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Ethnicity and Coffee: What Are We Drinking?

NCA Member Only Access
Webinar Recording   Presentation Slides

Cheryl Hung of Dig Insights takes a deep-dive into the analysis of who coffee consumers are and which ethnicity groups drive the consumption of traditional and specialty coffee beverages.

This webinar will highlight:

  • Who drinks the most (or least) espresso-based beverages?
  • What are consumers putting in their coffees?
  • Which coffee tasting profiles resonate with each of the ethnic groups?
  • How do you market to specific ethnic groups, what attitudes and perceptions about coffee are more likely to be motivating?



Cheryl Hung, Vice President of Research, Dig Insights

Cheryl’s career in market research began in a small boutique firm coding verbatims. She was quickly exposed to a variety of quantitative and qualitative methodologies, providing her with opportunities to help clients solve their business issues with innovative approaches to analyze consumer behavior. Over the last several years, Cheryl has led the analysis on the National Coffee Association and Coffee Association of Canada's annual beverage tracking studies.

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