0
RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1W...
Scope <ul><li>Combines internet with in situ exposure of products </li></ul><ul><li>Central Location (CL) based </li></ul>...
Benefits <ul><li>Fast:  results are available when fieldwork is completed </li></ul><ul><li>Quality of central location te...
Questions RapiTests address  <ul><li>How is my product, variant liked, also when compared to other products? What are the ...
Methodology <ul><li>Combining central location with the flexibility and speed of the internet offer many methodological po...
Adapted methods for different needs, requirements (1/2) Consumers  +  Expert Consumers Panel Position several products on ...
An Example: Quantitative Descriptive Analysis Method Test (QDA) Recruitment Training Tie break  among alternatives Tasting...
Adapted methods for different needs, requirements (2/2) Consumers Expert Consumers Panel JAR measures levels of a product’...
Sampling <ul><li>Depending on the method, intercept respondents may be between 80 or 150 per sample, i.e. if testing a new...
Outputs examples The significancy tests (t-test) compare measures, and are suitable for small samples. To get a t-test for...
Norms, modelling & KB <ul><li>1WR proposes to manage different RapiTests to: </li></ul><ul><ul><li>Enable benchmarks of pr...
Locations <ul><li>ARGENTINA (AR): Buenos Aires, Cordoba </li></ul><ul><li>AUSTRALIA (AU): Sydney, Canberra and Brisbane  <...
In-depth Qualitative Option <ul><li>Selected articulate respondents (generally 10) can be asked to explain their answers a...
Costs <ul><li>Depend upon:  </li></ul><ul><ul><li>the incidence to recruit respondents (generally between 50% to 30%) </li...
Upcoming SlideShare
Loading in...5
×

1WR RapiTests for Sensory

769

Published on

RapiTests for Sensory:
- Combines internet with in situ exposure of products
- Is Central Location (CL) based
- Uses either incentivized
street intercept respondents or screened “expert” consumers
- Adapts to different sensory evaluation methods
- Is conducted in major cities of Europe and worldwide

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
769
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "1WR RapiTests for Sensory"

