I'm a little surprised some of you home roasters haven't mentioned the two types of coffee beans....robusta and arabica:http://www.ineedcoffee.com/02/arabica/
I don't care much where it's roasted as long as it's a medium roast of Sumatra, Tanzania or Kenya arabica beans. Make that fresh roasted. As Reasnor says, go with a lighter roast but use more coffee to brew it. That's where the flavor and aroma is. Beyond fresh roasted, it also helps to grind your own beans just as you are set to brew it.
Starbucks and the dark french roasts are way too bitter. But I'll also take a German lager over ales and Guiness too. All these reflect personal tastes. BTW, just because coffee is not bitter does not mean its weak. I like mine strong. The generic name the secretaries at work gave it was "road patch".
Lastly, if you believe what you hear, the US is one of the very few countries where the coffee folks drink isn't made from instant. If you go that route, it's Nescafe Clasico from Walmart.