RapiTests for Sensory

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

Sensory Box Installation Art by Superbien

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

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

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

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

R a p i T e s t sfor Sensory

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

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

Napping Projective mapping

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

QDA / DA (see example next slide)

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

Free Choice Profiling

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 Sorting

Consumer / Expert Consumer Objectives

Consumers + Expert

Consumers Panel

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

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

R a p i T e s t sfor Sensory

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

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.

JAR (Just About Right) scaling and Ideal Profile Method

Elicitation process to generate vocabulary differentiating a product from the others

Repertory grid

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

CATA (Check All That Apply)

Consumer Objectives

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.

TDS (Temporal Dominance Sensation)

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

Flash Profile

Expert Consumer Objectives

Consumers

Expert Consumers

Panel

Crunchy

Hard

Melt in mouth

STOP0 10

Dry

START

Gritty

Crispy

Brittle

Sticky

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.

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

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

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

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

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

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