Marketing communication is necessary to inform and attract consumers. When we consider specialty coffee, it is indeed a challenge to communicate a complex product to the amateur consumer. In this course, we will explore the differences between B2B and B2C communication methods for specialty coffee. We will discuss how the product ‘specialty coffee’ should be presented to consumers, from coffee lovers to regular-coffee drinkers. How to translate complex and technical information about a product to the consumer? Which factors impact the decision making process at the moment of purchase? What is ‘quality’ for the consumer, and how does it relate to the definition of ‘quality’ for the expert? How can the specialty coffee industry make use of multisensory design to communicate flavours and add value to the product?
The course is composed of two live sessions:
Fabiana Carvalho, PhD
Fabiana Carvalho is a Brazilian neuroscientist who received her MSc in Biochemistry and her PhD in Psychobiology studying neural processes of perception and memory. She has also worked as a postdoctoral researcher on a project investigating sensory perception as an anticipatory and constructive process instead of a mere passive and reactive process.
She is currently a collaborating researcher at the University of Campinas, Brazil. Her research project “The Coffee Sensorium” is focused on understanding multisensory flavour perception, particularly the influence of extrinsic factors (that is, ambiance) on the expectation and perception of flavour in specialty coffee. This research project has been conducted in collaboration with Prof Charles Spence at University of Oxford, UK.
Let’s learn about:
- differences between B2B and B2C communication in specialty coffee
- the information that is actually informative to the consumer
- how to communicate your coffee's attributes and add value for consumers
- how to use multisensory design to reach out to the consumer
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