Sensory and Consumer Research in Food Product Design and Development

FM_Moskowitz_277175 4/3/06 11:32 AM Page i Sensory and Consumer Research in Food Product Design and Development FM_Moskowitz_277175 4/3/06 11:32 AM Page ii The IFT Press series reflects the mission of the Institute of Food Technologists—advancing the science and technology of food through the exchange of knowledge Developed in partnership with Blackwell Publishing, IFT Press books serve as essential textbooks for academic programs and as leading edge handbooks for industrial application and reference Crafted through rigorous peer review and meticulous research, IFT Press publications represent the latest, most significant resources available to food scientists and related agriculture professionals worldwide IFT Book Communications Committee Theron W Downes Ruth M Patrick Dennis R Heldman Joseph H Hotchkiss Steven Nagy Alina S Szczesniak Mark Barrett Neil H Mermelstein IFT Press Editorial Advisory Board Malcolm C Bourne Fergus M Clydesdale Dietrich Knorr Theodore P Labuza Thomas J Montville S Suzanne Nielsen Michael W Pariza Barbara J Petersen David S Reid Sam Saguy Herbert Stone FM_Moskowitz_277175 4/3/06 11:32 AM Page iii Sensory and Consumer Research in Food Product Design and Development Howard R Moskowitz, Jacqueline H Beckley, and Anna V.A Resurreccion FM_Moskowitz_277175 4/3/06 11:32 AM Page iv Titles in the IFT Press series • Accelerating New Food Product Design and Development (Jacqueline H.P Beckley, J.C Huang, Elizabeth J Topp, M Michele Foley, and Witoon Prinyawiwatkul) • Biofilms in the Food Environment (Hans P Blaschek, Hua Wang, and Meredith E Agle) • Food Carbohydrate Chemistry (Ronald E Wrolstad) • Food Irradiation Research and Technology (Christopher H Sommers and Xuetong Fan) • Foodborne Pathogens in the Food Processing Environment: Sources, Detection and Control (Sadhana Ravishankar and Vijay K Juneja) • High Pressure Processing of Foods (Christopher J Doona, C Patrick Dunne, and Florence E Feeherry) • Hydrocolloids in Food Processing (Thomas R Laaman) • Microbiology and Technology of Fermented Foods (Robert W Hutkins) • Multivariate and Probabilistic Analyses of Sensory Science Problems (Jean-Francois Meullenet, Rui Xiong, and Chris Findlay) • Nondestructive Testing of Food Quality (Joseph Irudayaraj and Christoph Reh) • Nonthermal Processing Technologies for Food (Howard Q Zhang, Gustavo V BarbosaCanovas, V.M Balasubramaniam, Editors; C Patrick Dunne, Daniel F Farkas, James T.C Yuan, Associate Editors) • Packaging for Nonthermal Processing of Food (J H Han) • Preharvest and Postharvest Food Safety: Contemporary Issues and Future Directions (Ross C Beier, Suresh D Pillai, and Timothy D Phillips, Editors; Richard L Ziprin, Associate Editor) • Regulation of Functional Foods and Nutraceuticals: A Global Perspective (Clare M Hasler) • Sensory and Consumer Research in Food Product Design and Development (Howard R Moskowitz, Jacqueline H Beckley, and Anna V.A Resurreccion) • Thermal Processing of Foods: Control and Automation (K.P Sandeep) • Water Activity in Foods: Fundamentals and Applications (Gustavo V Barbosa-Canovas, Anthony J Fontana Jr., Shelly J Schmidt, and Theodore P Labuza) FM_Moskowitz_277175 4/3/06 11:32 AM Page v Howard R Moskowitz is president and CEO of Moskowitz Jacobs Inc., White Plains, NY, a firm he founded in 1981 Moskowitz is a well-known experimental psychologist in the field of psychophysics (the study of perception and its relation to physical stimuli) and an inventor of world-class market research technology Among his important contributions to market research is his 1975 introduction of psychophysical scaling and product optimization for consumer product development A member of the Institute of Food Technologists and numerous other professional societies, he has written/edited fifteen books, published well over 300 papers in journals and conference proceedings, and serves on the editorial board of major journals With colleague E.P Koster, Moskowitz co-founded the journal Chemical Senses and Flavor, now called Chemical Senses, the leading journal in the field Jacqueline H Beckley is the founder of The Understanding & Insight Group™, Denville, NJ, an innovative business development and strategy firm working with both large and small companies to integrate traditional approaches with new concepts and tools for business growth Previously, Beckley held positions within industry and consulting, including director of consumer perception at Nabisco, Inc., group manager of sensory research and R&D for The Quaker Oats Company, and research scientist for Amoco Chemical Company Anna V.A Resurreccion is a professor in the Department of Food Science and Technology at the University of Georgia, Griffin Campus She has published over 596 scientific and technical articles, including the book Consumer Sensory Testing for Product Development, and 128 refereed journal articles in the research areas of sensory evaluation, consumer acceptance, and food quality evaluation and optimization She is a fellow of the Institute of Food Technologists, has served as associate scientific editor for the Journal of Food Science, and is on the editorial board for the Journal of Sensory Studies Dr Resurreccion also served as chair of the Product Development Division of the Institute of Food Technologists ©2006 Blackwell Publishing and the Institute of Food Technologists All rights reserved Blackwell Publishing Professional 2121 State Avenue, Ames, Iowa 50014, USA