The Coffee Science Foundation and The Ohio State University partner for research on value creation
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The Coffee Science Foundation (CSF) and The Ohio State University (OSU) have launched a new research project to determine how both sensory and non-sensory attributes influence coffee’s perceived value from the consumer perspective.
By incorporating intrinsic and extrinsic attributes, this project will quantify their relative importance and
impact on consumer purchase decisions.
“Through this research, we aim to uncover how both sensory qualities, like aroma and flavour and non-sensory factors, such as certifications and origin, shape consumer perceptions of coffee value,” said Dr. Christopher Simons, an associate professor of sensory science at the OSU Department of Food Science & Technology.
Coffee value has traditionally been assessed based on cupper evaluations of sensory characteristics such as aroma, flavour, and mouthfeel. However, extrinsic attributes of a coffee, including certifications, country of origin and processing methods also contribute to the value which a consumer might assign to that product.
“By examining these attributes in different contexts, from controlled sensory booths to immersive coffeehouse settings, we hope to gain a deeper understanding of how real-world environments interact with these sensory and non-sensory attributes to influence purchasing decisions,” said Simons.
This research will be based on a methodological approach grounded in behavioral economics that estimates the value consumers place on product attributes by simulating real-world decision-making scenarios known as a Discrete Choice Experiment (DCE). By conducting the research in both a traditional sensory and in a virtual coffeehouse environment the researchers will also be able to assess the impact of context on the value consumers assign to various product attributes.
“Professor Simons has developed a truly innovative approach that includes both traditional sensory science and high-tech ways to understand consumer motivations”, said Peter Giuliano, executive director of the Coffee Science Foundation, “it’s an opportunity for us to better understand the motivations of the specialty coffee consumer, a critical need for our industry.”
Financial support and project guidance are provided by the Coffee Science Foundation, with investment from the Specialty Coffee Association. As the research arm of the SCA, the Coffee Science Foundation is committed to advancing scientific understanding of coffee and secure its future through research, knowledge building, and outreach.
The findings from this research will provide critical insights for coffee producers, roasters, and retailers helping them align their product offerings with consumer expectations and accurately assess market value.
For more information about this project and how to get involved with the Coffee Science Foundation visit, coffeescience.foundation.