Coffee Innovation: Understanding Consumers Beyond What They Say
The coffee market is evolving rapidly, driven by new consumption trends and innovative products such as cold brew, a ready-to-drink beverage that has gained popularity for its smooth flavor and convenience. In this context, Eng. María Celeste Ortez, a graduate of the Agribusiness Engineering program, together with faculty members Martin Leal, M.Sc., Marvin Cálix, E.M.A., and Eng. Carlos Varela, conducted a study focused on analyzing the market potential of a Honduran cold brew coffee in Tegucigalpa by combining traditional tools and emerging technologies.
The study integrated consumer surveys, competitor analysis, and neuromarketing techniques, including the use of eye-tracking to evaluate how people visually respond to the product and its packaging. This methodology made it possible to identify not only stated preferences, but also patterns of attention and emotional responses, providing a more comprehensive understanding of consumer behavior. In addition, the potential demand for the product was estimated by considering demographic and consumption variables.
Beyond the specific results, this work shows how understanding consumers from multiple dimensions makes it possible to design products that are more aligned with their expectations. Integrating science, technology, and market insights opens the door to more innovative proposals capable of generating value for both consumers and the coffee industry.
For more information: mleal@zamorano.edu
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