Disclaimer: Using the free version of Power BI, so I was not allowed to share the entire dashboard report.

About this project

To make data-driven decisions in the coffee shop business, insights on consumer coffee preference are invaluable. This could develop a strategy for the coffee shop in terms of marketing, product development, inventory management and operations.

Data

In October 2023, coffee expert and world champion barista James Hoffman host the live coffee-tasting event or a large-scale consumer preference testing, The Great American Coffee Taste Test. To conduct this experiment Cometeer, who makes “flash-frozen” or highly-concentrated brewed coffee in capsules, shipped 5,000 coffee kits across America with four different coffees without labels.

Taste testers will just melt and dilute the coffee capsules at home following along with James Hoffman during a YouTube livestream then record notes and answer questions from the taste test scoresheet.

During the blind taste test, some attributes of the coffee are revealed:

• Coffee A: Kenya, light roast, clean, sweet fruit, red apple, high acidity, sharp crispiness.
• Coffee B: A blend of Brazil, Costa Rica, El Salvador and Ethiopia, medium roast, chocolate, nuts
• Coffee C: Ethiopia and Sumatra Blend, dark roast, earthy, low acidity, heavy mouthfeel
• Coffee D: Colombia, light roast, tropical and dried fruits, high acidity

Source: https://www.kaggle.com/datasets/datalab351/great-american-coffee-taste-test

Objectives:

• Identify consumers’ coffee preference: drink choice, origin(if any), roast level, and flavor notes

• What was the most popular coffee?

• Measure daily coffee consumption.

• Understand consumer intentions and purchasing behavior.

• Distinguish customer segments.

Insights from this data can help us identify target market, develop a product offering and pricing strategy, and selecting coffee roaster and suppliers.

Dataset Issue

• Some respondents did not answer all the questions.
• Somewhat biased data, as most of the respondents are not casual coffee drinkers but enthusiasts or connoisseurs who knows a lot about coffee.

Analysis

Target Market

• Demographics: Over half of the respondents are men and belong to the 25-34 years old age group.
• Coffee Consumption:
  • Men drink at least 2 cups of coffee per day.
  • Women have a slightly lower daily coffee consumption.
• Preference:
  • Consumers prefer to drink their coffee at home.
• Brewing Methods:
  • Pour-Over and using an Espresso Machine are popular brewing methods used at home.

Coffee Preference

• Coffee Preferences by Gender:
  • Men enjoy drinking black coffee and Pour-Over.
  • Women prefer their coffee with milk and/or sugar or lattes.
• Coffee Bean Roast Preferences:
  • Men prefer their coffee beans light and medium roast, which highlights fruitiness, chocolatey, and full-bodied flavor notes.
  • Women appear to like medium and light roast, which highlights chocolatey, nutty, fruity, and caramelized flavors.
• Coffee Strength Level Preference:
  • Both men and women prefer “somewhat strong” and “medium” coffee.

Price Preference

• Maximum Spending:
  • 25% of women and men have spent a maximum of $10 for their cup of coffee, preferring the price range of $8 to $10.
• Women’s Willingness to Pay:
  • The majority of women are willing to pay between $6-10 for a cup of coffee.
• Men’s Willingness to Pay:
  • 19% of males are willing to pay up to $15 and even more than $20.
• Overall Observation:
  • There is a significant number of individuals who might be willing to spend more.

Recommendations:

• Sell retail coffee beans that are great for pour-over and espresso machines because there are significant number of consumers who prefer brewing coffee at home.
• The coffee beans, flavor notes, and roast level should be aligned with the consumer's preference.
• Female consumers enjoy lattes, invest in quality and fresh milk, or add the option of serving other milk such as oats, almond, or soy.
• Adjust the menu catering to men(fruity coffee brewed using pour-over) and;
• Women(milk-based coffee especially lattes with coffee flavor notes of chocolatey and nutty)
• Set the price of coffee according to the consumer's value perception around $6-$10.
• Some consumers may pay up to $15 for a cup of coffee, consider offering higher-quality coffee beans like Gesha to brew.

Process:

Data Wrangling

· Cleaned the data by correcting data types, removed unnecessary data columns and respondents who did not provide important information.

· Transformed data columns for better analysis by categorizing and standardizing.

· Replaced Boolean true and false to 1 and 0 for statistics purposes.

· Combined multiple data columns into one.

Data Visualization

Created a dashboard to summarize the data with insights and recommendations. Referencing genders as comparison, the report is divided into 3 areas: target market, coffee preference and price preference with exploratory feature like slicer and page navigator.