Ok, I'm not think about cream or sugar here. Just simply, what's your brew method?
We have a Cuisinart grind-n-brew that we use mostly with ground coffee, usually Maxwell House. I use 10 rounded teaspoons per pot. When using beans, I cover the grinder blades by about another 1/4".
However, my boss has a Bunn and uses one-and-a-half 2" ice creams scoops of ground Maxwell House per 10 cups.
Pretty simple, but quite different. How 'bout you?