rapitests for sensory contact: alexandre khan @ one world research (1wr) tel: 44 (0) 20 7099 4801,...

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RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net Sensory Box Installation Art by Superbien

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Page 1: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

RapiTests for Sensory

Contact: Alexandre Khan @ One World Research (1WR)Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net

Sensory Box Installation Art by Superbien

Page 2: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Scope

Combines internet with in situ exposure of products Central Location (CL) based Uses either incentivized:

street intercept respondents screened “expert” consumers*

Adapted to different sensory evaluation methods Conducted in major cities of Europe and worldwide Can standardize approaches, questionnaires and

questions, to compare, transpose results, through data-mining and knowledge base (ExtenSights)

* Half way between assessors and consumers

Page 3: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Benefits

Fast: results are available when fieldwork is completed Quality of central location testing with supervisor

presence, and speed and advantages of internet research

Ability to show products, labels and other materials Available in most cities of Europe and the world (over

200 projects completed in 40 locations on all continents)

Flexible: probing further where needed, can sequence tests to screen out alternatives

Integrated project, questionnaire/questions in different languages, standardization

Cost effective

Page 4: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Questions RapiTests address

How is my product, variant liked, also when compared to other products? What are the key drivers of consumer liking?

Which formulation has a higher potential for launch? How can product formulation be improved?

Do consumers find my product different or similar to others? Why?

How do consumers describe its taste, characterizes its olfactory and/or taste dimensions, also in time during consumption or usage?

How can I plan and get more out of consumer tests and better understand opportunities for a given category (preference mapping) ?

How can I access results instantly, combining quantitative criteria with qualitative depth diagnostics

Page 5: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Methodology

Combining central location with the flexibility and speed of the internet offer many methodological possibilities.

Uses either P&P sequentially followed by data entry, PCs or CAPI (Android or iOS IPad)

RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements.

1WR has standardized questions for various sensory methods (see following Sensory method examples)

Planning is required for regular or continuous projects

Page 6: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Adapted methods for different needs, requirements (1/2)

Consumer / Expert Consumer Objectives

Free Sorting

Creation of groups of similar products, which is quite easy and suitable when testing a larger number of products. It is possible to identify potential consumer sub-groups by the way in which they perceive, and thus better understand the “individual” reactions. Also enables comparisons between professionals, expert consumers and general consumers. Analysis: Multidimensional scaling

Free Choice Profiling

Profiling to profile, distinguish and map products. A monadic characterisation of a product by scoring, on a linear scale, several descriptors chosen by the consumer. Analysis: Generalised procrustes analysis

QDA / DA (see example next slide)

Quantitative Descriptive Analysis or profiling monadically characterises a product by scores, on a linear scale, through several consensual descriptorsAnalysis: Principal component analysis (PCA)

Napping Projective mapping

Position several products on a map according to their similarity (the closer, the more similar).Analysis: Photo decryption, analysis

Consumers + Expert

Consumers Panel

Page 7: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

An Example: Quantitative Descriptive Analysis Method

Test (QDA)

Recruitment

Training

Tie break among alternatives

Tasting

Grid answering

Recruitment

Attribute / vocabulary generating

Test (Preparation when no experts)

Although some sensory evaluation methods might be complex and take some time for respondents to complete, RapiTests speed ensure that results are delivered very rapidly once fieldwork is completed

Page 8: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Adapted methods for different needs, requirements (2/2)

Consumer Objectives

CATA (Check All That Apply)

Quickly assesses, profiles and maps products through potential sensory attribute choices (without scaling)Analysis: cross tabs & factorial analysis

Repertory grid Elicitation process to generate vocabulary differentiating a product from the others

JAR (Just About Right) scaling and Ideal Profile Method

JAR measures levels of a product’s attribute relative to a respondent’s theoretical ideal level. These scales have an anchored midpoint of “just about right” or “just right”. Wit Ideal Profile Method, scaling of several products on a set of relevant sensory attributes (both perceived and ideal intensity is asked) and on hedonic aspects.

Expert Consumer Objectives

Flash ProfileComparative characterisation of several products by ranking, on a linear scale, several descriptors chosen by each assessor.

TDS (Temporal Dominance Sensation)

Obtains a sequence of the dominant sensations occurring in mouth/usage/ during consumption of the product. TDS is found to better enhance the sequence of sensations over time.

