The Coffee Science Foundation (CSF), a research – oriented entity within the Specialty Coffee Association (SCA) trade group, has embarked on a collaborative research project with Ohio State University. The study aims to delve into how coffee consumers form their perception of value.
As per the CSF, this research endeavor will seek to determine the impact of both sensory and non – sensory attributes on the perceived value of coffee. Christopher Simons, an associate professor of sensory science in OSU’s Department of Food Science & Technology, stated in the project launch announcement, “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.”
The funding for this research initiative is being furnished by the CSF, with an undisclosed investment contributed by the SCA.
In the same announcement, Peter Giuliano, the Executive Director of the CSF, emphasized that comprehending the motivations of specialty coffee consumers is “a critical need for our industry.”
The research will utilize Discrete Choice Experiments (DCE), a well – regarded quantitative research method. DCE measures preferences by presenting participants with real – life scenarios featuring different attributes and their respective levels. This method has been extensively used in various fields, including healthcare, insurance, and marketing, to gain insights into consumer choices.
Giuliano further remarked, “Professor Simons has developed a truly innovative approach that combines traditional sensory science with high – tech means to understand consumer motivations.”
The CSF anticipates that the research findings will be relevant to a wide spectrum of specialty coffee market players. These include coffee producers, roasters, and retailers, as the results will assist them “in aligning their product offerings with consumer expectations and accurately assessing market value.”
Previously, the CSF had collaborated with researchers at OSU’s Flavor Research and Education Center (FREC) to study the aspect of sweetness in coffee.
Related Topics：
- Ostara Coffee Roasters: Crafting Excellence One Bean at a Time
- How to Roast Coffee Beans for Espresso: A Comprehensive Guide
- Lekko Coffee: Crafting Exceptional Coffee Experiences
