Value and Virtual Reality: Leading Research to Better Understand What Drives Consumer Decisions 

Laurel Carmichael, SCA Content Development Manager, speaks to researchers at Ohio State University about their ongoing research into the attributes on coffee labels that drive value for consumers. The team built a virtual reality test environment based on a real café, designed to closely emulate a real context in which consumers make decisions. They also tracked how consumers respond to both sensory attributes (what they can taste) and the information on the label. 

This article is a work-in-progress report on this research project but already hints at some very exciting findings about consumer decision-making—useful for those in retail coffee marketing and sales. 

Access the article free with an SCA Portal account (choose Associate Member).