Sunday, 30 August 2009 posted by Brynn Evans
By Brynn Evans
A few weeks back we ran a survey asking about people’s coffee drinking habits. The point of the survey was to get a broad perspective on why, where, and how people drink their beverage of choice.
We received over 250 replies from urban and suburban people, US and non-US citizens, coffee and tea consumers, and both the make-it-at-home and always-purchase-out crowds. Thanks to everyone who contributed! In the coming weeks, we’ll review selected findings from our preliminary analysis of this data set. It should be noted that this survey represents the preliminary stage in a much larger research process.
Our goal, instead of relying on the survey as an exclusive source of data, is to use our results to inform future in-store observations and interviews with coffee consumers. Many critical insights will only come from directly observing consumer interactions in coffee shops, with cashiers, baristas, and other patrons. We welcome your reflection on our findings and your perspective for our future directions!
To begin with a broad overview, our data clarified some things that we has assumed were true of coffee drinkers. For example, everyone has a routine. Some people regularly have a pick-me-up beverage at home in the mornings; others wait until they arrive at work. Many also have a cup at lunch time or in the afternoons, different from their morning drink, but nevertheless part of a fairly regular routine. We also learned that the most common drink size is medium; taste and temperature are hugely important for a pleasurable experience; people develop personal attachments to their reusable mugs; and customer loyalty cards are often spurned because they’re inconvenient and difficult to remember.
Check back here in the coming weeks as we address each of these issues with more depth and clarity. In the meantime, you can find the raw data from the survey here, in case you fancied digging around.
Thank you for reading and drink sustainably!