SensoryEvaluationandConsumerTestingMethodsforProductOptimizationandInnovation.pdf

Sensory Evaluation and Consumer Testing Methods for Product Optimization and Innovation Jean-Xavier Guinard Department of Food Science and Technology University of California, Davis Guinard, 2007 Presentation Outline ?New product development terminology ?Optimization/reformulation ?Me-toos ?Me-betters ?Breakthrough innovation ?Recent advances in consumer testing and market research methodology ?The importance of context ?What is context and how do we measure its impact on consumer behavior? ?Going qualitative ?Qualitative methods a better way to listen to the consumer ?Specific methods for new product development ?Preference mapping techniques (product renovation/reformulation) ?Empathic design (breakthrough innovation) Guinard, 2007 New Product Development ?Optimization/Reformulation = improve (R Food Qual. Pref., 2003 Guinard, 2007 Chardonnay hedonic ratings Guinard, 2007 Effects of Product and Context Variables on Liking Effects of variables in the model -0.6 -0.4 -0.2 0 0.2 0.4 0.6 MalolacticOakSugarFoodRoom Liking ?Conclusion: the context matters as much as the product variables Guinard, 2007 A Model for the Study of Food and Beverage Consumption Behaviors Foods & Beverages Variables Sensory properties Functionalities Consumer Variables Physiology Psychology & Cognition Context Variables Physical context Convenience/effort Societal pressures Consumption Behavior Preferences (likes & dislikes) Choice Purchase/Repeat purchase Consumption Pleasure/Satiety Culture Guinard, 2005 Guinard, 2007 Quantitative Methods Ask Questions and Produce Numbers ?Based on the use of scales in questionnaires ?Central location (CLT) or home-use (HUT) tests ?Applications ?Uses and attitudes (U&A) ?Concept test ?Product test ?Packaging test ?Advertising test ?Potential test Guinard, 2007 Qualitative Methods Produce Key Learnings, not Numbers ?Focus groups ?Individual interviews ?Projective techniques ?Observation / Ethnography Guinard, 2007 What we Learn from Observation ?Triggers of use ?Interactions with the users environment ?User customization ?Intangible attributes of the product ?Unarticulated user needs Source: Leonard & Rayport, Harvard Bus. Rev., Nov/Dec 1997 Guinard, 2007 Observation-Based Research ?Unilever has placed video cameras in kitchens to observe the tea making process ?and video cameras in showers to observe the shower process and develop shampoo and shower gels Guinard, 2007 Specific Methods for New Product Development ?Preference mapping(for product optimization/reformulation) ?Empathic design(for breakthrough innovation) Guinard, 2007 Preference Mapping ?Consumers are heterogeneous in their likes and dislikes this is market segmentation ?Preference mapping uncovers market segmentation and identifies drivers of liking for each segment Guinard, 2007 Preference Mapping Techniques ?Take a set of 15-20 commercial and/or prototype products covering a wide range of products variables within a product category (e.g., potato chips or perfumes) ?Recruit a population of consumers and measure degree of liking for the products as well as a range of consumer variables = consumer data matrix ?Collect sensory analytical data (descriptive analysis by a trained panel) = sensory data matrix ?Conduct preference clustering and preference mappinganalyses (multivariate statistics) to understand: ?Market segmentation ?Drivers of liking Guinard, 2007 The Consumer Data Matrix Consumers Products Liking Ratings 9-point Hedonic Scale or Other Liking Scale Guinard, 2007 Dendrogram for Overall Liking (Actual) A v e r a g e D i s t a n c e B e t w e e n C l u s t e r s 0.00 0.25 0.50 0.75 1.00 1.25 ID 17 4 65 3 6 5 3 7 7 0 475 1 4 2 6 8 1 8 4 3 2 8 21 9 3 4 4 0 5 8 4 7 7 7 6 7 57 6 1 4 4 8 92 0 2 7 4 4 5 7 3 0 3 6 8 2 1 3 4 5 5 5 7 1 7 3 3 5 2 3 2 5 3 9 2 6 3 3 4 1 1 1 3 1 5 9 6 2 6 9 37 2 1 2 2 9 8 0 82 4 5 0 1 5 6 6 4 9 1 6 5 6 1 7 8 1 3 8 4 6 6 3 7 8 6 4 1 0 2 2 5 2 3 2 7 9 6 0 2 1 7 5 5 4 6 1 Market segmentation: How many clusters? Preference Clustering (cluster analysis) Classification is based on the degree of similarity among consumer preferences Characterize each cluster using consumer variables Guinard, 2007 Internal Preference Mapping ?Principal Component Analysis (PCA) of the matrix of consumer hedonic ratings across products ?Example: ?Study of 24 commercial lager beers ?One hundred eighty (188) consumers evaluated the beers for liking Guinard, 2007 Guinard, 2007 External Preference Mapping ?The hedonic ratings for each consumer are regressed onto the product coordinates obtained from a principal component analysis of the sensory or instrumental data. ?Regression models may be linear or involve squared or interactive terms (i.e., RSM models). Guinard, 2007 The Sensory Data Matrix Sensory Attributes Products Intensity Ratings Category Scale Guinard, 2007 Sensory map Guinard, 2007 External Preference Mapping ?Y = f (X1, X2) Y = degree of liking X1 = PC1 X2 = PC2 PC1&2 are the first two principal components from the PCA of the descriptive or instrumental data the sensory map Guinard, 2007 External Preference Map Guinard, 2007 Empathic Design ?Observation ?Multidisciplinary team Guinard, 2007 Empathic Design: The Process 1. Observation 2. Capturing the data 3. Reflection and analysis 4. Developing prototypes of possible solutions Source: Leonard & Rayport, Harvard Bus. Rev., Nov/Dec 1997 Guinard, 2007 Empathic Design ?Observation ?Consumer in his/her natural environment ?“Lead users” ?Team of observers: human- factors expert, product engineer, marketing expert Guinard, 2007 Empathic design ?Capturing data ?Observation and open-ended questions (e.g., “why are you doing that?”) ?Observers guide (e.g., “what problems is the user encountering?”) ?Video-cameras, notebooks Guinard, 2007 Empathic Design ?Reflection and analysis ?Team of observers meet (with colleagues) ?Identify possible problems and needs of the consumers Guinard, 2007 Empathic Design ?Developing prototypes of possible solutions ?Transform obser