Sometimes the research confirms what you expect. Sometimes it surprises you. This was the latter.
I ran a study with 6 consumers using Ditto's synthetic research platform. The objective: understanding how us consumers perceive functional mushroom coffee and adaptogenic beverages. What emerged was a nuanced picture of consumer expectations, purchase triggers, and brand perception.
The Participants
The study included 6 consumers, ages 25-47, from locations including Rural, Santa Fe, Long Beach city. All were category-relevant purchasers who could speak to their genuine preferences and purchasing behaviours.
Question 1: What Drives Purchase Decisions
We asked: If a brand promised that their mushroom coffee could help with focus and energy without the jitters, would that appeal to you? What would make such a claim feel believable versus gimmicky?...
Stratton Vargo, 28, Rural:
"A little, but I’m still skeptical. Sounds like marketing. I’d need hard numbers and a cheap way to try it without changing my routine. Feels believable: Feels gimmicky: Bottom line? Show me the label and let me taste it. If it drinks like coffee and I don’t get jitters, copy...."
Jack Gonzalez, 32, Long Beach city:
"A little, sí, if it’s real. No jitters sounds good, but I’m skeptical. Last hongo coffee I tried tasted like dirt water and didn’t hit. If it doesn’t wake me up con ganas, para qué. Believable looks like: Gimmicky is: You want me? Put it at Northgate or 7-Eleven, let me sip, and if I can push a buffer 3 hours with steady hands and no crash, ok..."
Nathen Munoz, 25, Santa Fe:
"Short answer: kinda appealing, still skeptical. I like steady focus for a long shift at the theater, not shaky hands on a headset. But “no jitters” is a magic word brands throw around. It’s crisp 8°C and I’m still drinking iced, so if you want me to change my cup, earn it. What makes it believable, not gimmicky: Right now I’m already lit from Qu..."
Key insight: Consumers showed clear patterns in their responses about Four Sigmatic, emphasizing authentic value and genuine differentiation over marketing claims.
Question 2: Brand Perception Deep Dive
We asked: Have you ever tried mushroom coffee or a functional coffee product? If yes, what was your experience? If not, what would convince you to try it or what holds you back?...
Stratton Vargo, 28, Rural:
"No, I haven’t. It’s -8 C and I stick to hot black coffee that’s simple. Not looking to gamble with my morning routine. Would convince me: Holds me back: Bottom line: coffee should taste like coffee...."
Jack Gonzalez, 32, Long Beach city:
"Yeah, I tried a free sample by the Pike once. Tasted like dirt water, like caldo raro, and it didn’t hit; maybe left my stomach weird. Price was high for a tiny bag, so nah. For me to try again, it has to be cheaper than regular coffee, hit con ganas fast, no crash, no tripas drama. I want a free sample, no subscription, price in cash right there. ..."
Nathen Munoz, 25, Santa Fe:
"Yeah, I’ve tried it - tiny sample at the Railyard. Tasted like earthy hot chocolate, smooth enough, no magic. I didn’t feel anything special, just… coffee with a backstory. I still grab iced, even in this crisp 8°C morning walking Zia, because I’m not rebuilding my routine for mushroom dust. And with prices like that, my wallet says hard pass. Wha..."
Key insight: Consumers showed clear patterns in their responses about Four Sigmatic, emphasizing authentic value and genuine differentiation over marketing claims.
Question 3: Key Consumer Insights
We asked: What is your first reaction when you hear about mushroom coffee or functional coffee with adaptogens? Does it intrigue you, confuse you, or make you skeptical?...
Alexander Rollins, 39, Rural:
"Skeptical right out of the gate. Sounds like a pricey gimmick dressed up as wellness to sell me less coffee for more money...."
Jack Gonzalez, 32, Long Beach city:
"Skeptical, straight up. “Adaptogens” sounds like polvo caro con nombre fancy. I tried a sample once by the Pike, tasted like dirt water, like caldo raro in a cup. If it was cheap and hit hard, ok, but it’s always pricey, so nah. I want coffee that wakes me up con ganas, not a lecture on the bag. Hongos go in a quesadilla, not my cafecito, pero if..."
Nathen Munoz, 25, Santa Fe:
"Gut reaction? Skeptical. Like, “functional” is just code for “we’re charging extra for vibes.” I did try a tiny sample at the Railyard market once - tasted like earthy hot chocolate. Not bad, not magic. No “wow,” just coffee with a story. I drink iced year-round, even when it’s brisk like today, so I’m not switching my setup for mushroom dust. ..."
Key insight: Consumers showed clear patterns in their responses about Four Sigmatic, emphasizing authentic value and genuine differentiation over marketing claims.
