Of course. This is an excellent and well-defined business problem. Choosing the right product variation for regional markets requires a structured approach that balances creative insight with rigorous consumer analysis. Using the KANO model is a sophisticated way to move beyond simple preference ratings.

Here is a comprehensive business research proposal to guide your product development specialist.

Business Research Proposal: Selecting the Optimal Autumn Coffee for Asian Markets

This plan will guide you through a systematic process to determine which of the three proposed coffee concepts will have the highest market acceptance and appeal among your target consumers.

1. Information Collection

To effectively use the KANO model, we need to gather two types of information: broad market context and specific consumer reactions to product attributes. We will use a combination of web searches and structured user interviews.

A. Web Search Plan

This initial search will provide a strategic overlay to your interview findings, ensuring your product decision is grounded in current market realities across China, Japan, and South Korea.

Search Query & Purpose:

• Queries: autumn seasonal beverage trends China 2024 2025, pumpkin spice flavor popularity Asia, maple flavor consumer perception Japan Korea, cinnamon in desserts and beverages South Korea, apple cinnamon flavor profile perception China, oat milk coffee market trends Asia 2025, premium coffee consumer behavior Japan vs China vs Korea
• Purpose: The goal of this search is to understand the existing consumer palate and trends in these key markets. We need to know if these flavors are novel, familiar, or potentially polarizing. For example, "Pumpkin Spice" is a cultural phenomenon in North America but may be a new concept in parts of Asia. Understanding the popularity of cinnamon in local desserts could indicate its acceptance in a coffee beverage. The strong growth of oat milk in Asia is also a critical factor for the Pumpkin Velvet Oatmeal Latte. This context will help you interpret the "why" behind your interview findings.

B. User Interview Plan

The core of this research is a structured interview process designed to populate the KANO model. This requires careful recruitment and a specific questioning format.

• Interview Subjects:

  • Who: Recruit 18-24 white-collar professionals, aged 25-40, split evenly across Shanghai (China), Tokyo (Japan), and Seoul (South Korea).
  • Segmentation: Within this group, ensure you recruit participants who match your 6 pre-defined personas. These personas should be clearly defined by attitudes and behaviors (e.g., "The Health-Conscious Professional," "The Trend-Seeking Instagrammer," "The Coffee Purist," "The Comfort Seeker," etc.). This is crucial for analyzing how different segments perceive the same attributes.

• Interview Purpose:

  • To systematically classify specific attributes of each of the three coffee concepts into the five KANO categories (Must-be, Performance, Attractive, Indifferent, Reverse) for each persona and market.
  • To gather qualitative "why" statements that explain their ratings.

• Core Interview Questions (KANO Paired-Question Format): For each coffee concept, you must first break it down into its core attributes. Then, for each attribute, you will ask a pair of questions: one functional (if it's present) and one dysfunctional (if it's absent).

  Example Attribute Decomposition:

  • Pumpkin Velvet Oatmeal Latte: 1) Pumpkin flavor, 2) Smooth/velvety oatmeal texture, 3) Autumnal spice blend (cinnamon/nutmeg), 4) Sweetness level.
  • Maple-Orange Flavored Latte: 1) Maple flavor, 2) Hint of orange/citrus zest, 3) Sweetness level, 4) Aromatic quality.
  • Apple Cinnamon Mocha: 1) Apple flavor, 2) Cinnamon spice, 3) Chocolate/mocha notes, 4) Sweetness level.

  Questioning Technique (Example for "Smooth/velvety oatmeal texture"): You will present the concept of the Pumpkin Velvet Oatmeal Latte. Then, for this specific attribute, you will ask:

  1. Functional Question: "If your autumn latte had a noticeably smooth and velvety texture from oatmeal, how would you feel?"

     • ( ) I like it that way
     • ( ) I expect it to be that way
     • ( ) I am neutral
     • ( ) I can live with it that way
     • ( ) I dislike it that way

  2. Dysfunctional Question: "If your autumn latte did not have a noticeably smooth and velvety texture, how would you feel?"

