The Coffee Science Foundation (CSF) and The Ohio State University (OSU) are partnering to launch a research project to explore how sensory and non-sensory attributes influence coffee’s perceived value from the consumer perspective.
The project will quantify intrinsic and extrinsic attributes to decipher 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,” says Dr Christopher Simons, Associate Professor of Sensory Science at the OSU Department of Food Science & Technology.
Traditionally, coffee value has been determined based on cupper evaluations of sensory characteristics such as aroma, flavour, and mouthfeel. Yet, extrinsic attributes of a coffee, such as certifications, country of origin, and processing methods, also contribute to the value 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,” says Simons.
Using a methodological approach grounded in behavioural economics, the research will estimate the value consumers place on product attributes by simulating real-world decision-making scenarios known as a Discrete Choice Experiment (DCE). The researchers will also assess the impact of context on the value by conducting the research in both a traditional sensory and in a virtual coffeehouse environment.
“Professor Simons has developed a truly innovative approach that includes both traditional sensory science and high-tech ways to understand consumer motivations”, says 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 CSF, with investment from the Specialty Coffee Association (SCA). As the research arm of the SCA, CSF says it is committed to advancing scientific understanding of coffee and secure its future through research, knowledge building, and outreach.
It is hoped the findings will provide insights for coffee producers, roasters, and retailers to help them align their product offerings with consumer expectations and accurately assess market value.
