2012 Qualitative Study: Consumer Behaviors, Motivations, and Perceptions
2012 Qualitative Study: Consumer Behaviors, Motivations, and Perceptions
$199.00
SCA brought together six focus groups in Los Angeles, California and Portland, Oregon to explore the experience of specialty coffee to those who consume it, and the qualities that make it so unique. The output was fascinating- and we began to see two distinct kinds of Specialty Coffee Consumer emerge: the Specialty Coffee Adopter and the Super Specialty Consumer.