食品感官评价
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
❖ 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
➢ Overall Emotive Measures ➢ Fragrance Diagnostics ➢ Fragrance Characteristics ➢ Fragrance Communication
❖ Performance and End Benefit Issues ❖ Imagery and Safety Issues
Balanced Incomplete Block Designs (BIB) Sequential Monadic Large (K is typically 15-28)
Small (50≤N≤100/Fragrance)
Diagnose/Investigate
Types of Exploratory Studies
profile and provide direction Large
Balanced Incomplete Block (BIB) Design Small ➢ 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
Business Objective Research Objective Test Design
Products
Sample Size
Questionnaire Design
Derivation of Objective Exploration
Business Opportunity Learn
Inverse of a Confirmation Study
➢ 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
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
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.
Questionnaire Design:
Business Objective
Direction
Research Objective
Business Objective Research Objective Research Objective StuLeabharlann Baiduy Design Bus. & Res. Objectives Study Design
decisions.
A Consumer Centric Philosophy
Consumer Guided Creativity
BRING THE VOICE OF THE CONSUMER TO THE CREATIVE TEAM
The Consumer as a Partner in the Creative Development Process
➢ 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
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
development.
➢ Marketing Research is used more as a confirmation tool for your company
➢ Validation ➢ The consumer is "judge & jury“ for “Go/No Go” launch
➢ Overall Emotive Measures ➢ Fragrance Diagnostics ➢ Fragrance Characteristics ➢ Fragrance Communication
❖ Performance and End Benefit Issues ❖ Imagery and Safety Issues
Balanced Incomplete Block Designs (BIB) Sequential Monadic Large (K is typically 15-28)
Small (50≤N≤100/Fragrance)
Diagnose/Investigate
Types of Exploratory Studies
profile and provide direction Large
Balanced Incomplete Block (BIB) Design Small ➢ 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
Business Objective Research Objective Test Design
Products
Sample Size
Questionnaire Design
Derivation of Objective Exploration
Business Opportunity Learn
Inverse of a Confirmation Study
➢ 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
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
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.
Questionnaire Design:
Business Objective
Direction
Research Objective
Business Objective Research Objective Research Objective StuLeabharlann Baiduy Design Bus. & Res. Objectives Study Design
decisions.
A Consumer Centric Philosophy
Consumer Guided Creativity
BRING THE VOICE OF THE CONSUMER TO THE CREATIVE TEAM
The Consumer as a Partner in the Creative Development Process
➢ 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
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