to explore the experiences and perceptions in greater depth.
We synthesized the research into a detailed map of motivations, moments of truth and touchpoints.
The outcome was a highly detailed customer journey map highlighting key motivations and moments of truth across the retail journey.
The work shifted the conversation from isolated store elements to the complete customer journey—what people expect, notice, feel and carry forward.
They move through a sequence: entering, orienting, choosing, ordering, waiting, receiving and leaving. The cumulative experience shapes brand perception.
Research helped identify the moments where clarity, confidence and ease matter most—and where the retail experience could either reinforce or dilute the brand.
A strong positioning needs an environment and journey that consistently make the product, craft and coffee experience the center of attention.
The journey map translated observations into specific touchpoint recommendations and retail strategies the team could use to improve the experience.
There was much to learn about how consumers navigate the Peet's retail experience. Most importantly, the research identified ways to improve the retail experience to drive overall satisfaction and improve brand perceptions.
“The best brand experiences don't add more messages. They make the right moments matter more.”