Abstract:
This paper reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven's definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
This could also be of interest:
Research Papers
The hunt for an "authentic" coffee experience
Catalogue: Asia Pacific 2017: Discoveries
Authors: Junichi Ichiba, Humphrey Chen, Yuki Tanaka
Company: INTAGE HOLDINGS Inc.
May 9, 2017
Videos
The hunt for an "authentic" coffee experience
Catalogue: Asia Pacific 2017: Discoveries
Authors: Humphery Chen, Junichi Ichiba
Company: INTAGE HOLDINGS Inc.
December 4, 2017
Research Reports
Coffee Compliment packaging research
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 1, 1976
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)