Context

World champion barista James Hoffmann and Cometeer partnered to conduct a first-of-its-kind coffee taste test. Cometeer shipped 5000 coffee kits across America. Kits contained four different coffees - pre-extracted and flash frozen. Tasters melted and diluted the coffee capsules for a largely identical tasting experience. Tasting and ratings were conducted blind [1]. After survey responses were collected (provided data), some attributes of the coffee were revealed.

In October 2023, World champion barista James Hoffmann and coffee company Cometeer held the "Great American Coffee Taste Test" on YouTube, during which viewers were asked to fill out a survey about 4 coffees they ordered from Cometeer for the tasting. Data blogger Robert McKeon Aloe analyzed the data the following month.

Content

Geography: US

Time-period: 2023

Unit of Analysis: The Great American Coffee Taste Test

Variables

• submission_id = Submission ID
• age = What is your age?
• cups = How many cups of coffee do you typically drink per day?
• where_drink = Where do you typically drink coffee?
• brew = How do you brew coffee at home?
• brew_other = How else do you brew coffee at home?
• purchase = On the go, where do you typically purchase coffee?
• purchase_other = Where else do you purchase coffee?
• favorite = What is your favorite coffee drink?
• favorite_specify = Please specify what your favorite coffee drink is
• additions = Do you usually add anything to your coffee?
• additions_other = What else do you add to your coffee?
• dairy = What kind of dairy do you add?
• sweetener = What kind of sugar or sweetener do you add?
• style = Before today's tasting, which of the following best described what kind of coffee you like?
  -**strength** = How strong do you like your coffee?
• roast_level = What roast level of coffee do you prefer?
• caffeine = How much caffeine do you like in your coffee?
• expertise = Lastly, how would you rate your own coffee expertise?
• coffee_a_bitterness = Coffee A - Bitterness
• coffee_a_acidity = Coffee A - Acidity
• coffee_a_personal_preference = Coffee A - Personal Preference
• coffee_a_notes = Coffee A - Notes
• coffee_b_bitterness = Coffee B - Bitterness
• coffee_b_acidity = Coffee B - Acidity
• coffee_b_personal_preference = Coffee B - Personal Preference
• coffee_b_notes = Coffee B - Notes
• coffee_c_bitterness = Coffee C - Bitterness
• coffee_c_acidity = Coffee C - Acidity
• coffee_c_personal_preference = Coffee C - Personal Preference
• coffee_c_notes = Coffee C - Notes
• coffee_d_bitterness = Coffee D - Bitterness
• coffee_d_acidity = Coffee D - Acidity
• coffee_d_personal_preference = Coffee D - Personal Preference
• coffee_d_notes = Coffee D - Notes
• prefer_abc = Between Coffee A, Coffee B, and Coffee C which did you prefer?
• prefer_ad = Between Coffee A and Coffee D, which did you prefer?
• prefer_overall = Lastly, what was your favorite overall coffee?
• wfh = Do you work from home or in person?
• total_spend = In total, how much money do you typically spend on coffee in a month?
• why_drink = Why do you drink coffee?
• why_drink_other = Other reason for drinking coffee
• taste = Do you like the taste of coffee?
• know_source = Do you know where your coffee comes from?
• most_paid = What is the most you've ever paid for a cup of coffee?
• most_willing = What is the most you'd ever be willing to pay for a cup of coffee?
• value_cafe = Do you feel like you’re getting good value for your money when you buy coffee at a cafe?
• spent_equipment = Approximately how much have you spent on coffee equipment in the past 5 years?
• value_equipment = Do you feel like you’re getting good value for your money when you buy coffee at a cafe?
• gender = Gender
• gender_specify = Gender (please specify)
• education_level = Education Level
• ethnicity_race = Ethnicity/Race
• ethnicity_race_specify = Ethnicity/Race (please specify)
• employment_status = Employment Status
• number_children = Number of Children
• political_affiliation = Political Affiliation

Acknowledgement

Datasource: The data is collected thorugh a survey called The Great American Coffee Taste Test held by James Haffmann

Inspiration: [Great American Coffee...

World champion barista James Hoffmann and Cometeer partnered to conduct a first-of-its-kind coffee taste test. Cometeer shipped 5000 coffee kits across America. Kits contained four different coffees - pre-extracted and flash frozen. Tasters melted and diluted the coffee capsules for a largely identical tasting experience. Tasting and ratings were conducted blind [1]. After survey responses were collected (provided data), some attributes of the coffee were revealed [2].

