What are the key deliverables that outside research should produce to help Joe with the key decision?
The coffee taste studies are somewhat relevant. Although the taste studies show cased the top four places to get coffee, there are many more locations that were not taken into consideration. The results of both the taste tests yielded different conclusions. The taste tests focused on chain coffee shops but Joe will be opening a local type shop. Also Joe would most likely have his own black coffee flavor so the taste studies would be more irrelevant in this situation unless Joe was wanted to replicate a coffee recipe from one of the major chains.