  1. 1. RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet: www.1WR.net Sensory Box Installation Art by Superbien
  2. 2. Scope <ul><li>Combines internet with in situ exposure of products </li></ul><ul><li>Central Location (CL) based </li></ul><ul><li>Uses either incentivized: </li></ul><ul><ul><li>street intercept respondents </li></ul></ul><ul><ul><li>screened “expert” consumers* </li></ul></ul><ul><li>Adapted to different sensory evaluation methods </li></ul><ul><li>Conducted in major cities of Europe and worldwide </li></ul><ul><li>Can standardize approaches, questionnaires and questions, to compare, transpose results, through data-mining and knowledge base (ExtenSights) </li></ul>* Half way between assessors and consumers
  3. 3. Benefits <ul><li>Fast: results are available when fieldwork is completed </li></ul><ul><li>Quality of central location testing with supervisor presence, and speed and advantages of internet research </li></ul><ul><li>Ability to show products, labels and other materials </li></ul><ul><li>Available in most cities of Europe and the world (over 200 projects completed in 40 locations on all continents) </li></ul><ul><li>Flexible: probing further where needed, can sequence tests to screen out alternatives </li></ul><ul><li>Integrated project, questionnaire/questions in different languages, standardization </li></ul><ul><li>Cost effective </li></ul>
  4. 4. Questions RapiTests address <ul><li>How is my product, variant liked, also when compared to other products? What are the key drivers of consumer liking? </li></ul><ul><li>Which formulation has a higher potential for launch? How can product formulation be improved? </li></ul><ul><li>Do consumers find my product different or similar to others? Why? </li></ul><ul><li>How do consumers describe its taste, characterizes its olfactory and/or taste dimensions, also in time during consumption or usage? </li></ul><ul><li>How can I plan and get more out of consumer tests and better understand opportunities for a given category (preference mapping) ? </li></ul><ul><li>How can I access results instantly, combining quantitative criteria with qualitative depth diagnostics </li></ul>
  5. 5. Methodology <ul><li>Combining central location with the flexibility and speed of the internet offer many methodological possibilities. </li></ul><ul><li>Uses either P&P sequentially followed by data entry, PCs or CAPI (Android or iOS IPad) </li></ul><ul><li>RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements. </li></ul><ul><li>1WR has standardized questions for various sensory methods (see following Sensory method examples) </li></ul><ul><li>Planning is required for regular or continuous projects </li></ul>
  6. 6. Adapted methods for different needs, requirements (1/2) Consumers + Expert Consumers Panel Position several products on a map according to their similarity (the closer, the more similar). Analysis: Photo decryption, analysis Napping Projective mapping Quantitative Descriptive Analysis or profiling monadically characterises a product by scores, on a linear scale, through several consensual descriptors Analysis: Principal component analysis (PCA) QDA / DA (see example next slide) Profiling to profile, distinguish and map products. A monadic characterisation of a product by scoring, on a linear scale, several descriptors chosen by the consumer. Analysis: Generalised procrustes analysis Free Choice Profiling Creation of groups of similar products, which is quite easy and suitable when testing a larger number of products. It is possible to identify potential consumer sub-groups by the way in which they perceive, and thus better understand the “individual” reactions. Also enables comparisons between professionals, expert consumers and general consumers. Analysis: Multidimensional scaling Free Sorting Consumer / Expert Consumer Objectives
  7. 7. An Example: Quantitative Descriptive Analysis Method Test (QDA) Recruitment Training Tie break among alternatives Tasting Grid answering Recruitment Vocabulary generating Test (Preparation when no experts) Although some sensory evaluation methods might be complex and take some time for respondents to complete, RapiTests speed ensure that results are delivered very rapidly once fieldwork is completed
  8. 8. Adapted methods for different needs, requirements (2/2) Consumers Expert Consumers Panel JAR measures levels of a product’s attribute relative to a respondent’s theoretical ideal level. These scales have an anchored midpoint of “just about right” or “just right”. Wit Ideal Profile Method, scaling of several products on a set of relevant sensory attributes (both perceived and ideal intensity is asked) and on hedonic aspects. JAR (Just About Right) scaling and Ideal Profile Method Elicitation process to generate vocabulary differentiating a product from the others Repertory grid Quickly assesses, profiles and maps products through potential sensory attribute choices (without scaling) Analysis: cross tabs & factorial analysis CATA (Check All That Apply) Consumer Objectives Obtains a sequence of the dominant sensations occurring in mouth/usage/ during consumption of the product. TDS is found to better enhance the sequence of sensations over time. TDS (Temporal Dominance Sensation) Comparative characterisation of several products by ranking, on a linear scale, several descriptors chosen by each assessor. Flash Profile Expert Consumer Objectives
