Dan foreman qual - 2012

A
Presenta*on
from
The
NewMR
“Pu6ng
the

‘Qual’
in
Qualita*ve”
Event

28
March
2012

Sensory
Inspira-on

Dan
Foreman,
Insight
Interna-onal

Event
sponsored
by
EthOS

All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material

For
more
informa>on
about
Ethos
visit
www.ethosapp.com

For
more
informa>on
about
NewMR
events
visit
newmr.org

Speaker: Dan Foreman, Insight International, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Sensory Inspiration
Dan Foreman, Insight International

Sensory Inspiration
Using leading-edge qualitative thinking to
inspire, rejuvenate and re-invent the
sensory product development process

3 things to remember
1.  The sensory research World is too reliant
on lab-based research. The real world is
not a laboratory.

1.  The sensory research World is too reliant on lab-based
research. The real world is not a laboratory.
2.  There have been many interesting
advances in the market research World
in recent times – and there will continue
to be more.

2.  There have been many interesting advances in the
market research World in recent times – and there will
continue to be more.
3.  1 + 2 = lots of fun, inspiration and
success
(maybe even some breakthrough innovation)

And 1 for luck
3.  1 + 2 = lots of fun, inspiration and success
–  Qual could learn something too!

3.  1 + 2 = lots of fun, inspiration and
success
$20bn

$20 billion
•  3500 years penthouse suite

200
of
these

$20 billion
•  100 x 2011 profit of WPP Insight division

•  Scent of
Mystery
•  1960
•  Smell-O-
Vision
•  30 Scents
injected during
the movie

Sensory Scientists
“Treat the entire process as a clinical
exercise, [to] eliminate that intractable
humanness that makes the results a bit
sloppy [in favour of reporting] clean,
statistically supportable results”
(Moskowitz / Beckley / Resurrecion)

SENSORY
DESCRIPTO
R
14X 18X 19X 1X 20X 2X 3X 4X 6X 8X
clr orange 11.1 b 11.2 ab 11.2 ab 11.1 b 11.1 b 11.2 ab 11.3 a 11.1 b 11.2 ab 11.2 ab
ap smooth 13.2 bc 13.3 abc 13.4 ab 13.3 abc 13.5 a 13.4 ab 13.1 c 13.5 ab 13.4 ab 13.4 ab
ap shiny 12.0 c 12.3 a 12.0 bc 12.0 bc 12.1 abc 12.2 ab 12.1 abc 12.2 abc 12.3 ab 12.1 abc
ap thick 8.9 a 8.3 b 8.7 a 8.1 bc 8.1 bc 7.6 d 8.0 c 7.6 d 8.1 bc 8.8 a
ap spread 12.5 b 13.1 a 12.6 b 13.0 a 13.1 a 13.2 a 13.0 a 13.2 a 13.0 a 12.4 b
mf firm 3.7 ab 3.8 a 3.7 ab 3.5 ab 3.5 ab 3.4 b 3.5 ab 3.8 a 3.5 ab 3.7 ab
mf smooth 13.4 bc 13.5 abc 13.5 abc 13.5 abc 13.6 a 13.5 ab 13.6 ab 13.6 a 13.5 abc 13.4 c
mf melt 10.5 b 10.7 ab 10.7 ab 10.6 ab 10.8 a 10.8 ab 10.6 ab 10.7 ab 10.6 b 10.6 b
mf cohesive 4.1 a 4.0 ab 4.0 ab 3.9 ab 3.9 b 3.9 b 3.9 ab 4.0 ab 4.0 ab 4.1 ab
mf toothpack 2.9 ab 3.0 ab 2.8 ab 2.7 ab 2.7 ab 2.6 b 3.1 a 3.0 ab 2.7 ab 3.0 ab
fl cheesy 6.5 a 6.5 a 6.4 ab 6.4 ab 6.4 ab 6.3 b 6.5 a 6.4 ab 6.5 ab 6.5 a
fl creamy 7.3 a 7.1 d 7.2 abcd 7.1 bcd 7.2 abc 7.1 bcd 7.1 bcd 7.1 cd 7.1 d 7.2 ab
fl milky 0.2 a 0.0 b 0.0 b 0.0 b 0.1 b 0.0 b 0.0 b 0.0 b 0.0 b 0.1 ab
ts salty 10.1 b 10.3 a 10.2 ab 10.1 ab 10.4 a 10.4 a 10.3 ab 10.3 a 10.2 ab 10.1 b
ts sour 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.3 b 2.3 ab 2.4 ab 2.3 ab 2.5 a
ts bitter 0.8 ab 0.9 ab 0.9 ab 0.9 ab 0.8 ab 0.9 ab 1.0 a 1.0 ab 0.7 b 0.9 ab
at sweet 1.0 a 1.0 a 1.0 a 1.1 a 1.1 a 1.1 a 1.0 a 1.1 a 1.1 a 1.1 a
at sour 2.1 ab 2.0 abc 2.1 ab 2.0 abc 2.0 abc 2.0 abc 1.9 c 2.0 bc 2.1 abc 2.2 a
at salty 2.1 b 2.2 ab 2.2 ab 2.2 ab 2.3 ab 2.3 a 2.2 ab 2.2 ab 2.2 ab 2.2 ab
at bitter 0.5 a 0.3 a 0.4 a 0.4 a 0.5 a 0.4 a 0.3 a 0.4 a 0.3 a 0.5 a
Example output

