Vineland Seminar On Consumer Insight Dept
-
Upload
vineland-research-and-innovation-centre -
Category
Self Improvement
-
view
314 -
download
1
Transcript of Vineland Seminar On Consumer Insight Dept
![Page 1: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/1.jpg)
Experimenting with the Senses
© 2009 Vineland Research and Innovation Centre
Isabelle LesschaeveVineland campus seminar May 6 2010
![Page 2: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/2.jpg)
Product= Extrinsic + Intrinsic attributes
Extrinsic: presentation, brand/variety name, information, price, etc.
Intrinsic: appearance, smell, texture, taste, nutritional benefits
![Page 3: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/3.jpg)
Deliza and MacFie, JSens Stud 11,103, 1996
Information and Experience
Product: label, package, ads,
price
Expectations
raisedPrior Expectations Expectations
lowered
Expectationshighlow
acceptancerejection
Shopping 101
![Page 4: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/4.jpg)
Product Use
Sensory properties
Confirmation or disconfirmation of expectations
Positive Negative
selection
Repeated Use Rejection
Model for Illustrating the effects of expectations on product selectionand evaluation. Deliza and MacFie, JSens Stud 11,103, 1996
![Page 5: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/5.jpg)
Our Research Focus
• Understand factors affecting consumer interest, purchase and repeated use– Non sensory
– Sensory
![Page 6: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/6.jpg)
Methods
• Measure consumers’ hedonic responses
• Measure sensory attributes
• 2 “instruments”– Consumer panel
– Trained sensory panel
![Page 7: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/7.jpg)
What is a sensory panel?
• A group of individuals, selected and trained to perform sensory tasks
![Page 8: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/8.jpg)
Why do we need a sensory panel?
• Large variation in sensory acuity among individuals– Sensory detectors need to cover a large spectrum
of sensations and have a normal detection threshold
• Ability to describe perceptions
• Being available
• Not involved in the companyScreening
![Page 9: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/9.jpg)
Sensory panel
• At the end of the training:– Panellists are not naïve consumers anymore
– They are calibrated to provide objective, accurate and repeatable measurements
– Panel is similar to a high tech analytical tool
![Page 10: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/10.jpg)
Sensory Panel’s roles
• Determine if products are perceived as being different:– Variety comparison
– Wines produced using different process
– Produce with different nutritional content
• If there is a difference:– How big is it? On which attributes?
![Page 11: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/11.jpg)
Sensory practices
![Page 12: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/12.jpg)
Vineland panel
• Vinelanders are invited to participate to short sessions– Difference tests
– Pilot test questionnaires for consumer tests
385 279 897
![Page 13: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/13.jpg)
Consumer panel
• Vineland database– N=300+
– Active panel recruitmentin Niagara and Ontario
• On-line panel of 3rd parties
• Objective by 2012: – Vineland database include representative samples
of Canadian hort consumers
![Page 14: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/14.jpg)
Sensory preference
1 10
1112
14
16
18
3
5
6
7
9
-20
-15
-10
-5
0
5
10
15
-25 -20 -15 -10 -5 0 5 10 15 20
F2 (1
2.27
%)
F1 (35.91 %)
Observations (axes F1 and F2: 48.18 %)
Liking
77%14%
9%
Smooth
Sweet
Lychee
Floral
Petroleum
Peas Pepper
Oak
Burning
![Page 15: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/15.jpg)
IdeaMap: Concept testing
How likely are you to CHOOSE this product? on a 9 point scale: 1 = Not at all likely ... 9 = Very Likely
How much would you SPEND on this product (per pound)? on a 5 point scale: 1= $1.50 or less 2 = $1.51 - $3.00 3 = $3.01 - $4.50 4 = $4.51 - $6.00 5 = $6.01+
© 2010 Vineland Research and Innovation Centre
![Page 16: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/16.jpg)
Role of consumer panel
• In-store test
![Page 17: Vineland Seminar On Consumer Insight Dept](https://reader033.fdocuments.in/reader033/viewer/2022052602/55a105541a28abfe078b47de/html5/thumbnails/17.jpg)
© 2009 Vineland Research and Innovation Centre