Coffee types revealed post-survey:

• A. Light roast, washed process
• B. Medium roast
• C. Dark roast
• D. Light roast, natural process (fermented, funky/fruity)

Coffee types were selected for three main questions:

• 1. Roast level preference (light [A] vs medium [B] vs dark [C])
• 2. Preference for fruitiness (washed [A] vs natural [D])
• 3. Most popular coffee

Survey (1/3) - Taster Background:

• What is your age?
  • Categorical (<18 years old, 18-24, 25-34, 35-44, 45-54, 55-64, >65)
• What is your ZIP code?
  • Text (open response)
• How many cups of coffee do you typically drink per day?
  • Categorical (Less than 1, 1, 2, 3, 4, More than 4)
• Where do you typically drink coffee?
  • Multiple selection (None of these, At home, At a cafe, On the go, At the office)
• What is your favorite coffee drink?
  • Categorical (Blended drink, Cold brew, Espresso, Mocha, Latte, Pourover, Regular drip coffee, Americano, Cappuccino, Iced coffee, Cortado, Other)
• Do you usually add anything to your coffee?
  • Multiple selection (No - just black, Milk / dairy alternative / coffee creamer, Sugar / sweetener, Flavor syrup, Other)
• Before today's tasting, which of the following best described what kind of coffee you like?
  • Categorical (Chocolatey, Fruity, Floral, Full Bodied, Sweet, Nutty, Bold, Caramalized, Bright, Juicy)
• How strong do you like your coffee?
  • Categorical (Very strong, Somewhat strong, Medium, Somewhat light, Weak)
• What roast level of coffee do you prefer?
  • Categorical (Dark, Medium, Light, Blonde, French, Nordic, Italian)
• How much caffeine do you like in your coffee?
  • Categorical (Full caffeine, Half caff, Decaf)
• Lastly, how would you rate your own coffee expertise?
  • Categorical (1 [novice], 2, 3, 4, 5, 6, 7, 8, 9, 10 [expert])

Survey (2/3) - Taster Preferences:

• Coffee A - Bitterness - Categorical (1 [low], 2, 3, 4, 5 [high])
• Coffee A - Acidity - Categorical (1 [low], 2, 3, 4, 5 [high])
• Coffee A - Personal Preference - Categorical (1 [dislike], 2, 3, 4, 5 [like])
• Coffee A - Notes - Text (open response)
• Coffee B - ... - Same questions / responses
• Coffee C - ... - Same questions / responses
• Coffee D - ... - Same questions / responses
• Between Coffee A, Coffee B, and Coffee C which did you prefer? - Categorical (A, B, C)
• Between Coffee A and Coffee D, which did you prefer? - Categorical (A, D)
• Lastly, what was your favorite overall coffee? - Categorical (A, B, C, D)

Survey (3/3) - Additional Questions:

• Do you work from home or in person?
  • Categorical (I primarily work in person, I primarily work from home, I do a mix of both)
• In total, much money do you typically spend on coffee in a month?
  • Categorical (<$20, $20-$40, $40-$60, $60-$80, $80-$100, >$100)
• Why do you drink coffee?
  • Multiple selection (It tastes good, I need the caffeine, I need the ritual, It makes me go to the bathroom, Other)
• Do you like the taste of coffee?
  • Categorical (Yes, No)
• Do you know where your coffee comes from?
  • Categorical (Yes, No)
• What is the most you've ever paid for a cup of coffee?
  • Categorical (Less than $2, $2-$4, $4-$6, $6-$8, $8-$10, $10-$15, $15-$20, More than $20)
• What is the most you'd ever be willing to pay for a cup of coffee?
  • Categorical (Less than $2, $2-$4, $4-$6, $6-$8, $8-$10, $10-$15, $15-$20, More than $20)
• Do you feel like you’re getting good value for your money when you buy coffee at a cafe?
  • Categorical (Yes, No)
• Approximately how much have you spent on coffee equipment in the past 5 years?
  • Categorical (Less than $20, $20-$50, $50-$100, $100-$300, $300-$500, $500-$1000, More than $1,000)
• Do you feel like you’re getting good value for your money with regards to your coffee equipment?
  • Categorical (Yes, No)
• Gender
  • Categorical (Male, Female, Non-binary, Prefer not to say, Other (please specify))
• Marital Status
  • Categorical (Single, Married, Living with a partner, Divorced, Widowed)
• Household Income
  • Categorical (Under $25,000, $25,000 - $49,999, $50,000 - $74,999, $75,000 - $99,999, $100,000 - $149,999, $150,000 or more)
• Education Level
  • Categorical (Less than high school, High school graduate, Some college ...