NEW YORK – The Specialty Coffee Association of America (SCAA) has developed a new study on specialty coffee consumer behaviours, 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 Report includes:
– Detailed analysis of the findings
– Links to supplemental video and sound clips from the focus groups
– Comprehensive library of participant collages
– Recruitment criteria
The research was commissioned by the Specialty Coffee Association of America (SCAA) and conducted by Jessica Tracy, an independent qualitative market researcher.
Find more information at: http://www.scaa.org/
