Content Generation: Results from the Spanish, English and Korean-Language Surveys
The Specialty Coffee Association (SCA) recently launched a content generation survey to help shape future events and publications.
PETER GIULIANO and MARY BASCO share the results of the Spanish and English language editions of the survey, highlighting interesting findings and making comparisons between subject matter interest.
One of SCA’s strategic research goals this year is to deepen our engagement with the specialty coffee community using listening mechanisms that allow us to measure sentiment, interests, and economic well-being of the specialty coffee community. It was for this purpose that we launched this year a brand-new survey in the community aimed at understanding shared interests, so that we can improve the programming and content in our events, publications, and education system. We called this survey the 2022 Content Generation Survey, and the questions were designed to understand the interests, passions, and inspirations of the specialty coffee community worldwide. The survey was published in English, Spanish, and Korean, and in total 580 people responded.
Respondent Demographics
The first thing that struck us when analyzing responses is how, in all languages, the bulk of respondents came from the consuming side of the specialty coffee supply chain. From a business perspective, in all languages, Roasters and Retailers made up the bulk of respondents. In Korean, coffee education businesses are another large and important part of the community. When asked their professional identity, the biggest categories were “barista” and “roaster.” From there, there were a variety of other occupations represented, from managers to cuppers to educators to business owners. This supports a trend we see in many of our surveys, where most respondents come from consuming-side businesses—importers, roasters, educators, and retailers.
Subject Matter Interest
Table 1 Topics of Interest
When we ask about subject matter interest—it is very clear what interests our community. We have come to refer to these topics as “the big three”—science, business, and sustainability. Very consistently, these three topics are mentioned most frequently as the general topics that most interest specialty coffee people. Going a little deeper, the subjects of roasting science, sensory science, processing, and climate change seemed to come up often. In Korea especially, there seems to be extra interest in understanding the effect of COVID-19 restrictions on specialty coffee businesses. Among those identifying themselves as coffee producers—farmers and cooperatives—there was extra interest in the subject of coffee science.
Who Inspires Our Community?
Finally, we asked our respondents to let us know about individuals who inspire them or have provided especially memorable information to them over the past year. Our goal was to make sure we are aware of who is out there contributing to our collective intelligence and inspiration, with the idea that we might make sure to pay attention to them or invite them to our events. It was here responses really got fun! Respondents mentioned YouTube stars, podcasters, barista champions, scientists, activists, and more. We got some excellent leads from this to integrate into future SCA events. But, most touchingly, respondents often mentioned their coworkers and loved ones, who have provided leadership and education during the challenging past year. This reminded us that our best education can come from our community, and through some of our closest colleagues.
Thanks to everyone who participated in this survey, and please continue to engage with us in our future surveys! They are a crucial part of making the SCA better so we can all #makecoffeebetter.
PETER GIULIANO is the SCA’s Chief Research Officer and MARY BASCO is the SCA’s Research and Knowledge Development Manager.
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