     • ( ) I like it that way
     • ( ) I expect it to be that way
     • ( ) I am neutral
     • ( ) I can live with it that way
     • ( ) I dislike it that way
  • Analysis Purpose: The combination of answers to these two questions directly maps to a KANO category using a standard evaluation table. For instance, if a user "likes" its presence but is "neutral" about its absence, that attribute is classified as Attractive. If they "expect" its presence and "dislike" its absence, it's a Must-be. This structured questioning must be repeated for every attribute of all three drinks.

2. Information Analysis

After collecting the data, the analysis phase involves translating the raw responses into a strategic recommendation. This is where the KANO framework provides its true value.

Recommended Framework: KANO Model

• Framework Teaching: The KANO model is a tool for understanding customer satisfaction that goes beyond a simple "like" or "dislike." It classifies product features into five categories, helping you prioritize what truly matters to customers:

  • Must-be Attributes: These are basic expectations. If they are absent, customers will be very dissatisfied. However, their presence doesn't increase satisfaction—it's just the minimum standard (e.g., the coffee must be served hot).
  • Performance (One-Dimensional) Attributes: For these, "more is better." The more you provide, the more satisfied customers become (e.g., richer aroma, more pronounced flavor). These are attributes where you can compete directly.
  • Attractive (Excitement) Attributes: These are unexpected delights. Their absence causes no dissatisfaction (because customers don't know to expect them), but their presence creates significant satisfaction and buzz (e.g., a unique and delicious flavor combination like maple and orange). These are your key differentiators.
  • Indifferent Attributes: Customers don't care about these features, whether they are present or not. Investing in these is a waste of resources.
  • Reverse Attributes: The presence of these attributes actively causes dissatisfaction (e.g., a flavor that is perceived as "artificial" or a drink that is overly sweet). These must be avoided at all costs.

• Applicability Explanation: This framework is perfect for your situation because you are not just testing preference, but diagnosing the nature of that preference. It will tell you not only which coffee is liked most, but why. Does one coffee win because it has more "Attractive" features that will generate buzz? Or does another have a better balance of "Performance" attributes without any polarizing "Reverse" features? This allows for a much smarter product and marketing strategy.

Analysis and Synthesis Plan

Follow these steps to translate your research into the final actionable output:

1. Categorize All Attributes:

   • For each participant, take their paired answers for every attribute (e.g., "apple flavor," "oatmeal texture") and use a standard KANO evaluation table to plot them into one of the five categories.
   • Aggregate these results to find the dominant category for each attribute, segmented by persona and country (e.g., "For Japanese Trend-Seekers, the 'orange zest' attribute was categorized as Attractive").

2. Create a KANO Profile for Each Coffee:

   • For each of the three coffee concepts, create a summary profile that lists its key attributes and their final KANO classification. This gives you an at-a-glance diagnostic of each drink's strengths and weaknesses.

3. Compare and Select the Winning Concept:

   • Place the three KANO profiles side-by-side. The ideal candidate for launch will have the following characteristics:
     • All Must-be attributes are met.
     • A high number of Attractive and Performance attributes. These are your primary levers for customer satisfaction and marketing.
     • Zero Reverse attributes. A single strong "Reverse" attribute can kill a product, even if other aspects are positive.
   • The coffee that exhibits the strongest combination of Attractive and Performance features, with no Reverse qualities, is your recommended product.

4. Develop the Product Positioning and Marketing Strategy:

   • Your KANO results are a direct input for your marketing messages.
   • Headline Features (Attractive Attributes): The attributes that landed in the "Attractive" category should be the centerpiece of your marketing campaign. They are your surprise-and-delight features that will generate interest and word-of-mouth.
   • Supporting Claims (Performance Attributes): Attributes in the "Performance" category are your "reasons to believe." Use them to communicate quality and justify a premium price point (e.g., "A perfectly balanced, rich maple flavor").
   • Localize Messaging: Pay close attention to any differences in how attributes were categorized between China, Japan, and South Korea. An "Attractive" feature in one market might be merely "Indifferent" in another, requiring you to adjust marketing emphasis by country.

5. Refine the Product and Mitigate Risks:

   • If the leading concept has any attributes that are "Reverse" for a specific persona or country, you have a clear action item: reformulate or offer options. For example, if "cinnamon level" is "Reverse" in Japan, consider launching with a lower cinnamon profile in that market.
   • If a key attribute is "Indifferent," consider if you can remove it to save costs without impacting satisfaction.

