About this project

This project is about a group of investors looking to break into the US coffee market. They would like to leverage insights from "The Great American Coffee Taste Test" and gain a data-driven strategy for opening their first coffee shop. The investors expressed interest in the following areas, but are open to any additional insights and recommendations :

1)Target audience: What type of customer should we target, and what are their preferences? 2)Product offering: What types of coffee beans and drinks should we offer? 3)Pricing strategy: How can we align prices with customer value perception?

Methodology

The dataset from The Great American Coffee Taste Test was analyzed using Excel and the visualized using Tableau. My dashboard contains 4 pages .

1. Coffee Spending: coffee spending and cups of coffee consumed filtered by age, gender, working place, political affiliation, education level and number of children.
2. Coffee Preference: including coffee strength, roast level, caffeine level, favorite coffee drink, favorite taste, how to take coffee, where to buy coffee( if you are curious about the whole rankings ,click the icons and see the details.) filtered by age group .Among coffee A,B,C,D, coffee D received most popularity while coffee C received least popularity. Coffee D has highest level of acidity and Coffee C has highest level of bitterness.(Detailed info can also be seen if you click the pie chart and click 'See coffee details'.
3. Demographics: information about people that took the survey
4. Conclusion: observations and recommendations for stakeholders.

Key findings

1. Target audience: The data indicates that those aged between 25-44 should be the target audience. Since they consume 2 to 3 cups of coffee every day ,it is suggested to develop a loyalty program to encourage repeat purchases. Those work from home and those aged between 35-44 spend most both on coffee and coffee equipment. They are the group that are willing and most able to buy coffee at higher amounts.
2. Product offering: They overall like pourover coffee with fruity and chocolatey tastes . Light and medium roast, somewhat strong, full-caffeinated black coffee with high acidity made from quality coffee beans is recommended; There are also around 20% of them that like to add whole milk to coffee, so latte is recommended as well.
3. Pricing strategy: Target males between 35-44 ,those with no or only 1 child ,those with a doctoral degree for promoting high-priced premium bean coffee and also provide relatively inexpensive quality coffee to cater to other customers' needs.