Everyone’s chasing value, but not everyone defines it the same way.
Whether it’s consumers looking to get more from their morning coffee or insights teams trying to squeeze more impact from their research, one thing is clear: value isn’t just about cutting costs—it’s about making smart choices.
We used Upsiide—our proprietary insights platform—to uncover how three key consumer groups think about coffee value: 18-26 year olds, families with kids and low earners.
Here’s what we found…
Not deal-hungry, just reward-aware.
For this segment, coffee is social currency. They’re into sipping lattes or frozen blended drinks while hanging out with friends before lunch. Compared to older generations, they’re less deal-obsessed. And yet, 56% still snagged a discount last time they ordered, and 2-in-5 redeemed loyalty points.
A moment alone with my coffee.
That’s my self-care.
Coffee isn’t a treat, it’s a life raft. They like it hot (Americano hot) and functional. Compared to non-parents, they’re more likely to splurge — but only if loyalty points are on the table.
My day doesn’t start at 9.
And neither does my coffee run.
For folks earning under $35K a year, coffee = staying alert, quenching thirst, and finding accessible options. Life doesn’t follow a 9-to-5, and neither do they. That’s why the claim “Open 24 hours” hits different. It’s a reliable constant in a schedule that’s anything but.
There’s a time and a place for that big, shiny segmentation study or demand moments analysis.
But right now budgets are tight, the deadlines are tighter, and your boss wants results.
That’s where Upsiide comes in. It’s AI-powered and efficient, with validated quant scoring and agile qual offerings baked into the platform.
Can you tell us about…
Oh, we can — and so can our respondents.
Yep, these are real people. Nope, we didn’t run a focus group or line up 1-on-1 interviews that take weeks to schedule.
We used Upsiide’s built-in AI Video Interview tool to bring voice of the consumer to a comprehensive quant study.
We popped in a survey objective and AI Video Interview did all of the work. It asked users 3-5 questions about what value in coffee meant to them, analyzed the answers, and prompted them with another question automatically.
Let’s get into it…
Should we turn those espresso shots of insights into a full-blown Americano? Here’s what we learned from our Upsiide survey.
P.S. The full study is ready and waiting for you to dig into on our public dashboard!
What’s in their cup?
Lattes and frozen blended drinks, all day.
When’s coffee o’clock?
Mid-morning and lunchtime = prime sip time.
How do they order?
Drive-thru for the win! It’s an important driver for choosing to order a coffee.
What kind of deals do they want?
18-26 year olds aren’t here for basic bargains — they want deals with meaning. “$1 off any size coffee” doesn’t vibe much with them. But say “20% off when you bring a reusable cup” and now you’ve got a line out the door.
What’s in their cup?
Americanos. Keep them hot and keep them coming.
When’s coffee o’clock?
Early morning. Gotta prep for a long day ahead.
Where do they get it?
Families with kids are way more likely to grab coffee outside the house. QSRs and chain coffee shops are their go-to-spots.
What kind of deals do they want?
Claims like “freshly brewed” and “ready in 5 minutes” skew slightly higher with them. Because for busy parents, a strong coffee that’s fast and fresh is a non-negotiable.
What’s in their cup?
A good ol’ hot brewed cup of joe.
When’s coffee o’clock?
Early mornings for early risers.
Where do they get it?
Home or chain coffee shops. In contrast, bakeries and drive-thrus don’t land as much.
What kind of deals do they want?
Low earners are less likely to splurge or chase “buy more, save more” deals. But don’t count them out. A Coffee + Food pairing? That’s a value combo that hits with a small but loyal group of these coffee drinkers.
So what should you do about it?
- Develop a Personalized Loyalty Program. For the 18-26 year olds, tap into exclusive experiences, for busy families with kids focus on rewards that enhance daily convenience, and for low earners think frequent, accessible rewards on everyday staples.
- Optimize Convenience with Targeted Value Propositions. 18-26 year olds love variety and customization — think hot and cold drinks, with drive-thru pickup. Families want speed and predictability — highlight freshness and fast service. Low earners? Spotlight value combos and late hours — practical perks that fit their schedule.
- Tailor Your Product to Lifestyle and Occasion. Position iced and latte-style drinks as social rituals for 18-26 year olds. For families, frame coffee as a small luxury and moment of calm. And, reinforce the value of simple, affordable indulgences for low earners by pairing brewed coffee with small treats.
What does value mean for researchers? It means doing more for less.
Make every question pull its weight.
It’s not always about cutting costs—it’s about squeezing more juice from the same fruit (or coffee bean!).
Luckily, Upsiide makes it easy to ask more, test deeper, and stay focused—so no good idea (or segment) gets left behind.
Be agile, for real.
Everyone says they’re agile. But real researchers know what it should mean: move fast, think deep, no fluff.
Upsiide delivers on both, helping you move fast without cutting corners, so you can spend less time managing logistics and more time making decisions.
Don’t miss a signal. Not one.
Families, 18-26 year olds, low earners—every group tells part of the story. Losing visibility into even one audience means missing signals that matter.
Upsiide makes it easy to filter results across key demographics, ensuring you’re not missing those signals, especially when they’re shifting fast.
