Emotional Connections: A Key to New Food Product Success

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Emotional Connections: A Key to New Food Product Success

Presented to during the

July 2013 Chicken Marketing Seminar

2013, Idaho

By Jacqueline Beckley

The Understanding & Insight Group LLC

Who Jacqueline is…..

U&I Group LLC Copyright 2013

Fellow Institute of Food Technologist

Written, spoken, taught in the area of innovation, product development, elements of compelling product design

MBA, degrees in Food Science, Nutrition, minor Sociology. Worked for Amoco (BP), Quaker (PepsiCo), P&K, Nabisco (Kraft)

Logs over 900 hours of consumer listening a year; since 1999 = over 20,000 hrs. of listening

Has been deliberately understanding the role of emotion as it relates to new product success – in all product design areas

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Goals

Layout a rationale for the incorporation of emotion in your New Food Product Success planning

Provide you with some examples of effective emotion understanding, from my point of view

Give you some “food for thought” regarding what to expect when you utilize emotion

U&I Group LLC Copyright 2013 3

Why worry about having an emotional connection?


What does emotion do for us?


Can’t help ourselves?


There are reliable elements


And let’s not forget…


Definition: Emotion: Includes the human experiences of

anger, fear, sadness, joy, contentment, and

courage....

... basic sensations such as pleasure and

pain

.... drive states (studied by experimental

psychologists) like hunger and thirst


A very brief overview of why emotion

Darwin: “Expressions of Emotions in Man and Animal”

William James & Carl Lange (1880’s): Premise – physiological arousal instigates the experience of a specific emotion. Physiology (bodily) response is primary, emotion is then experienced when the brain reacts to the information received

Walter Cannon (1927) and Philip Bard: physiological changes occur because of emotions; thereby contradicting James+Lange

By 2002 – ‘hard to disprove’ James+Lange

Today – the volume of neuroscience & brain imaging would say…..yes, we believe viscera over psychology…..yet…..??TBD


The world of emotion research

There are multiple philosophies on how to measure emotion relative to products

“You know it when you see it” - Pragmatics

Generally followed by statements like…..”I love it!”

“Anything worth understanding should be measured” – Metricians

2DES

PrEmo

Self assessment

Differentiated emotion scale

Geneva Emotion Wheel


EMO

FaceReader

Feeltrance

PAD Emotion Scales

Emoscope

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One example of 10 emotions that can be related to product design


From Product Innovation Toolbox, Desmet/Schifferstein used the following example:

Satisfaction

Pleasant surprise

Fascination

Amusement

Boredom

Desire

Contempt

Dissatisfaction

Disgust

Unpleasant surprise

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Evolution since 1999


OUR WORLD…..TODAY Supply…..to Demand ….to…..

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Industrial Revolution

Demand Economy

RELATIONSHIP Economy

200 years changed the

world

10 – 15 years changed our

economy

Started around 2010,

will change everything!

Product is everything Beyond need, best if I want it!

Real relationships are everything Trustworthy or nothing

Anticipate, stay the course

Supply was everything Large, low cost work force

Rules and hierarchy

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My journey, our journey

How important is emotion to…..food craving, shopping, fears…..whatever?


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It! Studies

Understanding the

Experience

Crave It! Understanding highly desirable foods and beverages Drink It! Complete beverage understanding Buy It! Understanding the shopping experience Healthy You! Attributes of healthy foods Protect It! Understanding forms of insurance and their properties Give It! Understanding charitable gift giving behaviors mine. Understanding indulgent purchases Deal With It! Understanding anxiety producing situations It!s Convenient Understanding the on-the-go experience


Understanding Craveability

from a broad perspective

Meats Bacon BBQ Ribs Chicken Hamburgers Hot Dog Shellfish Steak

Desserts Cheesecake Chocolate Candy Ice Cream Fresh Fruit

Snacks Cheese Cheese Snacks Crackers Nuts Pretzels Potato Chips Tortilla Chips

Entrees Pizza Salad Tacos

Breakfast Coffee Cinnamon Rolls Donuts

Side Dishes Bread French Fries Gravy Vegetables U&I Group LLC Copyright 2013

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Origins of the thinking

Crave-it!™

Created in 2001 as a collaboration with Dr. Howard Moskowitz using the his companies ASP – Ideamap.net supplied by i-Novation

Origin: if we want to make better for you foods craveable, what do craveable foods really “look” like?

Also…..how is emotion related to craveable? How similar are people and food products emotionally? Is ‘mood’ different from emotion?


Crave It!™ Ahha #1 Took a ultra-high level technology to go beyond folk lore

and mythology around cravings (“women like chocolate more than men”….NO!)

Did a structured approach so that the data was available as individual products all the way to meta analysis. The level of sophisticated statistical analysis was beyond impressive

Had “silos” for products and attributes, situations, emotions, and brands

During the meta analysis we saw something interesting….

