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