Lecture Description
Whether you're selling coffee to the consumers, coffee shops, or roasters, it can sometimes be a challenge to figure out what coffees buyers will prefer. Consumer science gives us a tool- called Preference Mapping- which can help businesses understand their customers' needs and offer more compelling products. Learn how to use the principles of Preference Mapping by utilizing the SCA's Coffee Value Assessment to analyze coffee's sensory and extrinsic attributes.
Date: Friday, April 10, 2026
Time: 9:00 am - 9:45 am
Location: Room 25AB
Category: Business
Access: This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Peter Giuliano
Senior Advisor of Science Communication and Engagement Strategy, Specialty Coffee Association
Peter Giuliano is the Senior Advisor of Science Communication and Engagement Strategy for the SCA. With 35 years of experience in the coffee trade, he focuses on supporting, promoting, and communicating scientific and economic research that benefits the entire coffee industry.