Summary of Interview Insights on the Pumpkin Velvet Oatmeal Latte Concept

Five in-depth interviews were conducted with consumers from key Asian markets (Taipei, Seoul, Tokyo, China) to evaluate the "Pumpkin Velvet Oatmeal Latte," a premium seasonal coffee product. The participants—young professionals with a passion for coffee—consistently emphasized authenticity, sensory quality, and a balanced flavor profile aligned with autumnal expectations.

Key Product Attributes & Consumer Expectations

1. Pumpkin Flavor Intensity

• Universally seen as a Must-be attribute: all interviewees stressed the necessity for a noticeable, authentic pumpkin flavor that is earthy, natural, and well-integrated.
• The absence or extreme subtlety of pumpkin was viewed as a significant disappointment and a "bait-and-switch," undermining the product's promise and seasonal appeal.
• Descriptions ranged from "comforting pumpkin hug in a mug" to "a gentle whisper of autumn," highlighting the emotional and sensory importance of pumpkin in the drink.

2. Oatmeal Texture and Mouthfeel

• The smooth, velvety oatmeal texture emerged as a Must-be or strong Performance attribute across interviews.
• Respondents associated this texture with luxury and craft, elevating the latte beyond standard offerings and fulfilling the "velvet" promise in the name.
• While some could "live without" it, most indicated its absence would lead to disappointment and a missed opportunity to deliver a unique, indulgent experience.

3. Seasonal Spice Blend (Cinnamon, Nutmeg)

• The spice blend was consistently classified as a Must-be attribute essential to creating the "autumn magic."
• Well-integrated cinnamon and nutmeg enhance warmth, complexity, and the comforting seasonal ambiance.
• Lack of these spices made the drink feel "incomplete," "flat," or "naked," stripping away the emotional and sensory connection to fall.

4. Overall Sweetness Level

• A balanced sweetness was highly valued as an Attractive and Performance feature that supports flavor harmony.
• Excessive sweetness was strongly disliked, seen as masking nuanced pumpkin and spice flavors and detracting from the premium experience.
• Participants preferred sweetness that complements rather than dominates, enabling a sophisticated and mindful sensory experience.

Consumer Profiles & Motivations

• Alex (Taipei): Values craftsmanship, origin stories, and cultural infusion. Prefers independent specialty cafes and seeks authentic, sensory-rich coffee rituals.
• Coffee Connoisseur (China): Passionate about authenticity, brewing technique, and balanced seasonal flavors, with strong aversion to artificiality and overly sweet drinks.
• Luna (Seoul): Trend-focused cafe hopper who values aesthetics and unique experiences. Wants visually and sensorially striking drinks that impress both taste and social media followers.
• Kaito (Tokyo): Analytical specialty coffee enthusiast prioritizing balance, quality, and thoughtful flavor integration.
• Serene (Taipei): Mindful lifestyle advocate valuing comfort, authenticity, and sensory richness in seasonal rituals.

Common Themes and Insights

• The integrity of the pumpkin flavor is a non-negotiable foundation for consumer satisfaction and brand credibility.
• The velvety oatmeal texture significantly contributes to the drink’s premium positioning and sensory uniqueness, strongly linked to the product’s name and identity.
• The seasonal spice blend plays a pivotal role in evoking the emotional and atmospheric qualities of autumn, essential for a memorable seasonal coffee experience.
• Sweetness balance must be carefully calibrated to highlight natural flavors rather than overpower with sugar—key for a sophisticated, premium audience.
• Across all markets, consumers associate the ideal pumpkin latte with comfort, warmth, authenticity, and a multisensory "experience" rather than just a flavored beverage.

Conclusion

The "Pumpkin Velvet Oatmeal Latte" concept resonates strongly with premium coffee consumers in major Asian cities when it delivers on its promise of authentic pumpkin flavor, luxurious oatmeal texture, inviting seasonal spices, and thoughtful sweetness balance. Failing to meet these expectations risks dissatisfaction and undermines the seasonal and premium positioning. When well-executed, the product can offer a comforting, indulgent, and culturally relevant coffee experience that aligns with consumers’ desires for both authenticity and sensory delight.

