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Multi Sensory Consulting
We give clear
recommendations
of how to optimize
the sensory product
performance
Döhler Sensory & Consumer Science
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
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Sensory Science
Training, Seminare &
Support
Consumer Science
Döhler Sensory & Consumer Science
Our Solution Portfolio
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Sensory Science • Objective assessment of intensities of
sensory product characteristics
• Solely trained sensory experts based on DIN
10961
• Accomplishment only under standardized
conditions in a sensory lab
Consumer Science • Subjective assessment of individual
judgments / likings (affective)
• Solely untrained consumers of the
proposed target group
• Accomplishment on different locations
Differentiation of objective and subjective sensory tests
Member of:
Comittee Sensory Analysis
>100 Sensory
Experts
studies with
20.000 consumers
Sensory
profiles of
600 products…
…within
20 categories
own consumer panel with
2.500 participants
sensory seminars with
1.500 participants
Consumer
results of
1.300 products…
…within
28 categories
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Profound Sensory & Consumer Insights
Sensory & Consumer Specialist
• Independent provider of sensory science and consumer testing
• More than 100 trained sensory experts
• Diverse Sensory Expert Panels (juice, beer, energy, beer mix, …)
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7 bitter
cacao
earthy
cacao
nutty
sticky
hardness
roasted
earthy
sweet
focus groups
product and concept tests
sensory profiles
sensory experts
sensory cabins
flavour references
clear recommendations
vox pops
• Own network with fielding partners for worldwide consumer research
• Deep understanding of all Sensory & Marketing related questions in the entire field of beverages
• Highly practice orientated own research tools
Sensory & Consumer Specialist
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Profound Sensory & Consumer Insights
• Sensory Profiling (QDA)
• Consens-Profiling
• Discrimination Tests
• Sensory Quality
Assurance
• Product- und Packagingtests (incl. Handlingtests)
• Combined Product & Concept-tests (expectation/experience)
• Sensory Emotional Profiling
• Drinkability-Tests
• Online-Tests
• Focus groups
• Home-use-tests
Döhler Sensory & Consumer Science Solution Portfolio
Sensory Science Consumer Science
Our Sensory „Toolbox“
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Döhler Sensory & Consumer Science Solution Portfolio
„The fish must like the bait (not the angler).“
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A selection of potential research questions:
Research-Question
• 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
Sensory Toolbox
We give valid answers related to your research questions…
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Döhler Sensory & Consumer Science
Our Solution Portfolio
Sensory Science
Training, Seminare &
Support
Consumer Science
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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.
Ideal Concept & Product Fit
Example
X Y Z
Key Question:
• How good do products fulfill the expectations raised by the concept?
• How good is the product concept fit?
? ? ?
Combined Product- and Concept-Test Testdesign in two steps
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
Sensory acceptance evaluation after tasting the product
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Variety X
Variety Y
Variety Z
* Products will be given in balanced order to avoid order effects
+ Concept
The evaluation of the sensory acceptance takes place realistically based on the previous shown concept - respectively in comparison and context to the expectations
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.
Example
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6,4
7,2
5,9
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Produkt Z
Produkt Y
Product XProduct X
Product Y
Product Z
How do you like this product overall? (9-point hedonic scale / mean value)
A
B,C
C
Combined Product- and Concept-Test Example for overall liking
dislike very much
like very much
neither like nor dislike
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1 2 3 4 5
How much do you agree to the following statements? (Mean value)
…is certainly not so sweet
…tastes certainly fresh and fruity
…has certainly a distinguish sour taste
…has certainly an intensive fruit taste
… has certainly a very natural fruit taste
…tastes certainly like every other low calorie beverage
…is certainly a good alternative compared to other low calorie beverage
Erwartung. vor Verkostung Bewertung nach Verkostung Expecatation before tasting
Co
mp
lete
ly d
isa
gre
e
Co
mp
lete
ly a
gre
e
Expectation before tasting
Combined Product- and Concept-Test Example: Expectation and product experience
16 Erwartung. vor Verkostung Bewertung nach Verkostung
Produkt X
1 2 3 4 5
Expectation.before tasting
Co
mp
lete
ly d
isa
gre
e
Co
mp
lete
ly a
gre
e
Judgment after tasting
1 2 3 4 5
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
…has certainly a distinguish sour taste
…has certainly an intensive fruit taste
… has certainly a very natural fruit taste
…tastes certainly like every other low calorie beverage
…is certainly a good alternative compared to other low calorie beverage
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…is certainly not so sweet
…tastes certainly fresh and fruity
…has certainly a distinguish sour taste
…has certainly an intensive fruit taste
… has certainly a very natural fruit taste
…tastes certainly like every other low calorie beverage
…is certainly a good alternative compared to other low calorie beverage
Expectations before tasting Judgment after tasting
1 2 3 4 5
Co
mp
lete
ly d
isa
gre
e
Co
mp
lete
lyb
ag
ree
Produkt Y
1 2 3 4 5
Combined Product- and Concept-Test Example: Expectation and product experience
How much do you agree to the following statements? (Mean value)
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clearly worse
than
expected
slightly worse than expected
Just like expected
slightly better than
expected
much better than
expected
Expectations confirmed /
exceeded
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%
10,0% 28,0% 30,0% 22,5% 9,5% 62,0%
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)
Combined Product and Concept test Expectation fulfillment
Product X
Product Y
Product Z
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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 1.300 products
within 28 categories as a foundation for Sensory Benchmarking
Why should you cooperate with Döhler Sensory & Consumer Science?
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How can we help you?
Decades of deep understanding and experience in the field of
beverages
Identification of concrete recipe actions – we speak the
language of R&D
Independent provider of consumer testing &
sensory science
Application of scientifically approved
research tools
Döhler Sensory & Consumer Science
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DÖHLERGROUP
Sensory & Consumer Science
Riedstrasse 7-9
64295 Darmstadt
Please contact:
Olaf Biedekarken
Head of Sensory & Consumer Science
Tel. + 49 6151 306-2149
Döhler Sensory & Consumer Science