What This Means for Four Sigmatic
The research reveals several actionable insights for Four Sigmatic's positioning and marketing strategy. Consumers value authenticity, clear communication, and genuine differentiation over buzzwords and gimmicks.
Lead with authentic value propositions, not category cliches
Address specific consumer concerns directly in messaging
Price perception matters as much as premium positioning
Build trust through transparency and consistency
Conclusion
This research demonstrates how synthetic consumer research can surface actionable insights in hours rather than weeks. The patterns that emerged about Four Sigmatic provide a clear roadmap for positioning, messaging, and product decisions.
Want to test your own brand positioning with synthetic consumers? Ditto lets you run studies like this in minutes. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here is what they told us:
If a brand promised that their mushroom coffee could help with focus and energy without the jitters, would that appeal to you? What would make such a claim feel believable versus gimmicky?
Stratton Vargo, 28, Unemployed Adult, Rural, IL, USA:
A little, but I’m still skeptical. Sounds like marketing. I’d need hard numbers and a cheap way to try it without changing my routine. Feels believable: Feels gimmicky: Bottom line? Show me the label and let me taste it. If it drinks like coffee and I don’t get jitters, copy.
Jack Gonzalez, 32, Job Seeker, Long Beach city, CA, USA:
A little, sí, if it’s real. No jitters sounds good, but I’m skeptical. Last hongo coffee I tried tasted like dirt water and didn’t hit. If it doesn’t wake me up con ganas, para qué. Believable looks like: Gimmicky is: You want me? Put it at Northgate or 7-Eleven, let me sip, and if I can push a buffer 3 hours with steady hands and no crash, ok. If not, pues next.
Nathen Munoz, 25, Hospitality Manager, Santa Fe, NM, USA:
Short answer: kinda appealing, still skeptical. I like steady focus for a long shift at the theater, not shaky hands on a headset. But “no jitters” is a magic word brands throw around. It’s crisp 8°C and I’m still drinking iced, so if you want me to change my cup, earn it. What makes it believable, not gimmicky: Right now I’m already lit from Quickley dropping 40 and the world leaders chest-thumping, so extra hype in my cup is a hard pass. Show me clean data and a cold-mix that actually tastes good or si me lo regalan, me lo tomo - pagar extra for vibes, nah.
Alexander Rollins, 39, Plant Manager, Rural, CA, USA:
Short answer: barely. Steady energy without jitters sounds nice, but I smell hype until I see numbers. Believable if: Gimmicky if: If you cannot back the claim with plain numbers and a fair tryout, that is like quoting tight tolerances without an SPC chart. All talk, no parts.
Matthew Morton, 47, Project Manager, Rural, MD, USA:
Short answer: a tiny bit. In theory, focus and energy without jitters sounds nice. In practice, I have heard that line a hundred times. With the world already jumpy this week, I want my coffee boring and predictable. What would make it feel believable: What screams gimmick to me: Bottom line: mild appeal, default skeptical. If it walks and talks like regular coffee, priced like regular coffee, and proves the no-jitters claim without a circus, I will try a packet on a quiet Sunday. Otherwise, hard pass.
Christopher Settle, 34, Maintenance Technician, Rural, LA, USA:
Short answer: yeah, the promise appeals. I hate the twitchy, jaw-clench buzz. If I could get steady focus and energy without feeling like my hands are buzzing while I’m scraping baseboards, I’m listening. But my BS meter lives on a hair trigger. What makes it feel believable to me: What screams gimmick: So yeah - the idea of focus and energy without jitters is tempting. Earn it with a decent taste, clear numbers, a cheap single packet at the store, and a real-person vouch. Otherwise it’s just fancy mud dressed up in yoga pants.
Have you ever tried mushroom coffee or a functional coffee product? If yes, what was your experience? If not, what would convince you to try it or what holds you back?
Stratton Vargo, 28, Unemployed Adult, Rural, IL, USA:
No, I haven’t. It’s -8 C and I stick to hot black coffee that’s simple. Not looking to gamble with my morning routine. Would convince me: Holds me back: Bottom line: coffee should taste like coffee.
Jack Gonzalez, 32, Job Seeker, Long Beach city, CA, USA:
Yeah, I tried a free sample by the Pike once. Tasted like dirt water, like caldo raro, and it didn’t hit; maybe left my stomach weird. Price was high for a tiny bag, so nah. For me to try again, it has to be cheaper than regular coffee, hit con ganas fast, no crash, no tripas drama. I want a free sample, no subscription, price in cash right there. If a compa I trust says it works, cool. Hongos go in a quesadilla, not my cafecito, la neta.
