I've prepared a comprehensive, 20-slide deck outline for your Group Action Learning Project

(GALP) on Third Wave Coffee, strictly following your required structure, content, and
academic depth. This outline focuses on synthesizing the behavioral frameworks you provided
(GO/STOP, JTBD, PTL) with the specific market problem in India.

Slide 1: Title Slide

Project Title: Deconstructing the Irregular Visit Pattern

A Behavioral Research Study on Third Wave Coffee: Understanding Jobs-to-Be-Done,
GO/STOP Signals, and Drivers of Weekday and Solo Visit Frequency in the Indian Market111.

Course: Marketing Research for Consumer Insights and Growth Strategies (ISB) 2

Team Members: [List Team Members]

Core Business Problem: How can Third Wave Coffee cafés convert high Brand Love and
strong Weekend/Social visits into consistent, profitable weekday/solo footfall by
targeting and mitigating core STOP Signals? 3333

Slide 2: Executive Summary

●​ Core Problem: High emotional attachment exists (Brand Love/Aesthetics), but irregular,
low-frequency usage (especially solo/weekday) creates a commercial viability challenge
in premium urban locations444.​

●​ Approach: A Hybrid Qualitative Methodology combining real In-Depth Interviews

(IDIs) (depth) with Synthetic Personas (breadth) to precisely map the contextual
Jobs-to-Be-Done (JTBD) and quantify the Push/Pull/Anxiety Forces55555.​

●​ Key Insight (Core Tension): The target Ritualist Segment hires the café for
Productivity, Ritual, and Escape 6but is blocked by two non-monetary STOP Signals:
 Seating/Crowding Uncertainty and Price Anxiety due to perceived value mismatch for
solo utility7.​

●​ Strategic Focus: The intervention must be concordant 8by directly guaranteeing the
primary Functional Job (Productivity Zone) and intelligently framing the monetary
friction (cost) for routine, high-frequency occasions9999.​

●​ Top Recommendations: Implement Designated Productivity Zones (guaranteeing

utility), launch a Ritualist Loyalty Tier (reinforcing habit), and test a Value-Framed
Bundle using a Predict-Test-Learn (P-T-L) experimental approach1010101010.​

Slide 3: Why This Problem Matters (Commercial

Rationale)

●​ Premium Unit Economics: Success hinges on maximizing asset utilization, particularly

during non-peak hours. High-cost urban real estate demands stable, predictable
footfall throughout the work week, not just weekend spikes11.​

●​ Inconsistent Demand Profile (Solo vs. Social): Current demand is skewed towards
high-AOV Social/Treat Visits (weekend). This leaves a vacuum in weekday productivity
blocks, wasting high-capacity staff and space12.​

●​ The Power of Habitual Consumption: The solo, routine-seeking customer

(Ritualist/WFH segments) represents the source of high-frequency, predictable,
low-friction revenue that covers fixed costs (analogous to the consistent repeat user in
the loyalty section of the BrandDynamics Pyramid 13131313).​

●​ Risk of Misdiagnosis: A failure to correctly identify the STOP Signals specific to the
weekday customer (e.g., dismissing it as a general "price problem") leads to misdirected
business strategies (e.g., damaging brand-value discounting)14141414.​

Slide 4: Business Problem Deep Dive

●​ Inconsistency at the Occasion Level: High-AOV Social/Treat Jobs succeed because

 powerful Emotional GO Signals (Aesthetics, Shared Status) overcome Price Anxiety
STOP Signals15.​

●​ The Weekday Solo Tension: The Productivity/Ritual Job relies on weaker, functional
GO Signals (Wi-Fi, quiet) and a low Inconvenience STOP Signal. Any friction (cost,
seating risk) causes the delicate Go>Stop balance to fail161616.​

●​ Operational Friction Points (Key Inhibitors for the Ritualist):

○​ Seating/Crowding Uncertainty: The psychological toll of potentially wasting a trip
due to lack of a functional workspace acts as a strong non-monetary STOP
Signal171717.​

