How do we gauge the markets our coffee shops serve? On top of being engaged in our own local ecosystems we must also pay attention to large scale trends as they influence the perception and habits of our customers. The SCA and NCA have recently teamed up to produce a robust, first of its kind report called, "The National Coffee Data Trends Break Out Report" that is free to the public and chock full of very useful and actionable information.  Today we will be discussing many of this reports findings and how they impact our shops with the SCA's Katie Von Der Leith! Katie von der Lieth is a Research Program Manager at the Specialty Coffee Association and Coffee Science Foundation, where she supports and grows the coffee research program. Prior to joining the SCA, Katie earned master’s degrees in International Agricultural Development and Agriculture Resource Economics from the University of California, Davis. She also helped design and teach an undergraduate course about coffee and has conducted small-scale coffee research projects in Brazil and Ecuador. In this conversation we will cover: The making of the report and its goal Defining specialty and non-specialty Exposing customers to options Definitions and How report was compiled Trends in socio-economic, ethnicity, geographic distribution  Surprising results of the study  Relationship of consumers to home vs cafe experiences Discussing causes, impact, and customer trust Reason for the study Implications of the findings on marketing Links: SCA.COFFEE Download the free Report!   Related Episodes: 196 : Understanding Customer Preferences w/ Peter Giuliano Transcript 069: Hosting Consumer Coffee Classes : 7 Guidelines 092 : Tony “Tonx” Konecny of Yes Plz : Consumer Accessibility, roasting, 3rd wave, subscription 035 : The Consumer Revolution w/ Kevin Sinnott 297 : Making Coffee Education Fun w/ Suneal Pabari of Leaderboard Coffee 270 : A Conversation w/ Mark Michaelson of Michaelson Consulting! 196 : Understanding Customer Preferences w/ Peter Giuliano Transcript 048 : How to taste coffee w/ U.S. Cup Tasters Champion, Steve Cuevas!   Visit our amazing Sponsors! www.prima-coffee.com/keys www.pacficfoodservice.com www.coffeefest.com