食品感观评估.ppt

Consumer as a Partner in the Creative Development Process Your Company’s Business Philosophy? Consumer Research is used more as a learning tool for your clients – internal and/or external clients Exploration The consumer is your partner who guides creative development. Marketing Research is used more as a confirmation tool for your company Validation The consumer is judge jury“ for “Go/No Go” launch decisions. A Consumer Centric Philosophy Who better than the end-user to assist the Creative Team in developing distinct products that satisfy the changing preferences of consumer segments? The Consumer Research Approach Types of Exploratory Studies BENCHMARK STUDY About 20 Market Products that characterize the intended market CREATIVE BENCHMARK STUDY About 15 Market Products and 5-9 products from other markets About 15 Market Products and 5-9 Creatives/Prototypes CREATIVE STUDY About 15-24 Creatives/Prototypes About 15 Creatives/Prototypes with Benchmarks An Exploratory Study Design Since the Research Objective is exploratory in nature, a broad spectrum of products are needed for consumers to profile and provide direction Balanced Incomplete Block (BIB) Design Too many products for each respondent to evaluate (K=20) A respondent evaluates a subset (k=4) of the products (K=20) Decide on number of respondents (n=50) per product Total Sample size is 200 (k x n; 4 x 50 =200) The K products must be equally presented in each position of the k rotation Example of a BIB (4 of 8 N=100) Exploratory Questionnaire Design 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 Fragrance Characteristics Fragrance Communication Performance and End Benefit Issues Imagery and Safety Issues Questionnaire Design:Emotive, Diagnostic, and Characteristics Overall Emotive Measures Purchase Intent Like/Dislike Suitability (Alienation) Diagnostics