Specialty Coffee Consumer Research Hub

2013 SCAA Qualitative Study

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2013 SCAA Qualitative Study:  Identifying the Consumer Journey to Specialty

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In our January 2013 follow-up study to our 2012 focus groups, we attempted to gain a deeper understanding of the Super Specialty and Specialty Adopter consumer with a particular interest in identifying opportunities for category growth.  Of interest was the identification of key milestones and transition points as well as a better understanding of the differences, if any, between the journey of the Super Specialty consumer and the Specialty Adopter.  We wanted to know, how did they evolve into the coffee drinkers they are today?  What influenced their choices along the way?  Where do opportunities for conversion exist? What, if any, geographical and generational differences are present?