Consumers

Expert Consumers

Panel

Crunchy

Hard

Melt in mouth

STOP0 10

Dry

START

Gritty

Crispy

Brittle

Sticky

Page 9: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Sampling

Depending on the method, intercept respondents may be between 80 or 150 per sample, i.e. if testing a new product versus an existing, 2 matched samples of 100 respondents will be required

Larger samples can be used to compare early adopters with more traditional consumers or screen various alternatives in a tie-break situation

Quotas are generally used on gender and ages, with some brand/product usage, and for panellists olfactory/gustative and articulate skills

Regarding screened “expert” consumers, some methods like TDS and QDA respectively require samples of 30 and 15.

Page 10: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Outputs examples

The significancy tests (t-test) compare measures, and are suitable for small samples. To get a t-test for example on the extent of the preference we divided the mean measure by the standard error. When a red letter is placed next to a measure, it means it is significantly higher to the other measure of the indicated column(s).

Lower case characters (i.e. “b”) show significant superiority for a 90% Interval Confidence, upper case at (i.e. as above “B”) 95% IC.

BA

B

a

B

B

B

A

A

A

Analysis conducted in collaboration with

Page 11: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Norms, modelling & KB

1WR proposes to manage different RapiTests to: Enable benchmarks of product tests, offering

guidelines to help improve question formulation, questionnaire design and methods

Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking

ExtenSights offers context based insights that are extracted from a common knowledge base:- allowing reuse of data across different products while protecting both proprietary data and confidential customer information- making sophisticated market intelligence accessible, also to non researchers internally and externally for client relations, as a proactive service to support NPD

extenSights

Free text objectives description

Validate, improve a wood scented fragrance

Free text target description

Male, teens, young adults, Europe, main cities, environmentally concerned, organic consumers

Upload of materials

Competitors

Product description: KulturKit.doc

Product stimuli: KulturKit.gif

Add more product info

Attach

Attach

He Wood:

Vivacité(s) de Bach:

Add a competitor

Attach

Strategical fit: Generate insightsi.e. Consistency of information and materials

Link

Attach Link

Page 12: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Locations• ARGENTINA (AR): Buenos Aires,

Cordoba• AUSTRALIA (AU): Sydney, Canberra

and Brisbane • AUSTRIA (AT): Vienna• BELGIUM (BE): Brussels• BRAZIL (BR): São Paulo, Rio de Janeiro,

Salvador, Belo Horizonte, Fortaleza• CANADA (CA): Toronto , Ottawa,

Montreal• CHINA (CN): First tier cities: Beijing,

Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu

• DENMARK (DK): Copenhagen and Aarhus

• FRANCE (FR): Paris, Lyon, Bordeaux, Marseille

• FINLAND (FI): Helsinki• GERMANY (DE): Hamburg, Düsseldorf,

Cologne and Munich • GREECE (GR): Athens, Thessaloniki• INDIA (IN): Mumbai, Delhi, Kolkata,

Chennai• ISRAEL (IL): Tel Aviv• ITALY (IT): Milan, Rome

• JAPAN (JP): Tokyo and Osaka.• KOREA SOUTH (KR): Seoul, Pusan• MEXICO (MX): Mexico, Ecatepec,

Guadalajara • MOROCCO (MA): Marrakech• NORWAY (NO): Oslo• PHILIPPINES (PH) : Manila• POLAND (PL): Warsaw• PORTUGAL (PT): Lisbon, Porto,

Coimbra• RUSSIA (RU): Moscow, St Petersburg• SENEGAL (SN): Dakar• SPAIN (ES): Madrid, Barcelona,

Valencia• SWEDEN (SE): Stockholm, Goteborg

and Malmö• SWITZERLAND (CH): Geneva, Zurich• TURKEY (TR): Istanbul, Ankara• UAE (AE): Dubai• UK (UK): London, Birmingham, Bristol,

Glasgow• USA (US): Miami, New York, Chicago,

SF, Dallas

Page 13: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

In-depth Qualitative Option

• Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices.

