A vast majority of Americans like coffee’s aroma - only half like its taste

By ensuring that consumers can smell your brewing coffee, you are keying into their reptilian brain, explains market researcher Clotaire Rapaille. In a fascinating interview, Rapille explains how to break the primal “code” in order to persuade your consumers to spend:

… Aroma is number one. Why? Because we imprint the aroma first, not the taste. Aroma is imprinted at a very early age, when you are around 2. Ah, and it means home, mother, feeding you, love and so on. A large majority, 90-something percent of Americans, love the aroma of coffee. Only 47 percent like the taste.

In this lengthy article he talks about his company’s process for understanding why a consumer would spend $2 on a cup of coffee that costs you pennies. Violate his observations at your peril!

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