Identifying a target consumer group for a new product can be challenging. Different marketing researchers will approach examining the data differently and may come to different conclusions. In the examples in this chapter, we looked at survey data from consumers about their coffee consumption habits. We learned that, based on the data, parents drink more total cups of coffee per week, but non-parents purchase more coffee beverages away from home.

If you were tasked with identifying the target consumer group, who would you recommend the new iced coffee beverage be marketed to and why? Are there additional questions you would want to include in the survey? Or additional tests you would like to perform on the data set that would help you answer this question?