Specialty Coffee Consumer Research Hub

2012 sCAA Qualitative Study

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2012 SCAA Qualitative Focus Group Study: Consumer Behaviors, Motivations, and Perceptions

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We conducted a total of six focus groups in two cities, Los Angeles and Portland. While acknowledging that this was a limited geographical set, our bigger goal was to find a selection of specialty coffee drinkers and profile their behaviors for further research. We felt that these were ideally dense and contrasting markets with which to begin an inquiry. In addition to the focus group discussions, each participant was given an assignment to prepare a collage about what great coffee means to them. This gave us the opportunity to not just evaluate what they said, but what they showed. As it turns out, the images revealed a tremendous amount about what motivates a coffee drinker to choose a better quality product or a more engaging experience.