Döhler Sensory & Consumer Science 2014

Transcription

1 Döhler Sensory & Consumer Science 2014

2 Döhler Sensory & Consumer Science Multi Sensory Consulting We give clear recommendations of how to optimize the sensory product performance 2

3 Döhler Sensory & Consumer Science Sensory Science: Expert panels for objective perception and measurement Consumer Science: Evaluation of consumer acceptance and emotions before, during and after consumption Independent professional provider of consumer testing & sensory services 3

4 Döhler Sensory & Consumer Science Our Solution Portfolio Sensory Science Consumer Science Training, Seminare & Support 4

5 Differentiation of objective and subjective sensory tests Sensory Science Consumer Science Objective assessment of intensities of sensory product characteristics Solely trained sensory experts based on DIN Accomplishment only under standardized conditions in a sensory lab Subjective assessment of individual judgments / likings (affective) Solely untrained consumers of the proposed target group Accomplishment on different locations 5

6 Profound Sensory & Consumer Insights Sensory & Consumer Specialist Independent provider of sensory science and consumer testing More than 100 trained sensory experts >100 Sensory Experts own consumer panel with participants studies with consumers Diverse Sensory Expert Panels (juice, beer, energy, beer mix, ) Member of: Sensory profiles of 600 products Consumer results of products Comittee Sensory Analysis within 20 categories sensory seminars with participants within 28 categories 6

7 0 Profound Sensory & Consumer Insights Sensory & Consumer Specialist sweet bitter cacao Own network with fielding partners for worldwide consumer research earthy roasted earthy cacao Deep understanding of all Sensory & Marketing related questions in the entire field of beverages hardness sticky nutty sensory profiles clear recommendations sensory experts Highly practice orientated own research tools product and concept tests sensory cabins focus groups vox pops flavour references 7

8 Döhler Sensory & Consumer Science Solution Portfolio Sensory Science Consumer Science Our Sensory Toolbox Sensory Profiling (QDA) Consens-Profiling Discrimination Tests Sensory Quality Assurance Product- und Packagingtests (incl. Handlingtests) Combined Product & Concepttests (expectation/experience) Sensory Emotional Profiling Drinkability-Tests Online-Tests Focus groups Home-use-tests 8

9 Döhler Sensory & Consumer Science Solution Portfolio The fish must like the bait (not the angler). 9

10 We give valid answers related to your research questions A selection of potential research questions: Research-Question Sensory Toolbox How are products accepted by the relevant target group tested in comparison with relevant benchmark products? Are there significant differences? Which sensory areas (e.g. appearance, taste, odour) need to be optimized to gain successful products? How good do products fulfill the expectations raised by the concept? How good is the product concept fit? What opportunities in the market are there for new or modified products compared to relevant benchmarks? Sensory Consumer Science Tests How does the product that is ideal for my target group has to taste? Which acceptance levels can be reached? What are the concrete optimization measures that can result in noticeable increase of acceptance? Combined Sensory & Consumer Science Tests How are different products perceived by human senses? How do they differentiate compared to benchmark products? How does the sensory perception change in the course of shelf life how does the product age? Sensory Science Tests 10

11 Döhler Sensory & Consumer Science Our Solution Portfolio Sensory Science Consumer Science Training, Seminare & Support 11

12 Consumer Science: Example: Combined Product- and Concept-Test Objective: Evaluation of the promising product variety with the highest sensory acceptance level that at the same time has the best fit regarding the given concept. Example X Y Z??? Key Question: How good do products fulfill the expectations raised by the concept? How good is the product concept fit? Ideal Concept & Product Fit 12

13 Combined Product- and Concept-Test Testdesign in two steps 1 Before tasting the products, consumers receive a realistic packaging / concept to put them in the right mood before tasting the products. Packaging and concept evaluation Example + Concept 2 The evaluation of the sensory acceptance takes place realistically based on the previous shown concept - respectively in comparison and context to the expectations Sensory acceptance evaluation after tasting the product Variety X Variety Y Variety Z * Products will be given in balanced order to avoid order effects As a result you will receive reliable and realistical information how the different product varieties perform in the interaction of concept, packaging and sensory experience. In this context the consumer acceptance indirectly refers to the coherence of the concept, the corresponding expectations and the final product experience. 13

14 Combined Product- and Concept-Test Example for overall liking How do you like this product overall? (9-point hedonic scale / mean value) Product X X C 5,9 Product Y Produkt Y A 7,2 Product Z Produkt Z B,C 6, dislike very much neither like nor dislike like very much

15 Completely disagree Combined Product- and Concept-Test Example: Expectation and product experience How much do you agree to the following statements? (Mean value) is certainly not so sweet tastes certainly fresh and fruity Expectation before tasting has certainly a distinguish sour taste has certainly an intensive fruit taste has certainly a very natural fruit taste Completely agree tastes certainly like every other low calorie beverage is certainly a good alternative compared to other low calorie beverage Erwartung. Expecatation vor before Verkostung tasting Bewertung nach Verkostung

16 Completely disagree Combined Product- and Concept-Test Example: Expectation and product experience How much do you agree to the following statements? (Mean value) is certainly not so sweet tastes certainly fresh and fruity Produkt X has certainly a distinguish sour taste has certainly an intensive fruit taste has certainly a very natural fruit taste Completely agree tastes certainly like every other low calorie beverage is certainly a good alternative compared to other low calorie beverage Erwartung. Expectation.before vor Verkostung tasting Bewertung Judgment after nach tasting Verkostung

17 Completely disagree Combined Product- and Concept-Test Example: Expectation and product experience How much do you agree to the following statements? (Mean value) is certainly not so sweet tastes certainly fresh and fruity Produkt Y has certainly a distinguish sour taste has certainly an intensive fruit taste has certainly a very natural fruit taste Completelybagree tastes certainly like every other low calorie beverage 17 is certainly a good alternative compared to other low calorie beverage Expectations before tasting Judgment after tasting

18 Combined Product and Concept test Expectation fulfillment How good are your expectations fulfilled concerning the product you have just tasted? (5-point-sacle 1= clearly worse than expected, 5= much better than expected) clearly worse than expected slightly worse than expected Just like expected slightly better than expected much better than expected Expectations confirmed / exceeded Product X Produkt X 18,0% 30,0% 26,5% 20,00% 5,5% 52,0% Produkt Y 5,5% 19,5% 36,0% 27,0% 12,0% 75,0% Product Y Product Z 10,0% 28,0% 30,0% 22,5% 9,5% 62,0% 18

19 Döhler Sensory & Consumer Science Why should you cooperate with Döhler Sensory & Consumer Science? We speak the language of our own R&D thus required optimization actions directly flow into new recipes Year-long experience in accomplishment and organization of several international sensory consumer tests Renowned and profound expertise for sensory product science throughout the entire field of beverages Application of scientific validated methods in the field of sensory consumer science Extensive data base with sensory acceptance data for products within 28 categories as a foundation for Sensory Benchmarking 19

20 Döhler Sensory & Consumer Science How can we help you? Independent provider of consumer testing & sensory science Identification of concrete recipe actions we speak the language of R&D Application of scientifically approved research tools Decades of deep understanding and experience in the field of beverages 20

21 Döhler Sensory & Consumer Science Please contact: Olaf Biedekarken Head of Sensory & Consumer Science Tel olaf.biedekarken@doehler.com DÖHLERGROUP Sensory & Consumer Science Riedstrasse Darmstadt 21 21