Imagine you’ve got a cup of coffee in front of you. You haven’t tasted it yet. You therefore don’t know what it tastes like, right? Wrong. Some scientists argue that you actually do know what it will taste like (more or less), and the act of tasting simply confirms what you have already imagined it will taste like. And that’s because a growing body of research is revealing that sight, sound and touch all affect your expectation of a coffee’s flavours. In this episode, I explore how certain sounds might make your coffee taste sweeter, while other sounds translate to bitterness. And I expose how some cafe owners might be ruining the flavours of the high-end specialty coffee you paid for without even realising it. In the second half, I show you why so many of our scientific questions about coffee are going unanswered. I take you deep into the future of coffee science by explaining who’s doing research into coffee science, why they’re doing it, how much it costs and how you can get involved. ----------Please spread the word about The Science of Coffee!Follow me on Instagram and tag me in an Instagram storyWrite a review on Apple PodcastsLeave a 5 star rating on SpotifyExplore the technology behind Fiorenzato’s AllGround home coffee grinderGet more involved in coffee science!Buy Brita Folmer’s The Craft & Science of CoffeeRead the Specialty Coffee Association's 25 Magazine for cutting edge insights into coffee science, business and sustainability, including Charles Spence’s article on sonic seasoningPartner with the Coffee Science FoundationExplore Felipe Reinoso Carvalho’s sonic research, including Diego Campos’ winning World Barista Championship routineApply to study at the UC Davis Coffee CentreDo an online course with ZHAW’s Coffee Excellence CentreSubscribe to Barista Hustle and complete their online coffee coursesBecome a member of the Barista Guild, Coffee Roaster’s Guild, Coffee Technicians Guild and attend their events!Connect with my very knowledgeable guestsCharles Spence - Academic profileFabiana Carvalho - InstagramJanice Wang - LinkedInFelipe Reinoso Carvalho - LinkedInChahan Yeretzian - LinkedInBill Ristenpart - Academic profilePeter Giuliano - LinkedInJenn Rugolo - LinkedInGiulia Bagato - LinkedInDenis Girardi - LinkedInThe Science of Coffee is made possible by these leading coffee organisationsBWT Water and MoreMarco Beverage SystemsTraboccaEversysOatlyFiorenzato