Coffee Subscription Concept and Pricing Fit Survey

Thanks for taking a few minutes on this! We're exploring how people buy coffee today and whether a subscription would fit their routine. No wrong answers — about 5 minutes.

In the last 30 days, where did you MOST OFTEN get your coffee?

• Grocery store or supermarket
• Coffee shop or café
• An existing coffee subscription
• Workplace or office coffee
• Warehouse club (Costco, Sam's Club, etc.)
• Online, one-off orders (not a subscription)

How often do you drink coffee at home?

• Less than once a week
• 1-3 times a week
• 4-6 times a week
• Once a day
• Multiple times a day

In a typical month, about how much do you spend on coffee (beans, grounds, or pods) for home use?

• $0 - $10
• $11 - $25
• $26 - $40
• $41 - $60
• More than $60

Here's a concept we're testing: (Replace with your subscription concept description, e.g., 'A subscription that delivers freshly roasted, single-origin coffee to your door on a schedule you choose, with the ability to adjust roast, grind, or quantity anytime, and skip or cancel with no fees.') (Template note: replace with your actual concept and value proposition before launching.)

Based on that description, how likely would you be to subscribe to a service like this?

If you subscribed, which delivery schedule would fit your household best?

• Every week
• Every two weeks
• Once a month
• Every six weeks or longer
• I'd want a flexible/on-demand schedule, not a fixed one

When choosing a coffee subscription, which of these matters most to you, and which matters least?

• Price per bag
• Freshness / recent roast date
• Variety of origins or roasts to choose from
• Ability to customize grind and quantity
• Flexibility to skip or cancel anytime
• Quality guarantee or replacement policy
• Sustainable or ethical sourcing
• Free or fast shipping

Now think about pricing for (Replace with your product format, e.g., 'a 12oz bag of whole bean coffee delivered monthly'). (Template note: replace the format/quantity to match your actual offer.)

• At what price would you consider this coffee so cheap that you'd question its quality?
• At what price would you consider this coffee a bargain — a great buy for the money?
• At what price would you consider this coffee starting to get expensive, but you'd still consider buying it?
• At what price would you consider this coffee too expensive to buy at all?

Probe the reasoning behind the respondent's likelihood-to-subscribe score. If the score was low (0-5), find out specifically what's holding them back — price, commitment/flexibility concerns, satisfaction with their current source, or something about the concept itself — and what change would move them to 'likely'. If the score was high (8-10), find out what specifically convinced them and whether their stated cadence and price expectations actually match what would make them subscribe in practice. Anchor on their current buying habits from earlier answers rather than hypotheticals.

Which age range do you fall into?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older
• Prefer not to say

How many people in your household regularly drink coffee?

• Just me
• 2 people
• 3 people
• 4 or more people
• Prefer not to say

That's everything — thank you! Your answers will help shape whether and how we launch a coffee subscription, including pricing and delivery schedule.