My recent ethnographic study on beverage consumption was very inspiring. Observing how people consume something so fundamental as beverages, give great insights to their goals and values in life.
Take coffee for example. When you order coffee, what do you seek? Simply a dose of caffeine to wake yourself up? Taste? Or simply an unconscious routine that keeps you on track during work days?
Looking at Japanese consumers, I saw two completely different motivations.
On one end, coffee is a drink of pleasure. Pleasure for taste, quality time in a good atmosphere, and perhaps for a good conversation with your friends. Take a look at the cappuccino I was served: Barista, the coffee bartender, made the drawing just for me after seeing my daughter. This would absolutely have no influence on taste, but makes the cafe and the service so memorable. It simply enhances my experience over coffee.
On the other, coffee is consumed like a gas for a car, a mere substance that keeps you going while at work. Consumed in a form of tin cans, they are everywhere. From the moment they left home for work, their first coffee moment arrives: By the time they arrive to the nearest station or while driving the car, they have already had one can. These men would continue to drink canned coffee to enhance their short breaks and to keep themselves going for long work hours. You will easily see some heavy consumers would drink up to 5 or 6 cans a day.
Coffee addicts? Not really, because many walked completely away from coffee during weekends. For them, coffee IS work.
So, are you a coffee drinker? What is that you seek in coffee? When do you drink and how many? These questions may be simple but could reveal so much more than you would think.
Take coffee for example. When you order coffee, what do you seek? Simply a dose of caffeine to wake yourself up? Taste? Or simply an unconscious routine that keeps you on track during work days?
Looking at Japanese consumers, I saw two completely different motivations.
On one end, coffee is a drink of pleasure. Pleasure for taste, quality time in a good atmosphere, and perhaps for a good conversation with your friends. Take a look at the cappuccino I was served: Barista, the coffee bartender, made the drawing just for me after seeing my daughter. This would absolutely have no influence on taste, but makes the cafe and the service so memorable. It simply enhances my experience over coffee.
On the other, coffee is consumed like a gas for a car, a mere substance that keeps you going while at work. Consumed in a form of tin cans, they are everywhere. From the moment they left home for work, their first coffee moment arrives: By the time they arrive to the nearest station or while driving the car, they have already had one can. These men would continue to drink canned coffee to enhance their short breaks and to keep themselves going for long work hours. You will easily see some heavy consumers would drink up to 5 or 6 cans a day.
Coffee addicts? Not really, because many walked completely away from coffee during weekends. For them, coffee IS work.
So, are you a coffee drinker? What is that you seek in coffee? When do you drink and how many? These questions may be simple but could reveal so much more than you would think.
