In order to answer our research question, we have designed sub questions based on the different aspects of our research. We will connect our findings and follow up with recommendations for those interested in the Kombucha market.
Online research:
- Does Kombucha have a prominent online presences?
Based on our online research, Kombucha currently has a significant presence on the web 2.0 landscape. From, Facebook, Instagram, Twitter and blogs, as well as being a frequently searched topic on google. It is evident that Kombucha has a cultivated a substantial following of both engaged and curious consumers.
Recommendation: Although we were limited in time, the main findings of our online research showed that Kombucha is in fact a frequently discussed topic by online social media users.Our online research indicated that Kombucha is a popular topic shared amongst online social media users. We recommend a more in depth research on online peer to peer recommendations of Kombucha . Understanding online social media users relationships with Kombucha is beneficial strategy for beverage industry companies who are interested in tapping into the Kombucha beverage market. Moreover, it is important to recognize social media platforms such as, Twitter, Facebook and Instagram as valuable tools which help measure both consumers behaviors and attitudes towards Kombucha and how these aspects influence the longevity of Kombucha as a trend.
Netnography:
We have gathered the answers on these subquestions during our two weeks of observation.Based on the subquestions we have created We have gathered the answers on these subquestions during our two weeks of observation.
- To what extent are people satisfied with the taste of Kombucha?
- The Forum Homebrewtalk.com consisted mostly of home brewers. The overall taste of store brands was never discussed. The taste of the individual brews are only judged by the brewers. Consequently we were not able to answer this question based on the information we got from the forum.
- To what extent are the promises to the customers kept?
- We were not able to find an answer to this question based on the information we gathered during our two weeks of observation.
- Why do people start Kombucha (at home)?
- Probiotics, acetic acids and antioxidant.
- Kombucha DIY is trending, starters get inspired by online forums like Homebrewtalk.com.
- How loyal are people to Kombucha?
- We were not able to find an answer to this question based on the information we gathered during our two weeks of observation. However the participants of this forum talked passionately about their homebrews and the fact that they participate in a forum as such proves they are committed and willing to share. The loyalty in this perspective is rather high.
- How do people use Kombucha?
- Homebrewing is extremely popular.
- Kombucha is drank in preferable small amounts with allot of water.
- What tastes are popular?
- Fruit additions are the most popular. Especially Strawberry, Mango and passionfruit.
- Black tea is popular as a basis preferably Earl Grey.
- Why do people start drinking Kombucha tea?
- Kombucha tea is een as healthy. However people wonder whether Kombucha truly offers advantages.
- Cleansing the body.
- Kombutcha tea detoxifies the body.
Recommendation: Based on our Netnography research we believe that brewery shops will probably gain the most from the Kombucha trend because Kombucha DIY is extremely popular. Commercial Kombucha is barely discussed on the Homebrewtalk platform.
Data Scraping:
We analysed the research findings based on the sub question we defined in advance of the research. These sub questions enable us to structure our research and made sure that we focus on information which are necessary and relevant in order to answer our main research question.
What is the image of Kombucha?
- natural, raw and untreated
- contribute to health and fitness
- creates a spiritual experience
- does not contain any harmful substances
- probiotics and antioxidants which lead to health benefits
What is the target group of Kombucha?
- spiritual people
- living conscious
- environmental conscious
- vegetarian or even vegan diet
- healthy lifestyle
- value physical fitness and health
- tea and yoga/meditation to decrease stresslevel
- DIY movement
What are the expected health benefits of Kombucha?
- provide body with energy
- detoxicating
- probiotic
- immunebooster
- supports weightloss
- antiageing effect
Recommendation: The research findings we obtained through the data scraping include useful information for the marketing and communication department of the Kombucha brand. The information could be used to redefine the marketing strategy of Kombucha and measure ways how to increase brand recognition and awareness. The brand benefits from the research results in order to measure (or redefine) their specific target group and elaborate the research on their demographics, psychographics and behavioural aspects. Consequently, they can adapt their advertising strategy to make sure they reach this target audience more efficiently and on the long run, focus on the global expansion and further markets. Moreover, through the information about consumers lifestyle, Kombucha can extend its product lines in order to stay an interesting brand and meet consumer’s needs.