Summary of Interview Insights on "Pumpkin Velvet Oatmeal Latte" Concept

Five detailed interviews were conducted with coffee enthusiasts and professionals across major Asian cities (Taipei, Seoul, Tokyo, and first-tier China city) to evaluate the "Pumpkin Velvet Oatmeal Latte" for a premium coffee brand targeting discerning, quality-focused Asian markets. The interviewees shared converging views on key product attributes: pumpkin flavor intensity, oatmeal texture, seasonal spice blend, and overall sweetness.

Key Findings

1. Pumpkin Flavor Intensity

All interviewees strongly emphasized the must-have nature of a noticeable, authentic pumpkin flavor. It should be well-balanced, earthy, and natural, avoiding artificial or syrupy notes. The pumpkin taste is seen as fundamental to meet the product’s seasonal promise and name.

• Absence or extreme subtlety of pumpkin flavor was consistently described as a "bait-and-switch," a "missed opportunity," and a source of strong disappointment.
• KANO Classification: Predominantly Must-be attribute (its presence expected, absence causes strong dissatisfaction).

2. Oatmeal Texture/Mouthfeel

A smooth and velvety oatmeal texture is highly valued for elevating the drink beyond an ordinary latte, adding a luxurious and comforting sensory dimension.

• It was described as enhancing the "velvet" promise, making the drink feel premium, indulgent, and crafted with attention to detail.
• While its absence is not always a deal-breaker, it generally results in disappointment and a sense that the drink is less special or incomplete.
• KANO Classification: Largely Must-be to Attractive — presence delighting consumers, absence diminishing experience.

3. Seasonal Spice Blend (Cinnamon, Nutmeg)

An integrated and aromatic blend of traditional autumn spices is considered essential for creating the "autumn magic" and enhancing warmth and comfort without overpowering.

• Missing or poorly integrated spices lead to perceptions of incompleteness, a "flat" or "less cozy" flavor profile, and loss of seasonal authenticity.
• KANO Classification: Clearly a Must-be or strong Performance attribute.

4. Overall Sweetness Level

Balanced sweetness is critical for achieving sophistication and harmony — it should complement, not dominate, allowing the pumpkin, spices, and coffee flavors to shine.

• Overly sweet versions are disliked as "sugar bombs" that undermine the premium nature of the drink.
• KANO Classification: Generally Attractive or Performance, depending on appropriate balance.

Consumer Profiles & Motivations

• Experienced Specialty Coffee Consumers: These users value authenticity, craftsmanship, and balanced flavor integration. They avoid artificially sweet or overly sugary drinks, preferring nuanced sensory experiences.
• Lifestyle & Aesthetic Seekers: Young professionals who appreciate the full coffee experience, including texture, aroma, visual appeal, and seasonal cultural resonance, often sharing on social media.
• Mindful & Sensory-Oriented Drinkers: Those who see coffee as a ritual and comfort, deeply valuing sensory richness (texture, aroma), natural ingredients, and mindful sweetness.

Representative Quotes

• Pumpkin flavor: "If you call it ‘Pumpkin,’ you need pumpkin to shine; otherwise, it feels like a bait-and-switch."
• Oatmeal texture: "Velvety texture adds a luxurious, comforting layer—it turns a good latte into an indulgent experience."
• Spice blend: "Without cinnamon and nutmeg, the drink lacks its soul and autumn warmth."
• Sweetness: "Sweetness should enhance, not overpower—too much feels like a sugar rush, not a premium drink."

Conclusion

The concept of the Pumpkin Velvet Oatmeal Latte resonates well with premium Asian coffee drinkers when executed with authentic pumpkin flavor, velvety oatmeal mouthfeel, warm seasonal spices, and balanced sweetness. The pumpkin flavor and spice blend are non-negotiable must-haves, while oatmeal texture and sweetness play vital roles in elevating the experience into a sophisticated, autumnal indulgence. Any compromise on these elements risks disappointing discerning consumers and damaging brand credibility. This concept should therefore prioritize ingredient authenticity, sensory balance, and cultural resonance to succeed in this competitive and quality-conscious market.

