Starbucks Research Design

This document addresses the declining engagement in Starbucks' Rewards program. Initially successful in boosting customer traffic and loyalty, the program now faces challenges like stagnant participation and longer wait times affecting customer experience.

The research focuses on two main points: whether active Rewards members visit more frequently than non-members, and if long-time members reduce their purchase frequency over time. The study will use secondary data on customer behavior and loyalty trends, alongside primary research through focus groups, to gain insights into customer experiences and perceptions of the Rewards program.