Coffeehouse Diehards Are Novelty Seekers

  • February 18, 2009
Consumers who are willing to spring for a daily fix of coffeehouse java may crave the experience of novelty as much as the caffeine, according to a profile developed by Mindset Media through studies conducted using Nielsen's online panel.

Mindset, an Internet ad-technology and market research company, uses a proprietary psychographic standard and research products to help online advertisers and media target prospects by tying personality profiles to consumption of specific products and brands.

Consumers who drink premium coffee every day at a coffeehouse such as Starbucks or Caribou turn out to be 114% more likely than the general population to be "highly open"--defined as seeking "rich, varied and novel experiences" and "believing that imagination and intellectual curiosity contribute to a life well-lived."

Given the coffeehouse chains' emphasis on continually offering new drink, food and music selections, it makes sense that their most diehard customers would thrive on the novel, notes Mindset spokesperson Lauren Hudson.



Premium coffee drinkers are also 70% more likely than consumers at large to score at the highest level on leadership--meaning that they have "ideas and vision," and their style with others is "both inclusive and decisive."

At the same time, these coffee drinkers are 55% more likely than other consumers to rank at the highest psychographic "superiority" level. That is, they are unusually likely to think of themselves as "extraordinary people," and prefer to direct others rather than being directed.

Finally, the premium coffee bunch is 48% more likely to be at the highest creativity level, defined as being "inventive, imaginative, emotionally sensitive and intellectually curious."--Karlene Lukovitz

1 comment about "Coffeehouse Diehards Are Novelty Seekers ".
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  1. Swag Valance from Trash, Inc., February 18, 2009 at 10 p.m.

    Note the key prepositional phrase at the end of "Consumers who drink premium coffee every day at a coffeehouse"...

    The report seems to go on about the correlations with premium coffee consumption, but the leading indicator here seems to be consumers who drink it *at the coffeehouse* -- which can be a different demographic entirely from those who grab their beverages "to go" in some mammoth paper cup.

    As such, all this talk of "highly open" and seeking "rich, varied and novel experiences" could well have less to do with the coffee and everything to do with what we already learned centuries ago from 17th century Vienna. That regular coffeehouse patrons have waxed about the novelty of experiences in life is a long-documented phenomenon without need of a Nielsen panel.

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