Sergey Baburov and the Coffee Navigator team measure the coffee maturity of cities

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2 months ago

The analytics company Coffee Navigator has created and is in the process of testing a method for the impartial assessment of the city coffee culture. The project was started by company founder Sergey Baburov. It presents an integrated and quantifiable standard called the Coffee Maturity Index. It is designed to examine and compare regional coffee markets.

Multifactor Metrics Power the Coffee Maturity Index

The methodology relies on multifactor data analysis. The Index aggregates and weights statistics such as the density of coffee shops, percentage of specialty coffee stores, the extent and dynamics of consumer demand (derived from search behavior and social media), and significant economic indicators of local markets. This method provides a quantitative and objective measurement, unencumbered by subjective opinion.

A New Benchmark for Investors and Industry Players

“The market has been crying out for a shared language of reference. So far, investment decisions were made relying on piecemeal or anecdotal data,” believes Sergey Baburov. “Our Index provides investors, chains, and distributors with a basis to compare cities on open criteria. It enables them to visualize not only the available data but also concealed potential for hidden growth. This is more of a decision-making tool than one more opinion-based ranking.”

Pilot Study Across 30 Cities Unveils Hidden Potential

The model is now being tested on 30 cities in the CIS and Europe. Preliminary analysis has begun to identify cities with high but unrealized potential. These cities tend to be underserved by large market players.

Establishing a New Benchmark for Urban Coffee Market Analysis

The outcome of the pilot study will provide the basis for the initial analytical report. This report will not simply contrast city coffee cultures, but will also contribute to the establishment of a new benchmark for industry analysis. Coffee Navigator intends to keep evolving the project and hopes to deliver the market a consistently updated, data-driven guide to navigating the competitive market.