○​ High Price Anxiety: The price point is deemed a high cost relative to the solitary
utility gained, increasing the emotional Pain of Paying for routine purchases1818.​

○​ Decision Overload: Without a solidified ritual/habit, the choice requires high

cognitive effort 191919, resulting in the customer defaulting to the Habit of the
Present (e.g., home coffee)20.​

Slide 5: Initial Hypotheses (Before Research)

1.​ Hypothesis 1 (JTBD Shift): The primary use (Job) of the café shifts from "Social
Status" (weekend/evening) to "Focused Productivity" (weekday/solo), requiring
fundamentally different operational delivery and pricing structures.
2.​ Hypothesis 2 (Signal Sensitivity): The Ritualist/WFH segment exhibits an Avoidance
Mindset212121, meaning they are more sensitive to STOP Signals (e.g., crowding, price)
than new GO Signals (e.g., new menu items).​

3.​ Hypothesis 3 (Anxiety is Non-Monetary): The Crowding/Seating Uncertainty

(non-monetary anxiety) is a stronger inhibitor for the ritualist segment than the
absolute price itself (monetary anxiety).
4.​ Hypothesis 4 (Ritual Failure): The absence of an active and frictionless system to
reinforce the desired routine prevents the formation of a Habit Force, sustaining reliance
on sporadic Push Forces (e.g., stress/boredom)2222.​
Slide 6: Research Objectives & Sub-questions

Objective Sub-Questions Relevance to Marketing

(Actionable Focus) Strategy

1. Situational Diagnosis What is the hierarchy of Pinpoint the weakest point

(JTBD/GO-STOP) 23 Functional, Emotional, in the chain (weak GO or
and Social Jobs hired by potent STOP) to inform the
the weekday solo most concordant
customer? intervention24.

2. Insight Generation Which specific cues (e.g., Prioritize action by

(Sensitivity & Side-Effect) pricing model, seating addressing the most
25
availability, noise level) sensitive STOP Signals
trigger the strongest STOP while monitoring for
Signals (e.g., Price Anxiety, negative Side Effects (e.g.,
Crowding Fear) for the brand dilution via
target segment? discounting)26.

3. Strategic What three actionable Formulate clear,

Recommendation (PTL) 27 interventions (operational, measurable hypotheses
loyalty, value framing) are (P-T-L) to move the chosen
predicted to effectively segment from a "Probable
convert Push/Anxiety into Not Buy" state to "Probable
Habit/Pull Forces? Buy"2828.

Slide 7: Research Design: Hybrid Qualitative

Methodology

●​ Methodology: Hybrid Qualitative Approach: $\text{Real IDIs (N=14) + Synthetic Persona

Interviews (N=Multiple)}$29.​

○​ Goal: Efficiently generate testable Predict-Test-Learn (P-T-L) hypotheses by

understanding the complex emotional and unconscious drivers behind
 non-repetitive purchasing behavior30303030.​

●​ Real IDIs (Depth): Captured emotional nuances, vocabulary, and authentic

timeline/forces data (e.g., the moment Price Anxiety peaked)31313131.​

●​ Synthetic Personas (Breadth): Used to immediately test the context-dependency of

the problem and rapidly surface the most obvious insights, thereby forcing deeper
probing on non-obvious factors during real IDIs32323232.​

●​ Mitigating Bias (Hedgehogian & Anti-Research): The multi-persona approach

minimizes the researcher's tendency to rely on Hedgehogian Thinking (one single
solution/cause) or accept superficial/rationalized self-reports (anti-research
manager)3333333333333333.​

○​ Outcome: Triangulation confirmed that the Anxiety of the New Solution

(non-monetary friction) was the core constraint, directing efforts away from
superficial GO-Signal enhancements3434.​

Slide 8: Sampling Strategy & Persona Rationale

The focus targets the Urban Indian Professional/Student who represents the core
high-potential, high-frequency "Ritualist" segment35.

