In our neighborhood we have found that people generally like the more smoky, chocolaty flavors, rather than the bright notes that some coffees can bring. I've had to go back to the old roaster drawing board to develop the kind of roast that not only will keep the folks happy but keep the integrity of the bean.
We've heard of roasters who take the bean past the sweet stage and into the charcoal stage to please their customers bu in doing so destroy what the coffee is trying to say. A Colombian wants to say, citrus or bright but you can also bring out the deep tones by a little bit of tweaking in the temp and airflow during the roast. So we give the customer what they want but we don't take the bean past where it naturally wants to go.