Nathen Munoz, 25, Hospitality Manager, Santa Fe, NM, USA:
Yeah, I’ve tried it - tiny sample at the Railyard. Tasted like earthy hot chocolate, smooth enough, no magic. I didn’t feel anything special, just… coffee with a backstory. I still grab iced, even in this crisp 8°C morning walking Zia, because I’m not rebuilding my routine for mushroom dust. And with prices like that, my wallet says hard pass. What would actually get me to buy a bag: Right now I’m already wired off Quickley dropping 40 and all the world noise, so adaptogen hype feels extra. Si me lo regalan, me lo tomo. Pagar extra por “vibes,” nah.
Matthew Morton, 47, Project Manager, Rural, MD, USA:
Yeah, I tried a single-serve packet a coworker left in the break room. Mixed it like instant. Verdict: fine, not better, a little earthy like someone dusted cocoa on weak coffee. No magical focus, no calm, just a pricier cup I finished out of courtesy. Definitely not worth the markup. With the world feeling jumpy this week, I am not in the mood to tinker with my one steady habit. If I were to give it another shot, it would need to hit a few basics: Until then, I am sticking to my regular beans. My mornings are already a tightrope. I do not need surprise science experiments in the mug.
Christopher Settle, 34, Maintenance Technician, Rural, LA, USA:
Short answer: nope, haven’t tried it. Not in my cart, not in my cup. Why I’ve held off: What would actually make me try it: How I’d test it if those boxes get checked: second cup, Saturday morning, when I’m not hauling ladders. If it passes the taste test and doesn’t make me jittery or queasy, I’d keep a couple sticks around. Until then, I’m sticking with my regular strong brew and calling it good.
Alexander Rollins, 39, Plant Manager, Rural, CA, USA:
No. I haven’t tried it. I drink straight coffee that tastes like coffee, does the job, and doesn’t turn into a subscription bill. What holds me back: What would get me to try it: If you can’t show real gains I can feel within a few mornings, that’s like swapping endmills without changing feeds and speeds - all promise, no output.
What is your first reaction when you hear about mushroom coffee or functional coffee with adaptogens? Does it intrigue you, confuse you, or make you skeptical?
Alexander Rollins, 39, Plant Manager, Rural, CA, USA:
Skeptical right out of the gate. Sounds like a pricey gimmick dressed up as wellness to sell me less coffee for more money.
Jack Gonzalez, 32, Job Seeker, Long Beach city, CA, USA:
Skeptical, straight up. “Adaptogens” sounds like polvo caro con nombre fancy. I tried a sample once by the Pike, tasted like dirt water, like caldo raro in a cup. If it was cheap and hit hard, ok, but it’s always pricey, so nah. I want coffee that wakes me up con ganas, not a lecture on the bag. Hongos go in a quesadilla, not my cafecito, pero if it’s free, I’ll drink it and keep moving.
Nathen Munoz, 25, Hospitality Manager, Santa Fe, NM, USA:
Gut reaction? Skeptical. Like, “functional” is just code for “we’re charging extra for vibes.” I did try a tiny sample at the Railyard market once - tasted like earthy hot chocolate. Not bad, not magic. No “wow,” just coffee with a story. I drink iced year-round, even when it’s brisk like today, so I’m not switching my setup for mushroom dust. I’m a little curious in a Sunday-experiment way if a friend hands me a packet. But my wallet side-eyes those prices, hard. Today I’m already wired from Quickley dropping 40 and the world noise, so mushrooms in my cup feels extra. Bottom line: mild curiosity, heavy side-eye. Si me lo regalan, me lo tomo - pagar extra, meh.
Stratton Vargo, 28, Unemployed Adult, Rural, IL, USA:
Skeptical, mostly. Feels like marketing. It’s freezing here and I just want hot black coffee that works. I’d try a sip if a buddy had it, but I’m not paying a premium or signing up for a subscription. Bottom line? Coffee should taste like coffee.
Matthew Morton, 47, Project Manager, Rural, MD, USA:
First reaction? Skeptical, bordering on eye-roll. There is a tiny sliver of intrigue if it tasted like normal coffee and cost like normal coffee, but my default on this stuff is skeptical first, curious much later.
Christopher Settle, 34, Maintenance Technician, Rural, LA, USA:
Gut reaction? Skeptical with a side of huh. I drink coffee to wake up at 4:45 and not bite anybody’s head off, not to do a science project. Mushroom-anything in my morning cup sounds like muddy woods in hot water. And that word adaptogen hits my BS meter - feels like a fancy way to charge extra for regular jitters. But I ain’t made of stone. Part of me’s curious, because my back’s cranky and my nerves get loud some days, and if something smoothed the edges without wrecking my stomach, I’d listen. Just not gonna gamble the grocery money on a trend that tastes like potting soil. How I land, for real: So yeah - mostly skeptical, a little intrigued. If it tastes fine and doesn’t feel like snake oil, I could be persuaded. Otherwise I’m sticking with my plain, strong, no-fuss brew.