Example lexicon
Descriptors
Defini*on
&
Evalua*on
Protocol
Reference
Standards
&

Intensity
Value

Appearance
-‐
gloss
Visually
analyze
forearm

Amount
or
degree
of
light
reflected
off
skin

Slipperiness
Stroke
cleansed
fingers
lightly
across
forearm

Ease
of
moving
fingers
across
skin

AAA
Lanolin

=

0.3

Baby
Oil
=9.0

Moisture
Amount
of
moisture
perceived
when
moving
fingers
across

skin

Dry
=
0

Water
=
9.9

S>cky
/adhesive
(tacky)
Tap
fingers
lightly
over
applica;on
site

Degree
to
which
fingers
adhere
to
residue
product

Untreated
skin
=
0

AAA
Lanolin
=
9.8

Amount
of
residue
Amount
of
product
on
skin
Untreated
Skin
=
0

Vaseline
Intensive
Care

=
1.5

Therapeu>c
Keri
Lo>on
=
4.1

Petrolatum
=
8..5

Type
of
residue

Indicate
type
of
product
le]
on
the
skin
(oily,
waxy,
greasy,

powdery,
chalky)

We don’t talk like that
1.  The sensory research World is too reliant
on lab-based research. The real world is
not a laboratory.
Descriptors
Defini*on
&
Evalua*on
Protocol
Reference
Standards
&

Intensity
Value

Appearance
-‐
gloss
Visually
analyze
forearm

Amount
or
degree
of
light
reflected
off
skin

Slipperiness
Stroke
cleansed
fingers
lightly
across
forearm

Ease
of
moving
fingers
across
skin

AAA
Lanolin

=

0.3

Baby
Oil
=9.0

Moisture
Amount
of
moisture
perceived
when
moving
fingers
across

skin

Dry
=
0

Water
=
9.9

S>cky
/adhesive
(tacky)
Tap
fingers
lightly
over
applica;on
site

Degree
to
which
fingers
adhere
to
residue
product

Untreated
skin
=
0

AAA
Lanolin
=
9.8

Amount
of
residue
Amount
of
product
on
skin
Untreated
Skin
=
0

Vaseline
Intensive
Care

=
1.5

Therapeu>c
Keri
Lo>on
=
4.1

Petrolatum
=
8..5

Type
of
residue

Indicate
type
of
product
le]
on
the
skin
(oily,
waxy,
greasy,

powdery,
chalky)

It’s slippery
Feels
like
custard

Horrible
colour

S-nks

S-cks
to
my
arm

What’s
so
special?

Or do we?
the Smell of success
a Touch of frost
a Taste of victory
the Sound of silence
a Sight for sore eyes

Or do we?
Bitter wind
Loud shirt
Sour grapes
Sweet nothing
Salt of the Earth

NewMR 2010 and beyond…

Things we’ve tried
•  Face scanning
•  Neuroscience
•  Free-form qualitative enrichment for assessment
•  Use of projectives
•  CHAID for recruitment
•  Online lookalikes for reporting
•  ROI for Sensory
•  Redundancy database
•  Optimisation and diagnostic evaluation

•  Competitor benchmark
•  In-market portfolio assessment
•  Fusing CTI and CMI data
•  Sensory impact on share price
•  Video streaming of testing activity
•  Qualitative communities for sensory discussion
•  Co-creation for flavour and fragrance design
•  Workshop outputs

•  Home-use testing
•  Eliminating redundancy
•  Dashboards
•  Taste segmentations

Some examples
•  Detergent
•  Showering
•  Face scanning
•  Communications

The water landscape
•  Differing water quality
•  Varying lather quantities
•  Observations and descriptions
•  Brief for R&D

Showering
•  Accurate recording
•  Time of day
•  Follow-up questions
•  Applies beyond showering

Body language
•  Expert panel does not talk about preference
•  New powerful face recognition software
•  Interesting results
•  Learning's for experts,
clients and R&D

Synesthesia
•  Cross-sensory metaphors
•  Fragrance – ideas, images, sounds, colours, situations,
people…
•  R&D briefing
•  Communication briefs

The power of senses
•  Think about the impact

•  http://youtu.be/q_WUAqZdse8
Ratatouille

Challenge
•  Watch and listen to this next video
•  Use all your senses – use your imagination
•  Think about how you can use any of this
•  Please share with others

Louis Armstrong
•  http://youtu.be/bhwrWDY7R-I

Expert View
Consumers expect even greater diversity, with fragrances
and flavors that correspond to their exact preferences. Individual
personality is increasingly moving into the spotlight.
At the same time, consolidation on the part of brand manufacturers
continues: Providers are becoming larger and increasingly
international. The Chinese market remains the main driver of growth
while countries in Southeast Asia and Latin America are also making
more of an impact. Economies of scale in production will bring greater
cost reductions. The real trick will be in giving the consumer the
impression of an individualized, personal product. This further
underscores the importance of the brand as a point of reference
for consumers Symrise 2011 Annual Report

Expert View
Consumers expect even greater diversity, with fragrances
and flavors that correspond to their exact preferences. Individual
personality is increasingly moving into the spotlight.
At the same time, consolidation on the part of brand manufacturers
continues. Providers are becoming larger and increasingly
international. The Chinese market remains the main driver of growth
while countries in Southeast Asia and Latin America are also making
more of an impact. Economies of scale in production will bring greater
cost reductions. The real trick will be in giving the consumer the
impression of an individualized, personal product. This further
underscores the importance of the brand as a point of reference
for consumers Symrise 2011 Annual Report

Summary
1.  The sensory research World is too reliant on
lab-based research. The real world is not a
laboratory.
2.  There have been many interesting advances in
the market research World in recent times –
and there will continue to be more.
3.  1 + 2 = lots of fun, inspiration and success
4.  Maybe there’s learning's for Qual too

Q & A
Sue York
NewMR
Dan Foreman
Insight International

Dan foreman qual - 2012

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