食品感观评估

1、Consumer as a Partner in the Creative Development Process is used more as a learning tool for your clients internal and/or external clients vExploration vThe consumer is your partner who guides creative development. is used more as a confirmation tool for your company Validation The consumer is judg

2、e 4 x 50 =200) The K products must be equally presented in each position of the k rotation Large Small Since the Research Objective is exploratory in nature, a “Diagnostic/Exploratory Questionnaire is needed for consumers to profile each fragrance. Overall Emotive Measures Fragrance Diagnostics Frag

3、rance Characteristics Fragrance Communication vPerformance and End Benefit Issues vImagery and Safety Issues Overall Emotive Measures vPurchase Intent vLike/Dislike vSuitability v(Alienation) Diagnostics vStrength vSweet vConsistency Product Characteristics vFresh vClean vNatural vSophisticated Prod

4、uct Performance Issues vCleans vMoisturizes vMalodor Coverage Product End Benefit Issues vRelaxes Me vCreates Appropriate Ambience Imagery vMemory vDestination vEmotion vSmells Like q-1 Dislike Very Much q-2 Dislike Somewhat q-3 Neither/Nor q-4 Like Somewhat q-5 Like Very Much Bottom 2 Box (B2B) Top

5、 2 Box (T2B) Top BoxBottom Box Without a Benchmark in the study, many companies use scale, category, and culturally dependent norms for success 2/3|1/4 and the 2/3|1/3 rules are typical The mean may provide misinformation q-1 Much Too Weak q-2 Somewhat Too Weak q-3 Just About Right q-4 Somewhat Too

6、Strong q-5 Much Too Strong Bottom 2 Box (B2B) Top 2 Box (T2B) Top BoxBottom Box JAR Score Without a Benchmark in the study, many companies use scale, category, and culturally dependent norms for success 65% JAR rule is typical The mean may provide misinformation q-1 Very Bland q-2 Somewhat Bland q-3

7、 Neither/Nor q-4 Somewhat Fresh q-5 Very Fresh Bottom 2 Box (B2B) Top 2 Box (T2B) Top BoxBottom Box The mean may provide misinformation If the Top 2 Box and the Bottom 2 Box are about a 40%/40% split then the attribute for the flavor/fragrance is “POARIZING” If the Top 2 Box and the Bottom 2 Box are

8、 about 20%/20% split then the attribute for the flavor/fragrance is either “INDIFFERENT” or “JAR” If the Top 2 Box and the Bottom 2 Box are about 33%/33% split then the attribute for the flavor/fragrance is “FLAT” Much of the fragrance experience by the consumer is unconscious which is rather diffic

9、ult to express to the perfumer Much of the conscious fragrance perceptions and reactions are emotional and non-actionable for the perfumer The Consumer is a partner in the Takasago Creative Fragrance Development Process Takasagos Consumer-Centric Approach is central to the Creative Fragrance Develop

10、ment Process Direct probing of the Flavor/Fragrance experience basically measures: vConscious and Subconscious Perceptions vEmotional Reactions Consumer feedback to the Creative Team is typically in the form of a Summary Table which can be a bit of a “Data Dump.” 5 Point Rating Scales Flavor/Fragran

11、ce is an emotional experience The consumer is an emotional bundle of mixed messages vCultural Dependent vSome conscious but mostly unconscious “Reading” Consumer reactions to products vNeed to better probe the consumers mind vNeed to translate the emotional language of the consumer to actionable inf

12、ormation The task at hand is to obtain a better understanding of the consumers mind and their relationship to flavors/fragrances Perceptual Maps are multi-faceted, depending on the objectives Delve more into the consumers mind (be careful) Better understand consumer perceptions of a Market Better un

13、derstand how your products perform against competitors Better understand how new fragrances impact the Market Better understand cross-cultural dynamics Better manage your product portfolio, e.g., a living database Create a new Carbonated Soft Drink positioned for adults 50 69 years of age Must conve

14、y a sense of being: Well Liked Refreshing Complex/Sophisticated Savoir De-Stressing 1.Evening Determine consumer reactions to a broad palette of 20 flavors Explore Hedonics Appropriateness of Drink The Level I Like Flavor Characteristics Flavor Personalities Provide the Creative Team with Direction

15、Design Sequential Monadic Design at a Central Location Facility A 4 of 24 Balanced Incomplete Block (BIB) Design 100 Consumers/Flavor; 600 Consumers 8 oz. can of Carbonated Soft Drink Respondents Pre-recruited 600 Consumers 50% Men & 50% Women 50 69 years of age Drink Carbonated Soft Drink at 1x/wee

16、k No visible signs of cold or allergies Emotive Measures (Hedonics) Appropriateness (Consumer Segment) Diagnostics (Strength) Product Characteristics (Semantic Differentials) Fragrance Communication vPerformance and End Benefit Issues vImagery Issues Since the Research Objective is exploratory in na

17、ture, a “Diagnostic/Exploratory Questionnaire is needed for consumers to profile each fragrance. Overall Emotive Measures Fragrance Diagnostics Fragrance Characteristics Fragrance Communication vPerformance and End Benefit Issues vImagery and Safety Issues Overall Emotive Measures vPurchase Intent v

