Introduction Skin Sensory Analysis And Consumer Testing

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Here is an introduction to our capabilities to evaluate personal care products.

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Introduction Skin Sensory Analysis And Consumer Testing

  1. 1. Introducing 21st Sensory SkinSensory™ Analysis and Consumer Research Kathleen Pillsbury Rutledge President/CEO kprutledge@21stSensory.com www.21stSensory.com 918 333 1011 1
  2. 2. 21st Sensory has become the preferred contract sensory testing provider for nearly 200 companies manufacturing personal care products, foods, beverages (including alcoholic), OTC pharmaceuticals, polymers. Our facility features multiple panel and consumer testing rooms, the personal care testing suite equipped with temperature controlled sinks and showers, commercial and domestic kitchens, internet access to observe panels in session and more. 2
  3. 3. Site Features • Personal care testing suite with 6 sinks and 4 showers for descriptive and consumer product studies • 30 expert panelists with 2 – 18 years’ experience • Consumer and expert panel testing rooms with live remote internet observation for tests in progress • Pre recruited consumers from global companies, industry, universities, health care, and other and community groups. • Highly motivated consumer participants with exceptional retention rate in long term studies (for example, 95%< over 8 week home use study). 3
  4. 4. Who we are We are a company focused solely on product and consumer research by applying established and developing innovative sensory testing methods. We strive to be the best at what we do. We hire intelligent, curious and obsessively detailed professionals and staff. Our descriptive panelists undergo months of training. The consumers that participate in studies are carefully prerecruited to match target customers. 4
  5. 5. The Sensory Tool Box Objective! Objective! Objective! To design your test, our first question is “what is it you need to know?” Analytical (Expert) Subjective Trained or Semi Trained Untrained and Naive Consumers Measure the attributes of the Test the Subject’s response to the product itself product •Discrimination •Sensory Descriptive Analysis can consumers detect a Identify, define and measure difference product characteristics by •Acceptance/Preference standardized methods how much does consumer like •Discrimination Testing or prefer products Difference, Similarity, Multiple Paired Comparisons 5
  6. 6. Sensory Descriptive Analysis Descriptive analysis provides detailed analytical data that precisely identifies and measures all of the perceived sensory attributes of products. This is sometimes referred to as a sensory “fingerprint.” In other words, we describe perceived sensory characteristics in detail and provide accurate measures of each of the attribute intensities. 6
  7. 7. Sensory Descriptive Analysis Using descriptive analysis, we become your product's “experts” providing base line “fingerprints” of how products taste, smell, look, feel or sound. Sensory data provides a means of objectively measuring the impact of formulation changes, storage, packaging, abuse, different processes, and suppliers. Sensory data is used to compare products to competitors and over time. 7
  8. 8. Using “Universal” scales 21st Sensory Descriptive Analysis methodology is based on using what are referred to as “universal” scales. These scales are to sensory testing what rulers, meters, and other devices are to measuring weights, distance, sound etc. Universal scales are widely accepted industry standards. Universal scales are relational. This allows the intensity of unrelated attributes to be compared to one another using the same scales. Similar concepts apply to measuring sound in decibels. The intensity of a bird’s song can be compared to the sound intensity of an engine even though they are unrelated. 8
  9. 9. SkinSensory™ Panel 9
  10. 10. Panelists = calibrated instruments • After a lengthy selection process, panelists train 150 hours minimum before joining regular panels as sensory interns for 50 hours. Data are closely monitored • Hundreds of hours of experience result in panelists becoming masters of sensory analysis resulting in quick project turn around due to brief learning curves with accuracy and reliability 10
  11. 11. Temperature and Humidity Monitored Washing Protocol 11
  12. 12. Example: Spreadability While panelists are conducting a study, they review references that represent anchors on the 10 point line scale. Lanolin which is not very spreadable represents a 0.5 on the scale while Vaseline Intensive Care lotion represents a 7.0. 12
  13. 13. Marking the test site Measuring Baseline Gloss Checking a reference 13
  14. 14. Example: Smoothness Scale To measure this attribute, the panelist lightly slides her fingertips across the test site (i.e, forearm) and then checks the references to determine the degree of smoothness. 14
  15. 15. 100 beats per minute Balloting Aroma 15
  16. 16. You have many options, no cookie cutters here! • Every project is custom designed to answer your questions and to meet your needs. • The number of panelists can range from 3 to 12. You decide based on your objectives, budget, and how the data will be applied. • We can assess all product characteristics or just focus on the those that matter to you. • Ask us to custom develop protocols and test methods for your unique product– we love the challenge of working with new products and concepts! 16
  17. 17. Consumer Tests • Hedonic • Preference/Ranking • Discrimination • Focus Groups, • Standing Consumer Advisory Groups • Ethnography (Behavior and Context) • Journaling • Home Use Testing 17
  18. 18. Consumer Testing Timeline • Prefer () 3 week scheduling in advance. • Week before test: – Pre-screener and ballot completed week before test – Pre-screeners are broadcast by email to a database of local residents that includes two universities, a career tech, employees of global companies that include Schlumberger, Siemens, ConocoPhillips, 35 fund raising organizations, and many civic groups. – Prequalified consumers called, qualified further, scheduled for test • Week of Test – Ballots scanned day after test – Topline tables emailed within 48 hours after test completed • Final report with tables and findings usually sent 10 days after testing completed. 18
  19. 19. Putting all the pieces together 19
  20. 20. Skin Stickiness ratings after applying lotion Consumers rated Sample S a 6.0 Consumers rated Sample N on 9 point hedonic scale indicating at 2.9 on the hedonic scale they liked the degree of skin indicating they didn’t like how stickiness after applying this lotion. sticky the skin felt after (1 = dislike extremely, 9 = liked applying this lotion.. extremely) 20
  21. 21. Plotting the two sets of data This table plots the consumer and sensory panel data. The data demonstrate an inverse relationship in that the lower the panel measure of stickiness, the higher the consumers degree of acceptance. The vertical axis is the consumer hedonic ratings. The scale goes from 1 (dislike extremely) to 9 (like extremely) 21
  22. 22. SkinSensory™ data are used in advertising claims substantiation “Drier” “Lighter than other leading moisturizers” “No powdery residue” “Fresh, powder residue” “Improved, less sticky feel” 22
  23. 23. Other services we offer: • Extended Home Use Testing projects with meticulous oversight • In house training food, beverage, personal care product assessment • Custom developed training modules, lexicons and references for company internal panels • Collaborating with respected sensory statisticians and other sensory testing groups to produce preference mapping studies across US • Integration of descriptive data and consumer opinions to establish scaled ranges of consumer acceptability for specific product characteristics 23
  24. 24. For more information • www.21stSensory.com • KPRutledge@21stSensory.com • BettySapp@21stSensory.com A sample report will be emailed on request. • Call 918 333 1011

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