• For example on:• Likes/dislikes reasons and prompted understanding• Attribute support and explanations• Relevance, uniqueness, like diagnostic explanations• Tie-break explanations• Projective techniques

In depth diagnostics

Page 14: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Costs

Depend upon: • the incidence to recruit respondents (generally

between 50% to 30%)• the duration of the questionnaire (generally

between 15 min to 30 min)• the cities where tests are conducted• the necessity of special equipment (slide

projectors or film projectors)• the number of tests

Page 15: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

International Coordination:Alexandre Khan, DirectorShayne Savill, Accounts

Sarah White, Admin

IT Support:Andy Collins, and Ross Biggs:

Data processing analysisHans van Hooft: CAWI scripts

Gerasimos Tzoganis, CAPI scriptsJosé Luis Delmas Garrido , Data-mining

Fieldwork Support:Michaela Klenkar: Scandanavia

Petrana Valentinova: American & Iberian markets

Ivana Dragicevic: Central EuropeRabia Ouchiha: Arabic markets

Co-ordination Offices in London, Vauxhall

Team

Page 16: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

Appendices

Page 17: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Team

Alexandre Z. Khan, Director Alexandre acts as coordinator for new projects, methodologies and techniques. As background, Alexandre is a statistician and IT specialist and has lectured MR in various universities in Europe such as HEC Group and Insead. Alexandre started in MR in 1983 and was formerly Chairman of Pretesting Europe, a market research agency involved in quantitative copy testing. In 1994, Alexandre acted as a volunteer of an International Non Profit organisation with a group of international market researchers providing research to support basic education in South Asia and Africa ( (World View Literacy Information & Research, Paris and New Delhi). Since 1999, as Director of 1WR Alexandre has helped develop RapiTests, a quick turnaround tests for product/ad/concept/pack/design, developed TrendSetters for new product development as well as other innovative services. Alexandre's international experience includes projects in North America, Europe including Eastern Europe and Russia, Latin America, South East Asia, South Asia, Middle East countries and Africa. Alexandre is fluent in most ad 'hoc systems and has strong IT backing. In 2007, Alexandre founded an interagency flexible platform that co-ordinates consultants and agencies around the world under a common business model.

Page 18: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

Field Coordinators Team

Michaela Klenkar, Coordinator Nordic AreaMichaela started to work in Stockholm in 2006. With more than eight years in the market research industry and a high international experience, Michaela coordinates RapiTests in Scandinavian markets. Michaela is originally from Germany where she started to work for the MR industry, moved on to London for another 6 years and since lives in Stockholm.

Petrana Valentinova, Coordinator Spain, Portugal and LatAm marketsPetrana coordinates studies in over 24 countries, helping to liaise and prepare reports in both English and Spanish. She monitors studies in the different countries; participate in projects for the European Union with the Department of International Technology Cooperation Programmes. She has experience in conducting interviews, desk Research for various publics

Ivana Dragicevic, Coordinator Central EuropeIvana has diplomas in Interior Design, Anthropology and Journalism. She coordinates field teams in Europe, Russia and neighbouring markets. Previously, Ivana has held responsibilities as business assistant arranging international and marketing activities with agencies, also researcher at Denting, Zagreb. In addition, Ivana has handled Internet research projects for other agencies as well as 1WR.

Rabia Ouchiha, Coordinator MENA markets Rabia has supervised qualitative projects in Algeria and is involved with fieldwork co-ordination MENA markets. Rabia has a PhD in industrial marketing. Rabia was trained agricultural technicians in Cheraga Algiers from 1998. She has also worked for an import company base for food and health sectors, in charge of sales, and has some training experience for the soft drink industry having worked Ifri a mineral water of Bejaia.

Page 19: RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet:

R a p i T e s t sfor Sensory

IT Support Team

Andy C Collins, Quantitative Analysis and Systems After qualifying in Computer Science at College, Andrew has gained over 30 years experience working with computer software in the Market Research arena. Andy has continued to design and develop software for Market Research and for the last 15 years has concentrated on user-friendly packages. Andrew is a long-standing member of the Market Research Society in the UK and is a keen supporter of open systems for MR.

Hans van Hooft , Quantitative CAWI Systems Hans studied Information Sciences at the University of Nijmegen. After that he started working as software engineer for a Dutch CRM software provider. In 1995, Hans co-founded IDfix software. Since then, Hans has been primarily engaged in the development and support of this product. During that period, he has gained a lot of experience in the area of market research.

Gerasimos Tzoganis, Developer & CAPI SystemsGerasimos, MSc in Computer Science and Technology University of Patras, School of Engineering, Computer Engineering and Informatics Department handles CAWI scripts, especially transposing various question types and procedures for mobile devices.

José Luis Delmas Garrido , Data-mining José Luis is licensed in statistics and operational research from University of Madrid, Mr. Delmas Garrido has participated in various workshops on data-mining and other related fields. Currently Senior Consultant, he has previously headed studies at TNS and other leading Spanish market research agencies.