18、Like/Dislike vSuitability v(Alienation) Diagnostics vStrength vSweet vPerfumey Product Characteristics vFresh vClean vNatural vSophisticated Product Performance Issues vCleans vMoisturizes vMalodor Coverage Product End Benefit Issues vRelaxes Me vCreates Appropriate Ambience Imagery vMemory vDestina

19、tion vEmotion vSmells Like 1 2 3 4 5 Cluster 1 with sophisticated Mellow Ginger (70% T2B) that is for early evening relaxation Cluster 2 with Champagne Dry (77%) and Gingerale Rum (67%) that are Natural, Appropriate for Someone Just Like You, and relaxing Cluster 3 with Grapefruit Twist (69), Plum (

20、70%) and A Fruit Blend (70%) that Refreshes, Tingles, BUT STIMULATES A Takasago Intensate Business Objective Client identified the cooling sensation of “Cooling Cherry” jelly as an attribute driver of Purchase Intent Research Objective Determine the consumer acceptability of 2 identified Sensates at

21、 different dose combinations Research Design v4 Levels of Sensate A and 4 Levels of Sensate B Experimental Design SENSATE B None B Low B Medium B High A-NoneCurrentANBLANBMANBM A-LowALBNALBLALBMALBH A-MediumAMBNAMBLAMBMAMBH A-HighAHBNAHBLAHBMAHBH CURRENT (65%) ALBN AMBL (71%) ALBH (44%) ALBM (51%) A

22、LBL (61%) ANBL (59%) ANBM (48%) ANBH (40%) AMBM (79%) AMBH (45%) AMBN (62%) AHBN (55%) AHBM (43%) AHBH (28%) AHBL (49%) JAR Cool Not Cool Enough Too Cool JAR Sweet Not Sweet Enough Too Sweet JAR Bitter Too Bitter Stale Harsh Processed Complex Natural Chemical Fresh Full Body Sharp Unique Flavor Expe

23、nsive Cheap Off Taste Tangy Robust Burn Cherry Candy Sour Cherry Cool Cherry MOD AMBL/AMBM (85%) Intensate Summary Sensate A Medium Level is Desirable Low Level creates too much coolness High Level contributes to Bitter Sensate B Works in a synergistic manner with Sensate A A company in Asia-Pacific

24、 is successful with a Baby Wash product The company would like to launch this Baby Wash product in the UK and USA “as is”, but is concerned how the current fragrance may “halo” skin evaluations by the US and UK consumers Determine consumer acceptance of new creative modifications of the Baby Bath pr

25、oduct. Develop an understanding of how consumers react to different fragrance types of the same product Determine how the various scents affect acceptance and skin care perceptions Test Design (BIB) Un-Identified Sequential Monadic Sniff Test Balanced Incomplete Blocked (BIB) Design Each consumer ev

26、aluated 3 of 6 “Products” Each Product was evaluated by 50 consumers on skin Respondents Pre-recruited 100 women, 18-34 years of age Moms with Babies 0-24 months Category users of Baby Bath products at least 3x/Week No visible signs of cold or allergies CodeDescription RP-1730Fresh, Floral, Creamy,

27、Musky RP-1729Fresh, Floral, Creamy, Musky TTF-1530 CurrentCitrus, Floral Bouquet TIC/B-05.455 Citrus, Floral Bouquet All 4 Test Products performed well on skin with TTF-1530 (Citrus, Floral Bouquet) and TIC/B-05.455 (Citrus, Floral Bouquet) the least accepted vTTF-1530 conveys a drying to the skin v

28、TIC/B-05.455 conveys a cheap smell RP-1730 (Fresh, Floral, Creamy, Musky) and RP-1729 (Fresh, Floral, Creamy, Musky) performed extremely well and are in the desired neighborhood for the Baby Bath Wash product. vSkin Care benefits vAppropriate vBaby Safe RP-1730 (Fresh, Floral, Creamy, Musky) and RP-

29、1729 (Fresh, Floral, Creamy, Musky) are consumer loved fragrances and profile as Well Rounded, Natural, Comfortable, Smells Like a Baby, Contains Natural Milk Extract, and Appropriate TTF-1530 (Citrus, Floral Bouquet) is not liked and profiles as inappropriate, Chemical, uncomfortable, invigorating

30、TIC/B-05.455 (Citrus, Floral Bouquet) is liked but conveys a cheap smell Scent can profoundly impact product acceptance and perceptions of product performance attributes Original fragrance is not well accepted by the US and UK consumer The Bay Wash product was launched in the USA and UK with RP1730

31、Study Design v4 of 8 Balanced Incomplete Block (BIB) Design vOn Skin, 2 and 20 minutes after application Questionnaire Design vAcceptability vDiagnostics vFragrance Characteristics vImagery Women (N =100) v18 35 Years of Age vScent Seekers and Innovators vOther Psychographics Neighborhoods and Fragrance Personaliti