When TASTE, attribute was removed from the equation we saw something break by gender

Men’s secondary drivers of craving were appearance and smell

Women’s was texture


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Overall Craveability – Meats Only

0

10

20

30

40

50

60

70

Steak BBQ Ribs Shellfish Bacon Chicken Hamburger Meatloaf Hot Dogs

Avg E1-E9

Constant


Emotion should play a role for chicken

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Crave It!™ Ahha #2

Over time (2001 to present) three major mindsets evolved to FOUR

From – Classic, Variety seeker, Imaginer

To – all of the above AND Health Alternative

Classic and Imaginer – about equal, Variety seeker higher, Healthy Alternative growing and taking share from each group


Mindsets mattered for emotion and choice

Classics are about the traditional –

roasted, grilled or

……fried!


Variety seekers…..well they like variety!

Not all variety seekers are into hot/spicy chicken but ….this is the group you find them in!


Imaginers, it is maybe not even the chicken!

It could be Zaxby’s sauces …..or not….and they get really emotional


PS – if time – we have new understanding here

And healthy alternatives….!

Nice roasted chicken…..or maybe

a wrap or salad


Ante is ….Liking and Preference

Food preference has been shown to be based on a variety of factors, including taste, texture, and aroma with each being a driver for food rejection


What do Consumer’s Crave and how might I get my business/product there?

Source: Technomic Consumer Brand Metrics (Q2 2012-Q1 2013)


Bloomberg BusinessWeek, July

8, 2013

Audits like this get you to the count of the ingredients … yet

The emotional dots are still not connected

From this list, how to we get to happy and/or energetic?


Theoretical Value Map for Fresh Chicken

Trust Authentic

Love

I get the best For me and my family

Its Fresh

Purchase and

Freeze

Hi Quality

Versatile

My Meal always turns

out right

I get the best I can afford

Pink is healthy

Personal Store

Contact

It’s a healthy meal

Locally Grown

Flavor varieties for everyone in my family

Its Juicy/ Texture

Its available where I shop

Color Blemishes Fat Skin Aroma Packaging Ease of

Use Pricing Brand

Weight/

Quantity Occasion

Muscle

Skin

Liquid

Trim Feathers Color

Globs Trims

Prep Time Clean Up Time

Every day Special Number of

Size

Count

Symmetry

Flavor

As Is Injected Added Sauce / Marinade

It’s an alternative

to beef I get value

For my money

Its Never Frozen

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Theoretical Value Map for Fresh Chicken

Trust Authentic Love

I get the best for me and my family

Its Fresh

Purchase and

Freeze

Hi Quality

Versatile

My Meal always turns

out right

I get the best I can afford

Pink is healthy

Personal Store

Contact

It’s a healthy meal

Locally Grown

Flavor varieties for everyone in my family

Its Juicy/ Texture

Its available where I shop

Color

Blemishes Fat Skin

Aroma Packaging Ease of

Use Pricing Brand

Weight/ Quantity

Occasion

Muscle Skin Liquid

Trim

Feathers

Color

Moist

Globs Trims

Prep Time Clean Up Time

Every day Special Number of

Size Count Symmetry

Flavor

It’s an alternative

to beef I get value

for my money

Its Never Frozen

Appearance Uniformity

Its available In the amount I want/need

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So what does this mean to me about chicken?


Chicken…the nearly perfect emotional foundation

Ubiquity

Health

Cost

Properties:

Look

Taste

Texture


The equation:

Subtle + Versatile = nearly perfect meat protein

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How to get emotion and numnum


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Choice matters…..for emotion


Chicken plus seasonings…..numnum

· Chicken thighs - 1-2 pounds, skin removed

· Dijon mustard - 1/2 cup

· Maple syrup - 1/4 cup

· Rice/rice wine vinegar - 1 tablespoon

· Salt and pepper

Preheat your oven to 450ºF. Then, mix together 1/2 cup of Dijon mustard, 1/4 cup of maple syrup, and 1 tablespoon of rice/rice wine vinegar.

Put a 1.5 pound package of chicken thighs into a foil-lined, oven-proof baking dish. Then, salt and pepper the thighs. Pour your maple mustard mixture over them, turning the thighs in the mixture so they are fully coated.

Put the chicken thighs into the oven, and let them bake for 40 minutes or until a meat thermometer reads 165ºF. Baste the tops of the chicken with more sauce half way through. Let the chicken rest for 5 minutes before serving. Plate the chicken, making sure to spoon some extra sauce over the top.


Consider Scheherazade


What have you learned?

1. Emotion for product design can come from a

number of places and in a number of ways

2. There is not one emotion. Rather one needs

to figure out the focus (positioning, person, product)

3. You can be simple and narrative based in

your execution or numerically driven

4. Elements of the design matter. They evolve


Emotional Connections: A Key to New Food Product Success

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