Gen Z Coffee Preferences Research: Global Chains vs. Local Cafés

I'll help you research how Gen Z consumers in Spain and Germany choose between global coffee chains and boutique local cafés. Let's start by clarifying some aspects of your research needs.

Phase 1: Topic Clarification

Let me ask a few questions to better understand your research objectives:

Thank you for that context. Let's explore more about your specific marketing needs:

Great! One more question to understand your specific needs:

Phase 2: Preparation and Planning

Based on our discussion, I'll now define and save the research topic:

Research Plan

I'll now conduct a comprehensive study on Gen Z coffee consumption preferences in Spain and Germany. Here's what to expect:

📋 Upcoming Workflow

• Find existing user personas representing Gen Z coffee consumers
• Create new targeted user personas for Spanish and German Gen Z
• Select the most representative personas for interviews
• Conduct expert interviews with these personas
• Generate a comprehensive research report

🔄 Key Steps

• Persona search and creation (focusing on both markets)
• Multi-perspective interviews exploring the 5 key factors you mentioned
• Data analysis and insight generation
• Final report compilation with actionable recommendations

📊 Final Deliverable

• Comprehensive report comparing Gen Z preferences in both markets
• Insights on brand aesthetics, authenticity, social visibility, menu preferences, and social value
• Actionable marketing recommendations for both global chains and local cafés

⏱️ Estimated Duration: Approximately 30 minutes

Let's begin the research process!

Phase 3: Research Execution

Step 1: Finding Existing User Personas

First, I'll search for existing personas that match our research needs:

Step 2: Creating New User Personas

Since no existing personas match our specific needs, I'll create new ones:

Now I'll build personas based on the collected data:

Step 3: Selecting and Interviewing User Personas

Now I'll interview these personas to gather insights on Gen Z coffee preferences:

Phase 4: Report Generation

First, I'll save a summary of our research process:

Now I'll generate the final report:

Phase 5: Research Completion

Your report on Gen Z coffee consumption preferences in Spain and Germany has been successfully generated! The report provides comprehensive insights into how Gen Z consumers in these markets choose between global coffee chains and local boutique cafés, with specific focus on brand aesthetics, perceived authenticity, social visibility, menu preferences, and the social value attached to café choices.

The report includes actionable marketing recommendations for both global chains and local cafés targeting Gen Z consumers in these markets, which should help inform your immediate tactical marketing decisions for the next 3-6 months.

You can access the complete report through the system. If you have any questions about the findings or would like to discuss specific aspects of the report, please feel free to ask!