linking sensory and emotional drivers
DESCRIPTION
An optimization process to help create and match the ideal product to the ideal conceptTRANSCRIPT
1
Qualitative and Quantitative Linking for Sensory and Emotional Drivers
Consumer Optimization Processfor
Existing and New Products
Contact:Karen King 905-938-7173
2
Overview
The Consumer Optimization Process (COP)provides R&D and Marketing with clear sensory and
positioning direction through:Sensory Competitive Set Evaluation
and In depth Qualitative and Quantitative
Consumer FeedbackThe Process designs the “optimal” Sensory Product
Blueprint to revitalize brands and while increasing consumer’s emotional acceptance of the brand
3
Linking Sensory and Emotional DriversLinking Qualitative and Quantitative Research
Level One Consumer Design Labs
Qualitative consumer groups to provide sensory
direction for product developers
Level Two Consumer Design Labs
Incorporates the sensory cues and consumer
language from Level One to design meaningful
concepts that investigate and integrate the emotional
drivers for the product that fit with the sensory
properties
4
Linking Sensory and Emotional DriversLinking Qualitative and Quantitative Research
Level One Design Labs provide consumer feedback on:
“MUST HAVE” SENSORY ELEMENTS: Basic sensory properties or functionalities that are expected in the product
SENSORY DRIVERS: Sensory properties that increase the product’s overall acceptance
TURN OFFS: Elements that lower a product’s sensory acceptance
Level Two Design Labs provide consumer feedback on:
FUNCTIONAL AND EMOTIONAL DRIVERS: Functional and emotional reasons consumers want this product – image, perceived health benefits, appearance, flavor hit, satisfy craving, etc. Together, the synergy of these elements is what will please more consumers, more of the time
UNDERLYING EMOTIONAL DRIVERS: Reasons for preference that may not be top of mind yet increase a product’s overall interest and desirability
TURN OFFS: Emotional elements that lower a product’s overall acceptance
5
Linking Sensory and Emotional DriversLinking Qualitative and Quantitative Research
Now, Sensory and Emotional Drivers can now be qualified and
quantified through the Consumer Optimization Process that
creates emotional engagement to communicate the right
brand personality and imagery while integrating the rational
drivers that fit with the positive sensory characteristics.
This process brings the creative qualitative techniques used in our
Level One Design Labs to our quantitative studies. Now, we can
quantify projective techniques to understand the ideal experience in
terms of: Key images selected and their emotional message
The underlying themes of the images selected and their fit to the ideal sensory experience
6
Sensory Product Profiles
The Consumer Optimization Process provide R&D with a blueprint for product development through Sensory Guidance.1. SENSORY COMPETITIVE SET EVALUATION ....... Understanding the Sensory Product Profiles of current entries helps explore a
product's potential unique point of advantage.
2. SENSORY PRODUCT PROFILES.......provides the following information about a product: its visual characteristics its top flavour and aroma notes its overall taste intensity its textural properties its aftertaste Its harmony, balance and timing of delivery
3. Sensory Product Profiles provide a description of the sensory characteristics consumers
are experiencing in the category, but often have difficulty articulating. When a range of competitive products is profiled, potential gaps in the category can be explored.
7
A Sensory Profile Example
AROMA • Low Aroma/ Coconut/dark chocolate and butter
APPEARANCE • Medium brown• Irregular round shaped• 1/4 of surface shows dark brown chocolate chips with surface gloss • Some visible deep brown baked spots • Dry cookie surface with slight surface residue • Minimal surface cracking
IMPACT MODERATE TO HIGH TOTAL IMPACT
ORDER OF • Sweet -Low
APPEARANCEOF NOTES
• Butter-Threshold to Low• Coconut-Threshold to Low• Salt -Threshold• Baked Dough - Low• Over roast- Low• Bitter Sweet Chocolate - Moderate• Chocolate Liquor - Low• Bitter- Low
TIMING Complex and disjointed flavour notes are delivered early and linger late
MOUTHFEEL • Dry surface with quick buttery melt down & some astringency.
Initial Aftertaste • Sweet, sweet bitter chocolate
Later Aftertaste • Bitter chocolate, butter
TEXTURE • Cookie has slight resistance to bite with moderate melt down • Slight adhesive residue of cookie, low cohesiveness• Quick melt down of chocolate chips with minimal cohesiveness
AMPLITUDE MEDIUM TO HIGH
DIFFERENCESAND COMMENTS:
• Complex flavour with early delivery of bitter sweet chocolate • Over roast note may be inappropriate• Distinctive coconut & chocolate liquor