Heart of Starbucks

1. On average, how often do you go to a Starbucks?
  Response
Percent
Response
Count
Hourly   0.0% 0
Daily
12.3% 49
Weekly
30.5% 122
Monthly
23.3% 93
Annually
1.8% 7
Sporadically
28.8% 115
Never
3.5% 14
view commentOther comments: 67
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2. In general, how do you feel about Starbucks today?
  Response
Percent
Response
Count
Love it
10.3% 41
Like it
42.3% 168
Neutral about it
39.0% 155
Hate it
6.5% 26
Don't know
1.8% 7
view commentOther comments: 74
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3. In general, how did you feel about Starbucks five years ago?
  Response
Percent
Response
Count
Loved it
32.6% 130
Liked it
38.1% 152
Neutral about it
22.8% 91
Hated it
5.3% 21
Don't know
1.3% 5
view commentOther comments: 39
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4. What do you like BEST about the Starbucks experience? (pick all that apply) ਀ഊ
  Response
Percent
Response
Count
The coffee
43.1% 171
Specialty drinks
37.5% 149
Prepared foods (sandwiches, salads, etc.)
6.8% 27
Pastries
8.6% 34
Customer Service
26.7% 106
Ambiance
36.5% 145
Sense of community/camaraderie
16.1% 64
Convenience
39.5% 157
Price/Value
0.8% 3
Image/aesthetics
23.9% 95
Absolutely nothing
6.8% 27
view commentOther comments: 78
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5. What do you like LEAST about the Starbucks experience? (pick all that apply)
  Response
Percent
Response
Count
The coffee
18.2% 70
Specialty drinks
9.9% 38
Prepared foods (sandwiches, salads, etc)
22.4% 86
Pastries
14.3% 55
Customer Service
10.9% 42
Ambiance
9.4% 36
Sense of community/camaraderie
8.3% 32
Convenience
3.6% 14
Price/Value
62.2% 239
The image/aesthetics
8.1% 31
Absolutely nothing
7.0% 27
view commentOther comments: 70
  answered question 384
 
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6. How many Starbucks are there in your neighborhood?
  Response
Percent
Response
Count
One
25.8% 93
Two
30.0% 108
Three
25.0% 90
Four
11.4% 41
Five
7.8% 28
view commentOther: 61
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7. Is the number of Starbucks in your neighborhood:
  Response
Percent
Response
Count
Too many
23.4% 92
Too few
8.7% 34
About right
62.1% 244
Don't know
5.9% 23
view commentOther comments: 42
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8. Would you be upset if Starbucks closed a store in your neighborhood?
  Response
Percent
Response
Count
Yes
26.9% 105
No
55.5% 217
Maybe a little
17.6% 69
view commentWhy or why not? 109
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9. What's your favorite Starbucks alternative?
  Response
Percent
Response
Count
Dunkin Donuts
15.2% 57
Tim Hortons
1.6% 6
Krispy Kreme
1.1% 4
McDonald's
4.8% 18
Burger King
0.3% 1
Wendy's   0.0% 0
Intelligentsia
1.9% 7
Local coffee shop
34.4% 129
Local/regional coffee chain
18.9% 71
Homemade
21.6% 81
view commentOther: 84
  answered question 375
 
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10. Where did Starbucks lose its relevance for you (if at all)?
  Response
Count
view comment 288
  answered question 288
 
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11. What should Starbucks do to reassert its relevance (if anything)?
  Response
Count
view comment 289
  answered question 289
 
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12. Type of company:
  Response
Percent
Response
Count
Agency
15.1% 57
Manufacturer
15.9% 60
Service Industry
7.2% 27
Consulting Firm
22.0% 83
Marketing Services
14.9% 56
Media
5.0% 19
Academia
1.3% 5
Not-For-Profit
2.4% 9
Retail
8.2% 31
view commentOther (please specify)
8.0% 30
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13. If Manufacturer or Service industry, which Industry:
  Response
Percent
Response
Count
Apparel
1.7% 3
Automotive
2.3% 4
Computer/Software
5.8% 10
Consumer Electronics
1.7% 3
Financial Services
6.4% 11
Healthcare/Pharmaceutical
5.8% 10
Media/Entertainment
9.9% 17
Packaged Goods
25.0% 43
Restaurant
3.5% 6
Retail
5.8% 10
Telecomm
2.9% 5
Travel & Leisure
3.5% 6
view commentOther (please specify)
25.6% 44
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14. Size of Company:
  Response
Percent
Response
Count
Less Than $500MM
62.0% 219
$501MM - $999MM
9.1% 32
$1B - $2B
6.2% 22
$2B-$5B
4.0% 14
$5B- $10B
5.1% 18
$10B+
13.6% 48
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15. Your Title:
  Response
Count
view comment 326
  answered question 326
 
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16. Number of years in marketing: ਀ഊ ਀ഊ
  Response
Percent
Response
Count
More than 15
50.4% 186
Ten to 15
19.5% 72
Five to 10
17.6% 65
Fewer than 5
12.5% 46
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