01 Jun New Coke Case Study Discussion
After reading the case and watching the material here: New Coke, write an initial discussion post (500 words) analyzing why Coca-Cola’s decision to launch New Coke failed even though it was supported by extensive research data.
In your post, address the following:
Identify the main research design flaw in the case.
Explain why the blind taste tests misled decision-makers.
Discuss what important variable or dimension was not being measured.
Propose at least two additional or alternative research methods that could have better captured consumer reactions, especially emotional attachment, brand meaning, or loyalty.
Describe what data you would collect today to avoid a similar mistake, using a mixed-methods approach that combines quantitative and qualitative evidence.
Conclude with a brief reflection on what this case teaches about the difference between data-driven and data-informed decision-making.
Your response should be analytical, specific, and grounded in the case. Focus on explaining why the available data led to the wrong conclusion, not just on stating that the launch failed.
After posting your response, reply to at least one classmate (50-100 words). In your reply, move the discussion forward by extending, questioning, or refining their analysis. For example, you might suggest a stronger research method, challenge whether their proposed data would really capture brand attachment, or expand on their distinction between data-driven and data-informed decisions.
This discussion is designed to help you think critically about a central course lesson: having a large amount of data does not guarantee a good decision if the wrong thing is being measured.
