食品感观评估.ppt

TheEmotiveConsumer,ConsumerasaPartnerintheCreativeDevelopmentProcess,YourCompanysBusinessPhilosophy?,ConsumerResearchisusedmoreasalearningtoolforyourclientsinternaland/orexternalclientsExplorationTheconsumerisyourpartnerwhoguidescreativedevelopment.MarketingResearchisusedmoreasaconfirmationtoolforyourcompanyValidationTheconsumerisjudge4x50=200)TheKproductsmustbeequallypresentedineachpositionofthekrotation,AnExploratoryStudyDesign,ExampleofaBIB(4of8N=100),ExploratoryQuestionnaireDesign,SincetheResearchObjectiveisexploratoryinnature,a“Diagnostic/ExploratoryQuestionnaireisneededforconsumerstoprofileeachfragrance.OverallEmotiveMeasuresFragranceDiagnosticsFragranceCharacteristicsFragranceCommunicationPerformanceandEndBenefitIssuesImageryandSafetyIssues,QuestionnaireDesign:Emotive,Diagnostic,andCharacteristics,OverallEmotiveMeasuresPurchaseIntentLike/DislikeSuitability(Alienation)DiagnosticsStrengthSweetConsistencyProductCharacteristicsFreshCleanNaturalSophisticated,QuestionnaireDesign:CommunicativePropertiesofProducts,ProductPerformanceIssuesCleansMoisturizesMalodorCoverageProductEndBenefitIssuesRelaxesMeCreatesAppropriateAmbienceImageryMemoryDestinationEmotionSmellsLike,The5-PointHedonicRatingScale,WithoutaBenchmarkinthestudy,manycompaniesusescale,category,andculturallydependentnormsforsuccess2/3|1/4andthe2/3|1/3rulesaretypicalThemeanmayprovidemisinformation,The5-PointJARScale(JustAboutRight),WithoutaBenchmarkinthestudy,manycompaniesusescale,category,andculturallydependentnormsforsuccess65%JARruleistypicalThemeanmayprovidemisinformation,TheSemanticDifferentialRatingScale(Freshvs.Bland),Themeanmayprovidemisinformation,Some“Properties”ofthe5-PointScale,IftheTop2BoxandtheBottom2Boxareabouta40%/40%splitthentheattributefortheflavor/fragranceis“POARIZING”IftheTop2BoxandtheBottom2Boxareabout20%/20%splitthentheattributefortheflavor/fragranceiseither“INDIFFERENT”or“JAR”IftheTop2BoxandtheBottom2Boxareabout33%/33%splitthentheattributefortheflavor/fragranceis“FLAT”,ConundrumsofConsumerResearch,MuchofthefragranceexperiencebytheconsumerisunconsciouswhichisratherdifficulttoexpresstotheperfumerMuchoftheconsciousfragranceperceptionsandreactionsareemotionalandnon-actionablefortheperfumerTheConsumerisapartnerintheTakasagoCreativeFragranceDevelopmentProcessTakasagosConsumer-CentricApproachiscentraltotheCreativeFragranceDevelopmentProcess,DirectProbingofTheFlavor/FragranceExperience,DirectprobingoftheFlavor/Fragranceexperiencebasicallymeasures:ConsciousandSubconsciousPerceptionsEmotionalReactionsConsumerfeedbacktotheCreativeTeamistypicallyintheformofaSummaryTablewhichcanbeabitofa“DataDump.”,ExampleofaSummaryTable,5PointRatingScales,SummaryTablesareOne-DimensionalDataDumps,DoesNOTrevealthesubconscious/unconsciousconsumerimpressionsoffragrancesDoesNOTreadilydepictthe“Personality”ofafragranceasummarytableisanattribute-by-attributeaccountofhowthefragranceisperceivedDoesNOTeasilyprovidedirectiontoperfumersforfuturefragrancemodifications,HowDoYouReadtheConsumersMindtoCreateConsumerLovedProductsthatCommunicateYourBrandMessage?,Flavor/FragrancePersonalities,Typically,thereisgreaterfragrancedifferentiationoncommunicativeissuesthanonacceptancemeasures,Suitability/AppropriatenessImageryProductPerformanceEndBenefitsIssues.,ConsumerResearchandPerceptualMaps,Flavor/FragranceisanemotionalexperienceTheconsumerisanemotionalbundleofmixedmessagesCulturalDependentSomeconsciousbutmostlyunconscious“Reading”ConsumerreactionstoproductsNeedtobetterprobetheconsumersmindNeedtotranslatetheemotionallanguageoftheconsumertoactionableinformationThetaskathandistoobtainabetterunderstandingoftheconsumersmindandtheirrelationshiptoflavors/fragrances,PrincipalComponentAnalysis(PCA)RequiresuseofVectorsforinterpretationNotIntuitiveinterpretationfortheCreativeTeamMultipleCorrespondenceAnalysis(MCA)NoVectorAnalysisRequiredCombinationofMCAandClusterAnalysisAnintuitive“NeighborhoodAnalysis”fortheCreativeTeam,APictureisWorthaThousandWordsButWhatTypeofPicture?,MultipleCorrespondenceAnalysis,AnassociationisrepresentedbyastatisticalcorrelationAstatisticalcorrelationisrepresentedbydistanceDistanceisinverselyrelatedtothecorrelationHence,theclosertwopointsareontheMapthegreaterthecorrelationandthegreatertheassociation,CorrespondenceMappingpresentsastatisticalpictureofhowconsumersunconsciouslydifferentiatefragrances,CreativeFlavor/FragranceMapping,PerceptualMapsaremulti-faceted,dependingontheobjectivesDelvemoreintotheconsumersmind(becareful)BetterunderstandconsumerperceptionsofaMarketBetterunderstandhowyourproductsperformagainstcompetitorsBetterunderstandhownewfragrancesimpacttheMarketBetterunderstandcross-culturaldynamicsBettermanageyourproductportfolio,e.g.,alivingdatabase,Beverage,ClientsBusinessObjectives,CreateanewCarbonatedSoftDrinkpositionedforadults5069yearsofageMustconveyasenseofbeing:WellLikedRefreshingComplex/SophisticatedSavoirDe-StressingEvening,ResearchObjective,Determineconsumerreactionstoabroadpaletteof20flavorsExploreHedonicsAppropriatenessofDrinkTheLevelILikeFlavorCharacteristicsFlavorPersonalitiesProvidetheCreativeTeamwithDirection,ReviewMethodology,DesignSequentialMonadicDesignataCentralLocationFacilityA4of24BalancedIncompleteBlock(BIB)Design100Consumers/Flavor;600Consumers8oz.canofCarbonatedSoftDrinkRespondentsPre-recruited600Consumers50%Meny=25%,SummaryofUSAPerceptualMap,All4TestProductsperformedwellonskinwithTTF-1530(Citrus,FloralBouquet)andTIC/B-05.455(Citrus,FloralBouquet)theleastacceptedTTF-1530conveysadryingtotheskinTIC/B-05.455conveysacheapsmellRP-1730(Fresh,Floral,Creamy,Musky)andRP-1729(Fresh,Floral,Creamy,Musky)performedextremelywellandareinthedesiredneighborhoodfortheBabyBathWashproduct.SkinCarebenefitsAppropriateBabySafe,UKx=77%;y=17%,SummaryofUKPerceptualMap,RP-1730(Fresh,Floral,Creamy,Musky)andRP-1729(Fresh,Floral,Creamy,Musky)areconsumerlovedfragrancesandprofileasWellRounded,Natural,Comfortable,SmellsLikeaBaby,ContainsNaturalMilkExtract,andAppropriateTTF-1530(Citrus,FloralBouquet)isnotlikedandprofilesasinappropriate,Chemical,uncomfortable,invigoratingTIC/B-05.455(Citrus,FloralBouquet)islikedbutconveysacheapsmell,Conclusion,ScentcanprofoundlyimpactproductacceptanceandperceptionsofproductperformanceattributesOriginalfragranceisnotwellacceptedbytheUSandUKconsumerTheBayWashproductwaslaunchedintheUSAandUKwithRP1730,WomansCologne,AStudy,AWave,ConsumerGuidedCreativityandInsight,TheProject,CumulativeWaves,BuildingaFoundationForConsumerInsight,GeneralMethodologyofaStudy,StudyDesign4of8BalancedIncompleteBlock(BIB)DesignOnSkin,2and20minutesafterapplicationQuestionnaireDesignAcceptabilityDiagnosticsFragranceCharacteristicsImageryWomen(N=100)1835YearsofAgeScentSeekersandInnovatorsOtherPsychographics,GeneralMethodologyofaWave,CoreCountriesOnceamonthparticipationUSAFranceGermanyStandardizedProtocolStandardizedQuestionnaires,30Waves,AStudy,Revealsubconscious/unconsciousimpressionsoffragrancesDepictthe“Personality”ofafragranceBetterunderstandingoffragrancesforfuturemodifications,“AStudy”Wave26inFrance,LAURA-MuskyFloralTAK-172-FloralTAK-173-FruityFloralTAK-174-GreenFloralTAK-175-HerbalFloralTAK-176-FreshGreenFloralTAK-177-FlorientalTAK-178-AldehydicFloral,APerceptualMapofaStudyfromWave26