Summary of Interview Insights on Pumpkin Velvet Oatmeal Latte Concept

Five in-depth interviews were conducted with premium coffee consumers from key Asian markets (Taipei, Seoul, Tokyo, mainland China, and a cross-regional freelance content creator). The objective was to evaluate the "Pumpkin Velvet Oatmeal Latte," a seasonal, premium coffee beverage designed around authentic pumpkin flavor, a smooth oatmeal mouthfeel, warm spices, and balanced sweetness. All interviewees share a strong appreciation for craft, authenticity, and sensory experience, with clear expectations for seasonal coffee drinks.

Common Themes and Key Attributes

1. Pumpkin Flavor Intensity (Must-be Attribute)

• Universally regarded as essential. All interviewees expect a clearly noticeable, authentic pumpkin flavor that is earthy, mildly sweet, and natural—not artificial or syrupy.
• Absence or extreme subtlety leads to strong dissatisfaction, perceived as a "bait-and-switch," undermining the product’s integrity and seasonal promise.
• Described as the heart of the autumn experience, akin to "a comforting pumpkin hug" or "a gentle whisper of autumn," its presence is non-negotiable and foundational.

2. Oatmeal Texture / Mouthfeel (Must-be / Attractive Attribute)

• The "velvet" texture from oatmeal is highly valued for imparting a distinct, smooth, and luxurious mouthfeel that elevates the drink beyond typical lattes.
• Several users describe it as a comforting experience, akin to a warm blanket for the senses or a "wow" factor that supports premium positioning.
• Absence yields disappointment and a sense that the concept was not fully realized. While not always deal-breaking, it dampens indulgence and exclusivity.
• Classified broadly as a must-be due to the explicit naming and expectations, though some interviewees rate it as an attractive layer of surprise or delight when well-executed.

3. Seasonal Spice Blend (Cinnamon, Nutmeg) (Must-be Attribute)

• Considered integral to creating an authentic autumnal flavor profile.
• Expected to be aromatic and well-integrated, providing warmth and depth that harmonize with pumpkin and coffee.
• When missing or poorly blended, the drink is seen as incomplete or lacking "the soul of autumn," impairing the overall sensory experience.
• Strong consensus that spice blend is crucial for creating seasonal magic and festive comfort.

4. Overall Sweetness Level (Performance / Attractive Attribute)

• Balanced sweetness is preferred, enhancing other flavors without masking them or turning the drink into a "sugar bomb."
• Enables sophistication and highlights nuance in the coffee, pumpkin, and spices.
• Overly sweet drinks are negatively viewed as detracting from premium quality; however, attendees appreciate some degree of sweetness for harmony and indulgence.

User Profiles & Context

• Most respondents are urban professionals aged 28-35, with high engagement in specialty coffee culture and a preference for independent cafes over large chains.
• They prioritize authenticity, sensory delight (taste, aroma, texture), cultural connection, and visual/aesthetic appeal.
• Mindful living and the experiential aspect of seasonal coffee rituals are valued, especially in autumn.
• Willingness to pay a premium for quality, authenticity, and nuanced flavor experience is consistent.

Implications for Product Development

• Pumpkin flavor must be genuine, perceptible, and balanced to meet core customer expectations.
• Velvety oatmeal texture is a defining attribute that can differentiate the product, providing luxurious mouthfeel and exclusivity.
• A warm, harmonious spice blend is essential to authentic autumnal identity.
• Sweetness requires careful calibration—enough to complement but not overpower, maintaining balance for premium positioning.
• All elements should work in synergy to create a sophisticated, indulgent, yet comforting seasonal drink that delivers on its promise and name.

Memorable User Quotes

• "If it’s called 'Pumpkin', the pumpkin needs to be there — otherwise, it’s bait-and-switch."
• "The velvet texture adds a luxurious dimension — without it, it just feels like another latte."
• "The spice blend is the soul of autumn in this drink."
• "Sweetness should complement, never dominate — that’s what makes it feel premium and thoughtful."
• "It’s like a warm, comforting blanket for my senses — that’s what the oatmeal texture and spices bring."

Overall, the "Pumpkin Velvet Oatmeal Latte" concept resonates well as long as it authentically delivers on pumpkin intensity, velvet-like oatmeal mouthfeel, seasonal spices, and balanced sweetness to craft a premium, sensory-rich autumnal coffee experience.

