Workshop Description: How do we define “quality” in an increasingly diverse specialty coffee industry? How can we understand and interpret consumer tastes? How can a producer find the right markets for their coffee?
The above questions are front of mind to many current coffee professionals- and we need answers. Fortunately, the disciplines of sensory and consumer science have developed a technique called “Preference Mapping”, which can integrate descriptive and affective information- that is, flavor notes and preferences- into tools that help predict and define product quality.
Join us to learn the sensory technique of data-driven preference mapping, which will help students use tools like the Coffee Value Assessment to evaluate coffee flavor and understand market dynamics. We will taste and evaluate coffees, learn about preference mapping, and create basic preference maps.
Learning Objectives:
1. Explain the principles of preference mapping and its relevance to the coffee industry.
2. Apply preference mapping techniques to analyze and interpret consumer preferences for coffee flavor and quality.
3. Use sensory and consumer data to create basic preference maps for coffees.
4. Recognize how preference mapping can be used to personalize customer experiences and improve outcomes.
Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Cupping, Business
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Peter Giuliano
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.