The Coffee Science Foundation (CSF) is partnering with Ohio State University for a research project exploring how coffee consumers perceive value.
According to the CSF, a research-focused arm of the Specialty Coffee Association (SCA) trade group, the work will determine how sensory and non-sensory attributes influence the perceived value of coffee.
“Through this research, we aim to uncover how both sensory qualities, like aroma and flavor, and non-sensory factors, such as certifications and origin, shape consumer perceptions of coffee value,” Christopher Simons, an associate professor of sensory science at OSU’s Department of Food Science & Technology said in an announcement of the project launch.
Funding for the research project is being provided by the CSF, with an undisclosed investment from the SCA.
In the announcement, CSF Executive Director Peter Giuliano said that understanding the motivations of specialty coffee consumers represents “a critical need for our industry.
This research will involve Discrete Choice Experiments (DCE), a popular quantitative research method used to measure preferences by presenting participants with real-world scenarios involving different attributes and levels. DCE has been widely employed to better understand consumer choices in fields such as healthcare, insurance and marketing.
Said Giuliano, “Professor Simons has developed a truly innovative approach that includes both traditional sensory science and high-tech ways to understand consumer motivations.”
According to the CSF, the findings will be applicable to a range of specialty coffee market participants, including coffee producers, roasters and retailers by “helping them align their product offerings with consumer expectations and accurately assess market value.”
The CSF has previously teamed up with researchers at OSU’s Flavor Research and Education Center (FREC) to study sweetness in coffee.
Comments? Questions? News to share? Contact DCN’s editors here. For all the latest coffee industry news, subscribe to the DCN newsletter.
Related Posts
Comment