sensory attributes, product development and the importance of delivering what consumers expect
Post on 22-Oct-2014
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DESCRIPTION
Discover why learning the attributes that drive consumer liking is a vital step of product development, how to identify them and areas of business where these learnings can be applied.TRANSCRIPT
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
ENSURE YOUR QUALITY TEAM Monitors IT
OK, but how can we find this out?
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
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
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!