The cafe is an institution of our social lives. More than just a spot to grab a quick coffee, the coffee shop is a place that carries with it a host of different sociological and emotional implications for the customer, the local and global community, and the ones who work within its walls. Having a grasp on these ideas is critical and today we are diving into the social intricacies of the coffee bar with sociologist, Noa Berger!  Noa is a PhD candidate at the EHESS (School of Advanced Studies in the Social Sciences) studying specialty coffee in Brazil and France  Her research is part of the PSL project "Emodities: How Emotions Become Commodities" directed by Prof. Eva Illouz, a theme explored in her PhD and in the seminars she teaches (on consumption and authenticity). In addition to her studies, she teaches Sociology at both Graduate (EHESS) and Undergraduate (NEOMA) level and write for magazines (25 Magazine, Standart) and newspapers (Le Monde, Ha'aretz). Her professional experience has revolved around studying and "doing" culture. Alongside research, she has gained extensive experience working in communications, event production and journalism in the cultural and culinary fields, experiences she now mobilizes in her research into the sociology of consumption and the anthropology of food. We will be discussing many things today including what do we mean by "authentic"? What is emotional labor and how does it apply to both cafes and farmers? What does the design of our cafe say about our values? The benefit of understanding our messaging to customers, and how to ask questions like a sociologist.  I love the rabbit holes and layers of thought we go down in this conversation and am so thrilled to be presenting it to you.  Enjoy!   Links: Noa on Instagram Stimuli Project IG   Related Episodes: The Evolution of the Cafe w/ Prof. Jonathan Morris Designing the Guest Experience w/ Dr. Lisa Waxman   The BEST in commercial coffee equipment www.prima-coffee.com/keys   Want the best plant based beverage for your coffee drinks?  www.pacificfoods.com/food-service