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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
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RapiTests for Sensory
Contact: Alexandre Khan @ One World Research (1WR)Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net
Sensory Box Installation Art by Superbien
R a p i T e s t sfor Sensory
Scope
Combines internet with in situ exposure of products Central Location (CL) based Uses either incentivized:
street intercept respondents screened “expert” consumers*
Adapted to different sensory evaluation methods Conducted in major cities of Europe and worldwide Can standardize approaches, questionnaires and
questions, to compare, transpose results, through data-mining and knowledge base (ExtenSights)
* Half way between assessors and consumers
R a p i T e s t sfor Sensory
Benefits
Fast: results are available when fieldwork is completed Quality of central location testing with supervisor
presence, and speed and advantages of internet research
Ability to show products, labels and other materials Available in most cities of Europe and the world (over
200 projects completed in 40 locations on all continents)
Flexible: probing further where needed, can sequence tests to screen out alternatives
Integrated project, questionnaire/questions in different languages, standardization
Cost effective
R a p i T e s t sfor Sensory
Questions RapiTests address
How is my product, variant liked, also when compared to other products? What are the key drivers of consumer liking?
Which formulation has a higher potential for launch? How can product formulation be improved?
Do consumers find my product different or similar to others? Why?
How do consumers describe its taste, characterizes its olfactory and/or taste dimensions, also in time during consumption or usage?
How can I plan and get more out of consumer tests and better understand opportunities for a given category (preference mapping) ?
How can I access results instantly, combining quantitative criteria with qualitative depth diagnostics
R a p i T e s t sfor Sensory
Methodology
Combining central location with the flexibility and speed of the internet offer many methodological possibilities.
Uses either P&P sequentially followed by data entry, PCs or CAPI (Android or iOS IPad)
RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements.
1WR has standardized questions for various sensory methods (see following Sensory method examples)
Planning is required for regular or continuous projects
R a p i T e s t sfor Sensory
Adapted methods for different needs, requirements (1/2)
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 descriptorsAnalysis: 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
Consumers + Expert
Consumers Panel
R a p i T e s t sfor Sensory
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
R a p i T e s t sfor Sensory
Adapted methods for different needs, requirements (2/2)
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
Consumers
Expert Consumers
Panel
Crunchy
Hard
Melt in mouth
STOP0 10
Dry
START
Gritty
Crispy
Brittle
Sticky
R a p i T e s t sfor Sensory
Sampling
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
Larger samples can be used to compare early adopters with more traditional consumers or screen various alternatives in a tie-break situation
Quotas are generally used on gender and ages, with some brand/product usage, and for panellists olfactory/gustative and articulate skills
Regarding screened “expert” consumers, some methods like TDS and QDA respectively require samples of 30 and 15.
R a p i T e s t sfor Sensory
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% Interval Confidence, upper case at (i.e. as above “B”) 95% IC.
BA
B
a
B
B
B
A
A
A
Analysis conducted in collaboration with
R a p i T e s t sfor Sensory
Norms, modelling & KB
1WR proposes to manage different RapiTests to:
Enable benchmarks of product tests, offering guidelines to help improve question formulation, questionnaire design and methods
Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking
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
extenSights
Free text objectives description
Validate, improve a wood scented fragrance
Free text target description
Male, teens, young adults, Europe, main cities, environmentally concerned, organic consumers
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Competitors
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Product stimuli: KulturKit.gif
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Vivacité(s) de Bach:
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Strategical fit: Generate insightsi.e. Consistency of information and materials
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R a p i T e s t sfor Sensory
Locations• ARGENTINA (AR): Buenos Aires,
Cordoba• AUSTRALIA (AU): Sydney, Canberra
and Brisbane • AUSTRIA (AT): Vienna• BELGIUM (BE): Brussels• BRAZIL (BR): São Paulo, Rio de Janeiro,
Salvador, Belo Horizonte, Fortaleza• CANADA (CA): Toronto , Ottawa,
Montreal• CHINA (CN): First tier cities: Beijing,
Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu
• DENMARK (DK): Copenhagen and Aarhus
• FRANCE (FR): Paris, Lyon, Bordeaux, Marseille
• FINLAND (FI): Helsinki• GERMANY (DE): Hamburg, Düsseldorf,
Cologne and Munich • GREECE (GR): Athens, Thessaloniki• INDIA (IN): Mumbai, Delhi, Kolkata,
Chennai• ISRAEL (IL): Tel Aviv• ITALY (IT): Milan, Rome
• JAPAN (JP): Tokyo and Osaka.• KOREA SOUTH (KR): Seoul, Pusan• MEXICO (MX): Mexico, Ecatepec,
Guadalajara • MOROCCO (MA): Marrakech• NORWAY (NO): Oslo• PHILIPPINES (PH) : Manila• POLAND (PL): Warsaw• PORTUGAL (PT): Lisbon, Porto,
Coimbra• RUSSIA (RU): Moscow, St Petersburg• SENEGAL (SN): Dakar• SPAIN (ES): Madrid, Barcelona,
Valencia• SWEDEN (SE): Stockholm, Goteborg
and Malmö• SWITZERLAND (CH): Geneva, Zurich• TURKEY (TR): Istanbul, Ankara• UAE (AE): Dubai• UK (UK): London, Birmingham, Bristol,
Glasgow• USA (US): Miami, New York, Chicago,
SF, Dallas
R a p i T e s t sfor Sensory
In-depth Qualitative Option
• Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices.
• For example on:• Likes/dislikes reasons and prompted understanding• Attribute support and explanations• Relevance, uniqueness, like diagnostic explanations• Tie-break explanations• Projective techniques
In depth diagnostics
R a p i T e s t sfor Sensory
Costs
Depend upon: • the incidence to recruit respondents (generally
between 50% to 30%)• the duration of the questionnaire (generally
between 15 min to 30 min)• the cities where tests are conducted• the necessity of special equipment (slide
projectors or film projectors)• the number of tests
Contact: Alexandre Khan @ One World Research (1WR)Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net