Pictures in consumer research in...ful in capturing consumer preference towards a given product. The...
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Based on the selected photos and the related description of associa- tions, roasts of the cross-breed “ID” received most positive associa- tions while “DLY” received the most negative associations. Danish Meat Research Institute , DK-4000 Roskilde, www.DMRI.com Introduction In the search of new sensory methods for con- sumer research, pictures reflecting certain moods, e.g. mood boards, have proved use- ful in capturing consumer preference towards a given product. The question is: can consum- ers themselves generate associations using pictures? This was tested by a group of young consumers who tasted and evaluated the eat- ing quality of traditionally cooked Danish pork roasts with cracklings from pigs of five different cross-breeds. Materials and Methods The pool of pictures were initially selected based on a brain storm, starting with 45 photos, fol- lowed by a test session removing the photos that no one could associate with or that imme- diate gave the same association. The final set of pictures consisted of 34 photos reflecting as much variation as possible. Pork roasts from pigs of five different cross- breeds (DLY, ID, ILY, MD and MLY) were cooked in an oven, and the young consumers (n=19, aged between 17 and 20) tasted one slice of each of the two types of roasts with cracklings. The consumers each had a set of selected pic- tures. Typically they tasted the meat and crack- ling and started searching for the picture by which they associated the taste. They had to choose only one picture per roast and describe their association with the selected picture in a few words. Conclusion Pictures generated different and very useful associations in terms of describing the experienced eating quality of pork roasts. Based on the described associations it was also possible to interpret consumer preferences. Results Photos used for ID (best liked) Photos used for DLY (least liked) Interestingly, the photo of an older man cooking meat balls was fre- quently used, but this photo induced different associations related to the different cross-breeds. DLY: dry, old and traditional, boring, not appetizing MD: Classic, simple, safe, home-made, good, reminds me of my grandparents, dry MLY: dry, old fashion, boring ID: familiar, tastes like my grandmothers cooking Presenting author Lene Meinert Phone: +45 7220 2667 Email: [email protected] Pictures in consumer research Lene Meinert and Margit D. Aaslyng Danish Meat Trade College
Transcript of Pictures in consumer research in...ful in capturing consumer preference towards a given product. The...
Based on the selected photos and the related description of associa-tions, roasts of the cross-breed “ID” received most positive associa-tions while “DLY” received the most negative associations.
Danish Meat Research Institute , DK-4000 Roskilde, www.DMRI.com
IntroductionIn the search of new sensory methods for con-sumer research, pictures reflecting certain moods, e.g. mood boards, have proved use-ful in capturing consumer preference towards a given product. The question is: can consum-ers themselves generate associations using pictures? This was tested by a group of young consumers who tasted and evaluated the eat-ing quality of traditionally cooked Danish pork roasts with cracklings from pigs of five different cross-breeds.
Materials and MethodsThe pool of pictures were initially selected based on a brain storm, starting with 45 photos, fol-lowed by a test session removing the photos that no one could associate with or that imme-diate gave the same association. The final set of pictures consisted of 34 photos reflecting as much variation as possible.
Pork roasts from pigs of five different cross-breeds (DLY, ID, ILY, MD and MLY) were cooked in an oven, and the young consumers (n=19, aged between 17 and 20) tasted one slice of each of the two types of roasts with cracklings.
The consumers each had a set of selected pic-tures. Typically they tasted the meat and crack-ling and started searching for the picture by which they associated the taste. They had to choose only one picture per roast and describe their association with the selected picture in a few words.
ConclusionPictures generated different and very useful associations in terms of describing the experienced eating quality
of pork roasts. Based on the described associations it was
also possible to interpret consumer preferences.
Results
Photos used for ID (best liked) Photos used for DLY (least liked)
Interestingly, the photo of an older man cooking meat balls was fre-quently used, but this photo induced different associations related to the different cross-breeds.
DLY: dry, old and traditional, boring, not appetizingMD: Classic, simple, safe, home-made, good, reminds me of my grandparents, dryMLY: dry, old fashion, boringID: familiar, tastes like my grandmothers cooking
Presenting author Lene Meinert
Phone: +45 7220 2667
Email: [email protected]
Pictures in consumer researchLene Meinert and Margit D. Aaslyng
Danish Meat Trade College
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