Persona Primary Core JTBD / Need Research

Behavioral Rationale
Tension

Arjun (MBA Commitment vs. A quiet, highly Core segment for

Ritualist) Crowding Anxiety predictable third converting into
space for deep predictable
work36. Habitual Revenue.
Highly sensitive to
environment37.

Rohan (WFH Burnout vs. Price Emotional Key to maximizing

 Escapee) Justification escape/sanctuary slow weekday block
and reliable Wi-Fi utilization. Must
for extended overcome high
stays38. Price Anxiety for
solo expense.

Tara (Aesthetic Novelty vs. Socially validated, Used as a Control

Explorer) Friction aesthetically Group to measure
rewarding group how high
hangout39. Emotional GO
Signals neutralize
high price40.

Meera (Airport Chaos vs. Finding a calm, Used to validate

Seeker) Predictability clean, reliable universal
functional hub Functional STOP
during stressful Signal drivers (e.g.,
travel41. clean restrooms,
reliable power)42.

Young Couple Intimacy vs. Cost Facilitating an Confirmed that

(Synthetic) elevated, intimate, Emotional GO
non-home-based Signals (shared
social experience43. experience) justify
high prices, a key
contrast point with
solo pricing44.

Slide 9: Interview Guide Structure + Data Processing

Approach

●​ Interviews: Focused on eliciting authentic emotional and behavioral responses, rather

than relying on unreliable rational self-reports45454545.​
 Interview Component Probing Technique Goal of Probing

Timeline Walkthrough "When did you first think Map Emotional Triggers,
about going? What almost moments of Anxiety
stopped you at the door? Spikes, and the friction
What solved the points that prevent full
problem?" 474747474747474747 commitment to a new
behavior (JTBD Timeline)48.

GO/STOP Probing "What gave you Uncover both conscious

confidence this was the (reported) and
right café? Did the price unconscious
feel painful or create (heuristic-driven) drivers of
guilt?" 49494949494949 Approach and
Avoidance505050505050505050
.

End-Goal Exploration "What job were you truly Determine the deeper,
hiring the café to circumstance-based
accomplish (beyond need that defines the new
coffee)? Functional, value proposition52.
emotional, social?" 51515151

●​ Data Processing:
○​ Coding/Clustering: Transcripts segmented and categorized by JTBD
(Functional/Emotional/Social), Forces (Push/Pull/Anxiety/Habit), and GO/STOP
signal drivers to find salient, repeatable patterns53.​

○​ Triangulation: Core insights (e.g., Seating Uncertainty is a powerful STOP) confirmed

against both real and synthetic data streams54.​

Slide 10: JTBD Architecture (Deep Model)

The café is hired for fundamentally different jobs depending on the circumstance55.
 JTBD Type Detailed Job Description Emotional/Non-Consump
Statement (The Progress tion Amplifiers
Sought)

Core Functional "Help me power through

a difficult work/study Focus/Control: Feeling
block by providing an organized, eliminating easy
optimized environment distractions, managing time
for focus." effectively57.

Core Emotional (Escape) "Give me a reliable third

space to escape Sanctuary/Stability: Relief
burnout/stress and from chaos, reinforcing
perform a mental reset identity as a discerning
when I am overwhelmed consumer58.
at home/work."

Social Status "Facilitate an elevated,

intimate, and Validation/Bonding:
aesthetically rewarding Generating shareable
social connection that content (Instagrammable
signals my taste." moments), reducing social
guilt for expenditure59.

Personal Ritual (Habit) "Provide a consistent,

low-friction moment of Predictability/Comfort:
self-reward/comfort to The reliable "usual order,"
anchor my daily routine sense of belonging, and
when I need energy." low cognitive effort
purchase60606060.

Slide 11: Contextual JTBD (By Occasion)

The sensitivity to GO/STOP Signals is highly Context-Dependent61.

