Very much an issue of personal taste, some people prefer a stronger, richer taste. Others go for a more subtle flavour. Go for 100% arabica beans from a specialist shop such as Whittards (a high street chain). Try to get freshly roasted beans and grind them as required at home if possible. Keep beans or ground coffee in the freezer to prevent the aromatic oils - which lend the coffee all its aroma - from evaporating.