Learning about consumer trends and preferences keeps us sharp and relevant. How well our shops do will have a huge impact on everyone in the value stream of coffee and in order to do our best work we need to be paying attention to what the research says as well as doing our own research locally. Thankfully the SCA has been doing intensive consumer and retail research for over a decade and what they have found may shift the way you view your customers and your business.

To discuss the data with us today we are talking with the great Peter Giuliano, Chief Research Officer of the SCA and the Director of The Coffee Science Foundation. Peter has been in specialty coffee for over 30 years. In his long and illustrious career he has occupied almost every role both in the retail shop and roastery. You might also know him as being the former Director of Coffee and Co-Owner of Counter Culture Coffee. He has been deeply involved in SCA training programs, serving as Training Committee Chair from 2005-2007 and has been a volunteer for the Coffee Corps and other CQI programs. 

Peter has always been a champion for coffee science and is truly thriving in his current role helping connect scientists, economists, sociologist, etc. with the coffee community to produce robust analytics to inform our moves into the future. 

In this conversation we will dive into some of their findings from the consumer and retail research and discuss how it applies to what we do in the shop.

I hope you enjoy!

You will learn about:

• The importance of scientific research
• What "Specialty Adopters" and "Super Specialty" are
• How people get their taste preferences
• How to respond to large-scale studies
• The importance of local research 
• What does the data show is encouraging and challenging

Find out more information here:

www.sca.coffee/research

Peter on Twitter

Related Episodes:

Researching the Cafe w/ Dr. Jennifer Ferreira

Designing the guest Experience w/ Dr. Lisa Waxman

Joseph A. Rivera on Organic Acids & the Importance of Coffee Science

The Consumer Revolution w/ Kevin Sinnott

Got questions, comments, feedback? Want to work with KTTS Consulting? Chris@keystotheshop.com

Visit our sponsors!

www.prima-coffee.com/keys

5% off your purchases at Prima Coffee until January 31st! Just use the code "HOLIDAY5" when you visit this link! 

Want the best plant based beverage for your coffee drinks? 

www.pacificfoods.com/food-service

This podcast was recorded live on YouTube here. Checkout this episode on
Apple Podcasts here, on Stitcher here and on Google Play here.

Peter Giuliano is the Chief Research Officer at SCA and is heading up the
newly establish Coffee Science Foundation.

Peter Giuliano is the Chief Research Officer at SCA and is heading up the newly establish Coffee Science Foundation.

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The MAP IT FORWARD Podcast is sponsored by:

This episode of the podcast is brought to you by FAFCoffees, green bean suppliers of some of the finest and most sustainably produced Brazilian Specialty Coffee. FAF is a farm, a network of farmers and centres of coffee knowledge operating in the states of São Paulo, Minas Gerais and Espirito Santo. Their business model is based on fostering long-term relationships between farmers and roasters alike. Please check them out and contact @felipecroce (felipecroce@fafcoffees.com) for more information.

Watch future podcast episodes live (or later) on YouTube or listen later on Apple Podcasts, Google Podcasts and Stitcher. Don't forget to subscribe, rate this podcast and share it with your friends!

Watch future podcast episodes live (or later) on YouTube or listen later on Apple Podcasts and Stitcher. Don't forget to subscribe, rate this podcast and share it with your friends!

Could you imagine that 10 years ago, coffee leaders were wondering if specialty and high quality was just a trend?! This can sound silly now, but it was exactly what people were debating in the first edition of Re;co Symposium. A decade later, lots have changed! All sort of formats (lectures, workshops, exercices), different subjects, […]

I really hope people enjoy this one – because I really, really enjoyed the conversation I had with Peter.  We’d planned to talk about some fermentation experiments he’d been working on, but we cover a range of things. Listening back it seems like we planned this more than we had – this wasn’t the case, it was just a little serendipitous.

In this podcast:

– What is fermentation in coffee?
– What can a coffee being “washed” mean?
– Some experiments with fermentation
– Peter’s favourite coffee books
– Variety Vs Varietal

There is more stuff in there too. I think it is a really helpful listen if you want to better understand this incredibly important part of the process. I just couldn’t chop this one down – so if you hate the longer podcasts I’m (sort of) sorry!

You can do stuff like subscribe or leave some sort of rating or comment on iTunes here, or you can subscribe to the podcast feed here.

Feedback always welcome – really hope people enjoy this one.

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