sensory attributes, product development and the importance of delivering what consumers expect

RADARINSIGHT.COM.AU

- KEVIN O’REILLY -

THE IMPORTANCE OF DELIVERING WHAT CONSUMERS EXPECT.

PRODUCT DEVELOPMENT &SENSORY ATTRIBUTES,

KEVIN O’REILLY RADARINSIGHT.COM.AU

If I EVER HAD MY OWN BASKETBALL CARD...

KEVIN O’REILLY RADARINSIGHT.COM.AU

I BELIEVE MOST BRANDS DON’T Know WHY CONSUMERS LOVE THEIR PRODUCTS.

KEVIN O’REILLY RADARINSIGHT.COM.AU

BUT WHAT IF WE KNEW

WHAT CONSUMERS LOVED, AND

WHAT THEY EXPECTED OF OUR PRODUCT?

KEVIN O’REILLY RADARINSIGHT.COM.AU

WE COULD USE THIS KNOWLEDGE.

!

KNOWING WHAT A CONSUMER EXPECTS

ENABLES US TO...

KEVIN O’REILLY RADARINSIGHT.COM.AU

deliver it WHEN launching NEW products

Monitor IT AS IT CHANGES OVER TIME

KEVIN O’REILLY RADARINSIGHT.COM.AU

PROTECT IT WHEN REFORMULATING

KEVIN O’REILLY RADARINSIGHT.COM.AU

ENSURE YOUR QUALITY TEAM Monitors IT

KEVIN O’REILLY RADARINSIGHT.COM.AU

TALK ABOUT IT

OK, but how can we find this out?

KEVIN O’REILLY RADARINSIGHT.COM.AU

My Advice…

KEVIN O’REILLY RADARINSIGHT.COM.AU

START WITH the data you have:

- Consumer Complaints

- Past RESEARCH

- TRAINED PANEL DATA

- AnD if You’re still not sure…

ASK.

KEVIN O’REILLY RADARINSIGHT.COM.AU

Awesome! Show us how.

KEVIN O’REILLY RADARINSIGHT.COM.AU

Decide what product to Evaluate(For today I have chosen muffins)

Step 1.

KEVIN O’REILLY RADARINSIGHT.COM.AU

WHAT Information do you

already have?

Step 2.

Consumer Complaints

Trained Panel Data

Past Research

Social Media Impressions

KEVIN O’REILLY RADARINSIGHT.COM.AU

Consumer Complaints

Trained Panel Data

Review the consumer contacts for your product over the last 24 months. !If consumers tell you an attribute is awry, there is a good chance it will affect liking. !“Colour of batter seems too dark”

Past Research

Social Media Impressions

WHAT Information do you

already have?

Step 2.

KEVIN O’REILLY RADARINSIGHT.COM.AU

Consumer Complaints

Trained Panel Data

Trained panel data shows attribute intensities within a product. !Flavours or textures perceived by trained panel as most intense will be perceived as most intense by consumers. !“Sweet with Vanilla flavour”

Past Research

Social Media Impressions

WHAT Information do you

already have?

Step 2.

KEVIN O’REILLY RADARINSIGHT.COM.AU

Consumer Complaints

Trained Panel Data

Past Research

Past research may reveal the Drivers of Liking when the product was first launched. !Consumers return to buy the same products, expecting the same qualities - so give it to them. !“A moist texture is important”

Social Media Impressions

WHAT Information do you

already have?

Step 2.

KEVIN O’REILLY RADARINSIGHT.COM.AU

Consumer Complaints

Trained Panel Data

Social Media Impressions

Past Research

Step 2. WHAT Information do you

already have?

KEVIN O’REILLY RADARINSIGHT.COM.AU

No Data? No Problems...

Ask your consumers

KEVIN O’REILLY RADARINSIGHT.COM.AU

Fill a room with 6-8 Current Users or Target Consumers. !Share your idea as a concept. !Ask what product expectations this creates. !Listen to the conversation !Let them taste your product/prototypes. !Discuss & define specific attributes (and ranges)

TALK IT THROUGHStep 3.

KEVIN O’REILLY RADARINSIGHT.COM.AU

It’s Gotta have a thin

brown crust on top

I prefer a soft texture, that

doesn’t take too much chewing

Just make it Sweet!

I like A SUBTLE Vanilla

Flavour

Pale yellow inside Please!

I don’t like when the product feels stale after a day

KEVIN O’REILLY RADARINSIGHT.COM.AU

Decide what makes senseStep 4.

Gather your learnings and research findings !Consider them all with a cross functional team !Discard any you can’t define, can’t measure, or don’t resonate !Define and group attributes as Appearance, Flavour or Texture !Share with your wider team to make sure they are relevant

KEVIN O’REILLY RADARINSIGHT.COM.AU

THE AGREED AttributesStep 5.

Appearance

Flavour

Texture

KEVIN O’REILLY RADARINSIGHT.COM.AU

Appearance

Flavour

Texture

Pale Yellow Batter The uncooked batter should be pale yellow, similar to Flora margarine. !Golden Brown Top Once cooked, the top of the muffin should be light brown, the colour of a Kellogg's corn flake

Vanilla Intensity Having the flavour taste characteristic of vanilla. Vanilla should be the most intense flavour percievable. !Sweet Intensity Having the pleasant taste characteristic of sugar. Not overpowering, but present.

Density The ideal density should be soft, providing only slight resistance when chewed with the molars. !Moist The muffins should maintain a moist, melt in mouth characteristic.

THE AGREED AttributesStep 5.

KEVIN O’REILLY RADARINSIGHT.COM.AU

THAT’s It.

KEVIN O’REILLY RADARINSIGHT.COM.AU

A FRAMEWORK FOR DETERMINING What CONSUMERS EXPECT FROM YOUR PRODUCT.

KEVIN O’REILLY RADARINSIGHT.COM.AU

- deliver it WHEN launching NEW products

- Monitor IT AS IT CHANGES OVER TIME

- PROTECT IT WHEN REFORMULATING

- ENSURE YOUR QUALITY TEAM Monitors IT

- TALK ABOUT IT

USE IT!

KEVIN O’REILLY RADARINSIGHT.COM.AU

Thanks for listening.

Got a question?

Lets hear it!