Analyzing Consumer Preferences in the US Coffee Market

This report presents a data-driven strategy for a group of investors seeking entry into the US coffee market. Leveraging insights from "The Great American Coffee Taste Test," conducted by YouTube coffee expert James Hoffmann and Cometeer, the report aims to:

(i) Define the target audience and discern their coffee preferences. (ii) Recommend a tailored product offering aligned with consumer preferences. (iii) Formulate an effective pricing strategy to maximize market penetration and profitability.

Data Preparation Overview:

The data preparation process involved leveraging multiple tools and techniques, including Excel, Power Query, SQL, and Tableau, to ensure comprehensive data analysis and visualization. Here's an overview of each step:

1. Excel: Excel was used for initial data import and basic data cleaning tasks such as removing duplicates, formatting, and organizing data into a structured format.

2. Power Query: Power Query, a data transformation tool within Excel, was utilized for more advanced data cleaning and transformation tasks. This included filtering, merging, and reshaping data to prepare it for analysis.

3. SQL: SQL (Structured Query Language) was employed for querying and extracting data from relational databases. This allowed for efficient retrieval of large datasets and data aggregation tasks.

4. Tableau Preparation: Tableau Preparation was utilized for further data cleaning, blending, and combining data from multiple sources. This tool provided a visual and interactive interface for refining and shaping the data before analysis.

By leveraging these tools in the data preparation process, the dataset was refined and transformed into a clean, structured format suitable for analysis in Tableau. This comprehensive approach ensured that the data was accurate, reliable, and ready for insightful analysis and visualization.