 Occasion/Con Primary Dominant Desired Strategic
text Customer Problem/Frict Outcome Imperative
Segment ion (STOP) (GO)

Weekday Ritualist/WFH Mitigate

Deep Work Escapee Seating Guaranteed STOP Signals;
Uncertainty & Quiet & offer a
Price Anxiety Reliable trustworthy
for long Wi-Fi/Power promise of the
stays62. (Functional workspace.
Utility)63.

Weekend/Soc Aesthetic Wait Time & Reinforce GO

ial Explorer/Coupl Service Vibe, Signals;
es Friction Aesthetics, ensure
(lowered Emotional premium
tolerance for Bonding experience
functional (Emotional/Soc justify the
pain). ial Utility)64. price.

On-the-Go/T Commuters/Bu Remove STOP

akeaway sy Inconvenienc Speed & Signals;
Professionals e/Delay (time Consistency establish a
is the (Functional frictionless
non-monetary Ritual/Caffeine habit loop for
price paid)65. Delivery)66. speed/quality.

●​ Insight: A $300 coffee is acceptable for a Social JTBD (high emotional $\text{GO}$) but
highly questioned for a Productivity JTBD (low utilitarian $\text{GO}$).

Slide 12: GO Signals (Approach Drivers)

GO Signals create the desire to approach and buy the product67.

●​ Functional (Consciously Reported):

 ○​ Quality & Consistency: Preference for specific brewing methods (e.g., pour-over)
and reliable taste profile68.​

○​ Utility: Guaranteed high-speed Wi-Fi, easily accessible power outlets, comfortable

chair ergonomics69.​

●​ Emotional & Social (Unconscious/Self-Reported):

○​ Sanctuary: The interior design and low ambient noise create a perceived feeling of
"calm" and "control" that is inaccessible at home70.​

○​ Self-Signaling: The consumption process reinforces an individual's positive

self-identity ("I am a discerning consumer who invests in quality focus time")71.​

○​ Social Signaling: Choosing the brand signals belonging to an "elevated"

sub-culture, distinct from mass-market options727272.​

Slide 13: STOP Signals (Avoidance / Anxiety Drivers)

STOP Signals inhibit the purchase decision, often by anticipating negative emotions (e.g.,
pain, regret, risk)73737373.

●​ Monetary & Value Mismatch:

○​ Price Anxiety: The high absolute price is the dominant verbal barrier, creating a
feeling of "pain of paying" that is particularly acute for solo purchases7474.​

○​ Value Justifiability: Difficulty rationalizing the cost for a purely utilitarian purpose
(e.g., a quiet office space)7575.​

●​ Non-Monetary & Operational Anxiety (High Leverage Points):

○​ Seating/Crowding Uncertainty: The psychological risk that the core Functional
Job (quiet workspace) will fail, leading to anticipated regret76.​

○​ Decision Friction: The cognitive effort required to deviate from the easy "Habit of
the Present" (home coffee) is a subtle but powerful inhibitor7777.​

○​ Wait Times: Low tolerance for in-store wait times during routine visits; seen as an
unacceptable drain on time budget7878.​
Slide 14: Push / Pull / Anxiety / Habit Forces
(Force-Field Model)

This model illustrates how the interaction of forces either promotes a new choice (Go) or
blocks change (Stop)79797979.

Force Type Description Link to GO/STOP Strategic Action

Model Required

Push of the Pain/dissatisfaction Activates a search Requires low

Situation with current for a better solution friction to allow
options (e.g., noisy (initiates GO the push to lead to
home, burnout)80. signal). a visit.

Pull of New The positive draw Reinforces the GO Needs to be

Solution of the new offering signal (approach consistently
(e.g., superior motivation). delivered/guarante
taste, superior ed to sustain.
quiet)81.

Habit of the Tendency to default Inhibits the Go Must be replaced

Present to existing behavior Signal; low internal by a more
(e.g., free home cost barrier. rewarding Habit
coffee, other local Force.
options)82.