  9. 9. Sampling <ul><li>Depending on the method, intercept respondents may be between 80 or 150 per sample, i.e. if testing a new product versus an existing, 2 matched samples of 100 respondents will be required </li></ul><ul><li>Larger samples can be used to compare early adopters with more traditional consumers or screen various alternatives in a tie-break situation </li></ul><ul><li>Quotas are generally used on gender and ages, with some brand/product usage, and for panellists olfactory/gustative and articulate skills </li></ul><ul><li>Regarding screened “expert” consumers, some methods like TDS and QDA respectively require samples of 30 and 15. </li></ul>
  10. 10. Outputs examples The significancy tests (t-test) compare measures, and are suitable for small samples. To get a t-test for example on the extent of the preference we divided the mean measure by the standard error.  When a red letter is placed next to a measure, it means it is significantly higher to the other measure of the indicated column(s). Lower case characters (i.e. “b”) show significant superiority for a 90% I nterval Confidence , upper case at (i.e. as above “B”) 95% IC. Analysis conducted in collaboration with
  11. 11. Norms, modelling & KB <ul><li>1WR proposes to manage different RapiTests to: </li></ul><ul><ul><li>Enable benchmarks of product tests, offering guidelines to help improve question formulation, questionnaire design and methods </li></ul></ul><ul><ul><li>Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking </li></ul></ul>ExtenSights offers context based insights that are extracted from a common knowledge base: - allowing reuse of data across different products while protecting both proprietary data and confidential customer information - making sophisticated market intelligence accessible, also to non researchers internally and externally for client relations, as a proactive service to support NPD
  12. 12. Locations <ul><li>ARGENTINA (AR): Buenos Aires, Cordoba </li></ul><ul><li>AUSTRALIA (AU): Sydney, Canberra and Brisbane </li></ul><ul><li>AUSTRIA (AT): Vienna </li></ul><ul><li>BELGIUM (BE): Brussels </li></ul><ul><li>BRAZIL (BR): São Paulo, Rio de Janeiro, Salvador, Belo Horizonte, Fortaleza </li></ul><ul><li>CANADA (CA): Toronto , Ottawa, Montreal </li></ul><ul><li>CHINA (CN): First tier cities: Beijing, Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu </li></ul><ul><li>DENMARK (DK): Copenhagen and Aarhus </li></ul><ul><li>FRANCE (FR): Paris, Lyon, Bordeaux, Marseille </li></ul><ul><li>FINLAND (FI): Helsinki </li></ul><ul><li>GERMANY (DE): Hamburg, Düsseldorf, Cologne and Munich </li></ul><ul><li>GREECE (GR): Athens, Thessaloniki </li></ul><ul><li>INDIA (IN): Mumbai, Delhi, Kolkata , Chennai </li></ul><ul><li>ISRAEL (IL): Tel Aviv </li></ul><ul><li>ITALY (IT): Milan, Rome </li></ul><ul><li>JAPAN (JP): Tokyo and Osaka. </li></ul><ul><li>KOREA SOUTH (KR): Seoul, Pusan </li></ul><ul><li>MEXICO (MX): Mexico, Ecatepec, Guadalajara </li></ul><ul><li>MOROCCO (MA): Marrakech </li></ul><ul><li>NORWAY (NO): Oslo </li></ul><ul><li>PHILIPPINES (PH) : Manila </li></ul><ul><li>POLAND (PL): Warsaw </li></ul><ul><li>PORTUGAL (PT): Lisbon, Porto, Coimbra </li></ul><ul><li>RUSSIA (RU): Moscow, St Petersburg </li></ul><ul><li>SENEGAL (SN): Dakar </li></ul><ul><li>SPAIN (ES): Madrid, Barcelona, Valencia </li></ul><ul><li>SWEDEN (SE): Stockholm, Goteborg and Malmö </li></ul><ul><li>SWITZERLAND (CH): Geneva, Zurich </li></ul><ul><li>TURKEY (TR): Istanbul, Ankara </li></ul><ul><li>UAE (AE): Dubai </li></ul><ul><li>UK (UK): London, Birmingham, Bristol, Glasgow </li></ul><ul><li>USA (US): Miami, New York, Chicago, SF, Dallas </li></ul>
  13. 13. In-depth Qualitative Option <ul><li>Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices. </li></ul><ul><li>For example on: </li></ul><ul><ul><li>Likes/dislikes reasons and prompted understanding </li></ul></ul><ul><ul><li>Attribute support and explanations </li></ul></ul><ul><ul><li>Relevance, uniqueness, like diagnostic explanations </li></ul></ul><ul><ul><li>Tie-break explanations </li></ul></ul><ul><ul><li>Projective techniques </li></ul></ul>In depth diagnostics
  14. 14. Costs <ul><li>Depend upon: </li></ul><ul><ul><li>the incidence to recruit respondents (generally between 50% to 30%) </li></ul></ul><ul><ul><li>the duration of the questionnaire (generally between 15 min to 30 min) </li></ul></ul><ul><ul><li>the cities where tests are conducted </li></ul></ul><ul><ul><li>the necessity of special equipment (slide projectors or film projectors) </li></ul></ul><ul><ul><li>the number of tests </li></ul></ul>Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet: www.1WR.net
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×