During 1966 and 1967 three separate studies of coffee consumption were carried out in two areas of Northeast U.S. The report deals with the habits of users and their attitudes towards old and new ways of drinking coffee. The first, now classic study of this kind, was made by Mason Haire in 1950. Professor Sheth’s article shows what has happened since. The projective technique used seems a useful way of obtaining insights into consumer behaviour and in some instances reveals things not expected by the research.