CONCLUSION
SUMMARY OF RESEARCH
To determine whether Kombucha will become a trend or remain a fad, we need to answer a few questions that attribute to understanding its place in society at the moment, the loyalty and experience of the users and the effects of drinking Kombucha.
Our online research showed that Kombucha has a substantial and prominent online presence on both social media platforms and search engines. This tells us that the interest of the public in Kombucha is relatively high. A peak of interest occurs in both trends and fads, the difference is the duration of the interest. Solely based on this information, which only spans over a short period of time, we are not able to determine whether Kombucha is a trend or a fad.
With our netnography we researched both the expectation and experience of people drinking Kombucha, so we could compare the two. The motivation for drinking Kombucha, especially DIY, was very clear in our research findings. The promise of drinking Kombucha tea is the detoxifying aspect, the probiotics, acetic acids and antioxidants. Kombucha users mostly brew at home and drink Kombucha in small amounts with a lot of water. The most popular flavours are fruit flavours and earl grey. The loyalty to Kombucha was difficult for us to measure, and we were not able to draw any definite conclusions from our research. However the participants of our observed forum, Homebrewtalk, talked passionately about their homebrews and the fact that they participate in a forum as such proves they are committed and willing to share. The loyalty in this perspective is rather high.
The satisfaction with Kombucha and whether the expectations of the users were met, could not be answered by our research. We advise further research focusses on these subjects.
The goal of the netnography research was to compare the expectations, mainly the motivation for drinking Kombucha and what the product promises, to the experience of drinking Kombucha, to predict the future of this phenomenon. Unfortuntely, we have not been able to draw significant conclusions from our research, because not all our subquestions could be answered. We did notice an enthusiasm for Kombucha by the users on the forum we observed, which would indicate a positive experience with drinking Kombucha. The fact that home brewing is the most popular indicated that Kombucha is worth putting a lot of effort in. However, because home brewing is quite labour intensive, this could be the downfall of Kombucha, which would hold it back from ever becoming a trend.
With our data scraping we looked into the image, target audience and expected health benefits of Kombucha. The image of Kombucha is very ‘pure’, it being a raw food that improves your health withour any unnatural qualities and it creating a spiritual experience. This fits the target audience as well, who are very conscious of their mental and physical health, the environment and are often vegetarian or even vegan. This also explains the popularity of the home brewing, because this gives them control over the production process. The expectated health benefits of drinking Kombucha is that it increases your energy levels, it boosts your immune system, it detoxifies your body, supports weightloss and has an antiageing effect. With all these promises it is no wonder that Kombucha is currently so popular. If all these expectations were met, it would be illogical if Kombucha would not become a trend.
In conclusion, with the research we have done we are not able to determine whether Kombucha will become a trend or remain a fad. The biggest piece of research that is needed to answer this question would be the experience of the Kombucha drinker. There would be measurable health improvement needed in a large, human sample group to confirm the effects of drinking Kombucha. Only then can we accurately predict the future of Kombucha tea.
ADVANTAGES & LIMITS OF ONLINE RESEARCH (RESEARCH OUTLOOK)
In order to draw good conclusions a researcher needs a lot of data of good quality. The period of observation for Netnography was too short to draw strong conclusions. The fact that we lost a lot of time because we did not get approval to enter the platform we actually wanted to answer shortened limited our time for the Netnography on a different platform in the end. Furthermore, Netnography is dependent on what naturally gets discussed. This makes it hard to find specific data when numerous subjects are not discussed or when introduced not responded eagerly on. The advantage of the online research is that data can always be accused again and that through smart tricks conversations can be found rather quick. Regarding the data scraping research, it only informed us about part of the image Kombucha has. Users posting about Kombucha are already convinced of the product and rarely post negative experience on Instagram because that is not the intention of this platform. They rather share positive lifestyle choices with their followers. Consequently, through data scraping we will miss out on the criticism of the product which is an important aspect in order to be able to answer the research question properly. On the other hand, we also conducted a netnography research which focusses on interest communities which are discussing positive but also negative experience with products. These two styles of primary research will provide us with enough information to create a whole image of Kombucha’s reputation.
Kombucha 