Anxiety of New Fear of perceived Highest Leverage:

Solution risks (e.g., waste of Amplifies the Must be
money, crowded STOP Signal demonstrably
café, weak Wi-Fi)83. (avoidance eliminated (the
motivation)84. focus of the
interventions).
Slide 15: Persona Insight Comparison Matrix

This matrix synthesizes individual-level tensions to inform targeted interventions.

Persona Primary JTBD Dominant GO Dominant Strategic

/ Need Signal STOP Signal / Tension to
Tension Solve

Arjun (MBA Consistency of Crowding/Sea Risk

Ritualist) Functional: environment ting Reduction:
Predictable Uncertainty Needs the
Workspace 85 (Operational seating utility
Anxiety) to be
guaranteed.

Rohan (WFH Stress Value

Escapee) Emotional: Relief/Focus Price Anxiety Framing:
Sanctuary/Es (Value Needs the long
cape 86 Justification stay's value to
for long solo be
stays) 87 transparently
justified.

Tara Aesthetics/Soc Service Friction

(Aesthetic Social: ial Connection Friction Removal:
Explorer) Elevated (Waiting/Queu Needs smooth,
Hangout 88 e time) high-speed
service to
maintain the
social flow.

Meera (Airport Cleanliness/Po Logistics/Tim Efficiency:

Seeker) Functional: wer outlets e Cost Needs the
Transit Hub (Difficulty in purchase
Utility 89 reaching the process to be
counter) entirely
frictionless/qui
 ck.

Slide 16: Core Insight Synthesis

Core Behavioral Insight: The challenge is not overcoming a weak Brand $\text{GO}$ signal,
but effectively removing a high Anxiety STOP Signal90. The current offering creates a
high-leverage scenario where a customer experiences high Push Forces (need to
escape/focus) but faces overwhelming Anxiety Forces (risk of no seat, high cost). This leads
to:

1.​ Discounting the GO Signal: The customer mentally lowers the functional value of the
café (quiet, Wi-Fi) because the price remains high for non-social use, triggering the Pain
of Paying91.​

2.​ Reinforcing the $\text{STOP}$ Signal: The variable availability of seating/quiet is

interpreted as an intrinsic risk of failure of the core Productivity JTBD, resulting in
disproportionate Avoidance Behavior92.​

Strategic Conclusion: To drive predictable weekday revenue from the Ritualist/WFH

Segment, Third Wave must shift the mindset from an Anxiety-Driven Avoidance state to a
Habit-Driven Approach state by eliminating the core non-monetary and monetary barriers
simultaneously. This demands "Concordant Actions" that match the nature of the driver93.

Slide 17: Opportunity Areas

Strategic Insight Cluster Problem Addressed Proposed Action Area

(Concordant
Intervention)
1. Operational Guarantee Crowding/Seating
Uncertainty Designate Quiet Work
(Non-Monetary STOP) Zones: Physically
segregate seating and
enforce "Focus Hour"
policies to guarantee the
core utility94.

2. Ritual Reinforcement Habit of the Present

(Weak $\text{GO}$ / Frequency-Based Loyalty
$\text{Push}$ only) Tier: Reward the number of
routine weekday visits,
directly building a
repeatable $\text{Habit
Force}$95.

3. Financial Friction Price Anxiety (Monetary

$\text{Management}$ STOP) & Value Mismatch Value-Framed Bundling:
Create a transparent
weekday bundle that
lowers the perceived unit
cost of the full experience
(coffee + space)96.

4. Consistency & Decision Friction

Frictionless (Cognitive Cost) Standardize Core
Menu/Rituals: Use
technology (App) for
one-tap re-ordering of "My
Usual Order," reducing
cognitive load97.

Slide 18: Recommendation 1 — Guarantee Productivity

Zone
Action: Implement "Focus Hours" (e.g., 9:00 AM–12:00 PM and 2:00 PM–5:00 PM,
Monday–Friday) with clearly demarcated Quiet Productivity Seating Zones to directly
attack Seating Uncertainty98.

