The Coffee Science Foundation (CSF) has embarked on a groundbreaking collaboration with Ohio State University to delve into the intricacies of how coffee enthusiasts evaluate the worth of their favorite beverage. This study aims to uncover the impact of both sensory and non-sensory attributes on consumer perceptions. By understanding these factors, industry stakeholders can better align their offerings with market expectations, ultimately enhancing the value proposition for specialty coffee products.

The research project will employ Discrete Choice Experiments (DCE), an advanced quantitative method that simulates real-world scenarios to gauge preferences. According to Christopher Simons, an associate professor at OSU’s Department of Food Science & Technology, this approach will shed light on how elements like aroma, flavor, certifications, and origin influence consumer perceptions of coffee value. The CSF, along with financial support from the Specialty Coffee Association (SCA), is funding this initiative to address what Peter Giuliano, CSF Executive Director, deems a critical need for the industry.

This collaborative effort marks a significant step in bridging the gap between consumer preferences and product development. Professor Simons’ innovative methodology combines traditional sensory science with cutting-edge technology, providing a comprehensive understanding of consumer motivations. The findings are expected to benefit various segments of the specialty coffee market, including producers, roasters, and retailers, by helping them tailor their offerings to meet consumer expectations more accurately.

Prior collaborations between the CSF and OSU’s Flavor Research and Education Center have explored topics such as sweetness in coffee, further solidifying the foundation's commitment to advancing knowledge in the field. This new venture promises to deliver valuable insights that could reshape how the industry approaches product development and marketing strategies.

The outcomes of this research will equip industry players with the tools necessary to refine their product offerings and better assess market value. By leveraging these insights, they can create more compelling and relevant products that resonate with consumers, thereby strengthening the specialty coffee sector as a whole.