The flaws in the two studies should Joe consider in trying to weight the merits of their results are: I. The study on a sample of 100 people at an organic shop. It is not strong enough to use as a major references because the interview he made is not for the real market he wants to enter and the consumer answer from the consumer in the interview is too general, which is not the hardly to analyst the target consumers. II. The study on the individual research opinion. It is cannot be used as a references in determine the behaviour of the consumer taste because it is not fair enough. The research is too depending on the person opinion only about the tasted of coffee and it can create bias for the research.