Component Operational / Behavioral Commercial Rationale

Logic

Designated Zone Allocate 40-50% of seats

near power outlets as Eliminates the strongest
"Productivity Seating." Non-Monetary STOP
Enforce a strict "Quiet/No Signal100. This turns the
Conference Call" rule seating situation from a
during Focus Hours to risky gamble into a reliable
honor the Functional utility, a significant
JTBD99. competitive advantage.

Operational Signaling Staff actively manage the Builds trust and reinforces
zone and gently guide loud the high-value promise,
customers away. Visible strengthening the
signage clearly $\text{GO}$ signal derived
communicates the Quiet from expected utility and
Zone policy101. making the customer more
comfortable with the high
price102.

Anxiety Reduction (STOP By guaranteeing the

Mitigation) essential workspace, the
brand directly targets the
Avoidance Mindset,
shifting the customer
towards an
$\text{Approach}$ state
necessary for habit
formation103.
Slide 19: Recommendation 2 — Ritual Loyalty Tier

Action: Launch a "Ritualist" Loyalty Tier that rewards High-Frequency/Low-AOV solo

visits (e.g., 3+ check-ins/week for 4 consecutive weeks) rather than purely high spending.

Component Behavioral Design & Expected Impact (Goal)

Mechanics

Reward Metric Focus Rewards are unlocked by Directly reinforces a Habit

meeting a frequency Force 105 over sporadic
threshold (reinforcing the Push Forces. It shifts the
habit loop) not merely consumer's decision
transactional value. This calculus from utility
targets the maximization to habit
$\text{Ritualist}$ (Arjun) formation, ensuring
who spends little per visit consistent revenue flow106.
but visits often104.

Reward Type Intrinsic & Functional: These rewards strengthen

Free upgrade of the $\text{GO}$ signal
batch-brew, reserved associated with the ritual
seating check-in option and provide a
during Focus Hours, early non-monetary benefit that
access to new seasonal justifies the high price
blends. without brand-diluting
discounting107.

Side-Effect Mitigation Rewards are subtle and

exclusive to maintain the
brand's premium
perception (avoiding the
Low Price Can Backfire
effect observed in Tata
Nano and GM)108108108108.
Slide 20: Recommendation 3 + PTL Experiment Plan

Recommendation 3: Introduce a "Weekday Focus Bundle" at a transparent, high-value

price point (e.g., ₹299 for Coffee + Pastry/Side vs. ₹350 a la carte) explicitly marketed as the
"Cost of your Quiet Office." 109

Phase Detail / Application of P-T-L Framework

P (Predict) Hypothesis: The "Focus Bundle" (which

smartly frames the cost as value for the
entire stay) will cause a significantly higher
increase in purchase frequency in the
WFH segment than a simple 15% discount
on the coffee only.

T (Test) - Design
Method: A/B/C Field Experiment/RCT in 10
matched stores for 3 weeks111111111. A
(Control): Regular A la carte pricing. B
(Treatment 1): Flat 15% discount on the
core coffee item (Price Reduction Only). C
(Treatment 2): "Weekday Focus Bundle"
(Value-Framing Intervention).

T (Test) - Execution Randomize customers or time blocks

across conditions A, B, and C to establish
causality112. Collect process measures
(e.g., perceived fairness, intention for
future ritual adoption) alongside the key
outcome measure (frequency).

L (Learn) - KPIs
Primary KPI (Outcome Variable):
$\text{Change in Purchase Frequency}$ for
the identified Ritualist/WFH segment (Solo
 weekday visits/week)113. Process
Measures: Customer recall of the offer,
perceived Fairness of price114114114114, and
intention to return specifically for
work/study purposes (reinforcing the
JTBD).

Would you like me to elaborate on the execution details of the P-T-L Experiment for your
Group Action Learning Project?