Coffee consumer testing methods: quantitative and qualitative approaches
(Room 25 C)
10 Apr 26
10:00 AM
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10:45 AM
As global coffee consumption continues to grow, understanding how consumers perceive and evaluate different coffee products has become increasingly important. From commercial blends to specialty-grade coffees, and across diverse brewing and consumption styles, consumer response is shaped by a complex set of sensory, contextual, and behavioral factors. Traditional sensory evaluation alone cannot fully capture this complexity.
This talk introduces the range of quantitative and qualitative methods available for assessing consumer perceptions of coffee. Quantitative approaches, such as central location tests and home use tests, provide structured, data-driven insight into liking, preference, and usage behaviors. Qualitative approaches, such as focus groups and ethnography (e.g., netnography) allow for deeper exploration of motivations, expectations, and cultural influences that shape the coffee-drinking experience. When combined, these methods offer a holistic framework for understanding how consumers engage with coffees brewed in different ways, coffees consumed with additives, and even novel coffee-food pairings combinations.