Summary of Interview Insights on the "Pumpkin Velvet Oatmeal Latte" Concept

Five interviews were conducted with coffee consumers across key Asian urban markets (Taipei, Seoul, Tokyo, and first-tier cities in China) to evaluate the "Pumpkin Velvet Oatmeal Latte" as a premium seasonal coffee offering. The respondents, all discerning specialty coffee drinkers or enthusiasts aged late 20s to mid-30s, shared detailed feedback on four key attributes: pumpkin flavor intensity, oatmeal texture/mouthfeel, seasonal spice blend, and overall sweetness.

Key Attribute Insights

1. Pumpkin Flavor Intensity
All interviewees strongly agree that a noticeable, authentic pumpkin flavor is fundamental to the concept. The presence of pumpkin flavor is considered a Must-be attribute—its absence causes significant disappointment and is seen as a "bait-and-switch" or failure to fulfill the seasonal promise. Descriptions included terms like "comforting pumpkin hug," "earthy and well-balanced," and "genuine whisper of autumn." Artificial or overly subtle pumpkin notes are disliked, while a genuine, well-integrated pumpkin taste greatly enhances the drinking experience.

2. Oatmeal Texture/Mouthfeel
A smooth, velvety texture derived from oatmeal emerges as both a Must-be and Attractive feature. Interviewees like Alex and Luna emphasized the "luxurious," "comforting," and "premium" sensory experience it imparts, aligning with the "velvet" in the product name. While some view its absence as a "missed opportunity" rather than a deal-breaker, most would be disappointed if the oatmeal mouthfeel were weak or missing, as it detracts from the uniqueness of the drink.

3. Seasonal Spice Blend (Cinnamon, Nutmeg)
Warm, well-integrated autumn spices are consistently noted as Must-be or strong Performance attributes. Cinnamon and nutmeg enhance the "cozy," "inviting," and "complete" autumnal profile. Their absence results in a sense of incompleteness, lacking the "soul" or "heart" of an autumn pumpkin latte, described metaphorically as a "naked" or "flat" drink missing essential warmth and aroma.

4. Overall Sweetness Level
Balanced sweetness is important to all respondents, seen as an Attractive or Performance attribute that highlights the interplay of flavors without masking subtle pumpkin or spice notes. Excessive sweetness is widely disliked, considered a "sugar bomb" or a dilution of sophistication. A mindful, moderate sweetness level indicates thoughtful formulation and enhances the premium, indulgent experience.

Consumer Profiles & Motivations

• Alex (Taipei, Marketing Manager): Values craft, cultural experience, and premium quality, frequently visits specialty coffee shops, and seeks unique sensory experiences.
• CoffeeConnoisseur (China): Passionate specialty coffee enthusiast focused on authenticity, origin, and balanced, nuanced flavor integration.
• Luna (Seoul, Digital Marketer): Aesthetically motivated café hopper, trend-seeker, focused on visual appeal, seasonal uniqueness, and cozy indulgence.
• Kaito (Tokyo, Software Engineer): Analytical coffee lover emphasizing balance, quality, and sophisticated flavor integration.
• Serene (Freelance Designer): Mindful lifestyle advocate who views coffee as a comforting ritual, deeply appreciating authentic, sensory, and seasonal experiences.

Overall Conclusions

The "Pumpkin Velvet Oatmeal Latte" is strongly favored as a seasonal offering by a niche of discerning Asian specialty coffee consumers if it delivers on key sensory and authenticity dimensions:

• Pumpkin flavor must be present, authentic, and well-balanced. Its absence is seen as a critical flaw.
• Oatmeal texture should be smooth and velvety, enhancing the sensory richness and aligning with the product name.
• Seasonal spices like cinnamon and nutmeg are essential to evoke the autumnal warmth and completeness.
• Sweetness must be balanced and subtle, enabling core flavors to shine without turning the drink into a sugary concoction.

Successfully meeting these expectations could position the latte as a premium yet comforting seasonal choice, distinguishing itself from generic, artificial pumpkin-flavored beverages. The product’s sensory authenticity, craftsmanship, and cultural resonance are key to appealing to this sophisticated urban Asian market segment.