A new Harris Poll, conducted online and in English, surveyed 2,225 U.S. adults. This one asked participants their views on buzz words such as “craft,” “handmade,” and “small batch.” These terms are fairly common in the coffee sector, so it is no surprise respondents had opinions about their use to market it.
Coffee came in third in the overall results for items most seen as appropriate fits for use of "artisan/artisanal" descriptions. Cheese came in first and baked goods were in second place. Rankings for "custom" had coffee in second place behind pet food. Though, a larger group said no food or beverage products should carry the term.
The age of respondents mattered in how they interpreted use of these words. According to a blog post reporting the survey, “Millennials are more likely than their older counterparts to say ‘handmade/handcrafted,’ ‘craft,’ and ‘small batch’ communicate that a product is high quality.”