25 Sep '12, 9pm

A valuable look into the Specialty Coffee consumer's mind- a must read if you're selling coffee to human beings

Consumer Focus Group, Portland, OR The Specialty Coffee Association of America (SCAA) has released a new study that explores specialty coffee consumer behaviors, motivations, and perceptions. The qualitative study was designed to gain insight from coffee drinkers who tend toward higher price points, drink coffee daily or more, and who self-identify as “coffee-lovers”. The goal was to understand more about what constitutes a great cup of coffee among a segment of loyal specialty coffee consumers. A total of six focus groups were conducted in two cities, Portland and Los Angeles. In addition to the two-hour discussions, participants were asked to develop collages to depict what great coffee means to them. This allowed for deeper analysis of motivators. The research was commissioned by the SCAA and conducted by Jessica Tracy, an independent qualitative market researcher. This...

Full article: http://www.scaa.org/chronicle/2012/09/21/insights-into-co...

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