Tracy Ging’s compelling talk about the SCAA’s research into perceptions about specialty coffee among consumers was one of the most talked about presentations of Symposium 2012. Beginning, in this video, with a simple question: “What is Specialty Coffee?”, Ging’s talk explores coffee lovers’ expectations of coffee, their understanding of coffee terminology, and the semiotics of coffee consumption.
Essential watching for anyone seeking to understand the consumer experience of coffee, this talk changes the way we think about coffee marketing, coffee packaging, and the coffee shop. Companions to this talk include the companion Specialty Consumer Report, a deep dive into the research that informs our understanding of consumer’s relationship with coffee. To view the complete session description, please click here.
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Source: Scaasymposium
