Market research meets centuries-old forecasting skills
Marketagent is expanding its methodological portfolio to include one of the world's oldest forms of analysis: coffee grounds reading. In cooperation with Kanzi Coffee, we are now combining the finest roasting expertise with profound insights into the future. Because those who truly want to identify trends sometimes have to look all the way to the bottom – to the bottom of the cup.
What has previously been achieved through numbers, algorithms, and sampling is now being enhanced with a new dimension: Marketagent's experienced study directors will now not only read data, but also coffee grounds, streaks, and mysterious circles in the brew. The combination of empirical analysis and aromatic intuition opens up entirely new avenues of interpretation. Our partner, Kanzi Coffee, ensures the necessary methodological quality: Only freshly roasted beans with a balanced crema guarantee meaningful brew patterns. After all, an accurate forecast also depends on the right roast.
“Especially in a world full of uncertainties, new perspectives are needed,” explains Marketagent founder Thomas Schwabl regarding the new addition to their toolkit. “While traditional market research makes trends visible, coffee grounds show us how they feel.”
Analyzing coffee grounds is an art centuries old. The fact that it's now part of modern market research shows that some traditions are simply timeless. While not 100% scientifically proven, it certainly delivers maximum aroma. And one thing is for sure: this method tastes like the future.
