by Connie Johnson

Different products are designed to appeal to specific consumer segments. And many times, it’s emotion that defines a consumer’s needs and drives them to choose one product over another.

Here, Paul Metaxatos of Motiv discusses the Keurig story and how the product features and innovation play a key role in establishing that emotional connection with different consumer segments.

Watch the rest of our reversing market research series featuring Eureka, Kicker Performance Audio, and Cisco.