Orders: Office: Fax: Web site: 1-800-862-6657 1-515-292-0140 1-515-292-3348 www.blackwellprofessional.com Blackwell Publishing Ltd 9600 Garsington Road, Oxford OX4 2DQ, UK Tel.: ϩ44 (0)1865 776868 Blackwell Publishing Asia 550 Swanston Street, Carlton, Victoria 3053, Australia Tel.: ϩ61 (0)3 8359 1011 Authorization to photocopy items for internal or personal use, or the internal or personal use of specific clients, is granted by Blackwell Publishing, provided that the base fee of $.10 per copy is paid directly to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923 For those organizations that have been granted a photocopy license by CCC, a separate system of payments has been arranged The fee codes for users of the Transactional Reporting Service are ISBN-13: 978-0-8138-1632-6; ISBN-10: 0-8138-1632-7/2006 $.10 First edition, 2006 Moskowitz, Howard R Sensory and consumer research in food product design and development / Howard R Moskowitz, Jacqueline H Beckley, and Anna V A Resurreccion p cm — (IFT Press series) Includes bibliographical references and index ISBN-13: 978-0-8138-1632-6 (alk paper) ISBN-10: 0-8138-1632-7 (alk paper) Food—Sensory evaluation Commercial products—Testing I Beckley, Jacqueline H II Resurreccion, Anna V A III Title IV Series TX546.M68 2006 664'.07—dc22 2006000916 The last digit is the print number: FM_Moskowitz_277175 4/3/06 11:32 AM Page vi Dedications I dedicate this book with love to my dear wife, Arlene, who has encouraged me and continues to inspire me daily to develop new ideas, invent new products, and push the limits Thank you, Arlene, for being there, and for being you Howard Moskowitz To my dear sweet husband, Leslie, for supporting goals and dreams To Hollis Ashman for helping keep the business fires burning To Howard for moving forward the field of sensory and consumer research even through adversity Jacqueline Beckley To Rey, the love of my life, thank you To Howard, my gratitude for your relentless pursuit in bringing sensory science to a new level Anna Resurreccion FM_Moskowitz_277175 4/3/06 11:32 AM Page vii Contents Preface Emerging Corporate Knowledge Needs: How and Where Does Sensory Fit? ix Making Use of Existing Knowledge and Increasing Its Business Value—the Forgotten Productivity Tool 17 Understanding Consumers’ and Customers’ Needs—the Growth Engine 37 Innovation’s Friend: Integrated Market and Sensory Input for Food Product Design and Development 69 A Process to Bring Consumer Mind-Sets into a Corporation 97 Developing Relevant Product Concepts 115 High-Level Product Assessment 159 So What Can Sensory Do for Me (or for My Company)? 199 What Types of Tests Do Sensory Researchers Do? And Why Do They Do Them? 219 So What Are the Practical Considerations in Actually Running a Test? What Do I Need to Know? What Does the Rest of the Company Need to Know? 295 Evolving Sensory Research 325 10 11 Index 341 FM_Moskowitz_277175 4/3/06 11:32 AM Page viii FM_Moskowitz_277175 4/3/06 11:32 AM Page ix Preface When Blackwell Publishing approached us in 2003 with the invitation to write about new developments in the early stage world of product research, we were quite excited By the early 21st century it was already becoming apparent that the field of product testing and socalled “sensory analysis” had matured far beyond those pained beginnings decades ago, developing into a partner with marketing and management The real question that occurred to us is what would we write to our business colleagues, and to the next generation? What guidance could we provide them, especially in a world of hypercompetition where products come and go in the blink of an eye, where success may be measured in months, and where job security is no longer a hallmark of the field? As a group we decided to write about new developments in the field, rather than concentrating on the traditional approaches of discrimination, scaling and hedonics We decided that the students of today and tomorrow—both in a college or university or in business, might like to hear a different voice, and a different message; not so much a message of “how to it” as a set of ideas about what to in certain business situations And so we set down to write, from a combination of business and academia, more with the goal of enthusing the reader about the potential than passing on simple prescriptions of what to do; more with the idea of saying “here’s the way your world is working” rather than saying “here is what prescribed wisdom says.” We hope we have been successful Should we be able to inspire students to move forward in a new direction, merging business and science, new developments and battletested methods, we will feel our book to have made a difference Acknowledgements This book would not have been possible without the ongoing editorial help of Suzanne Gabrione and Joyce Mitchell, without the technology–graphics expertise of Paolo GentilePolese and all of Moskowitz Jacobs Inc Thank you so much for the hours, the effort, the guidance, and the superb results Howard Moskowitz Jacqueline Beckley Anna Resurreccion Index_Moskowitz_277175 344 4/3/06 11:31 AM Page 344 Index Conjoint analysis (measurement), (continued) semi-syndicated research, 109–110 study size, 145 syncretistic development, 149, 150–152 synergisms, 152–155 test concepts (profiles), 120 types of, 120–122 Consequences, defined, 52 Consistency analysis, conjoint measurement, 146, 147 Constraints cost, 179 explicit, 172 implicit, 172 sensory attributes, 179 Constructive alternativism, 44 “Consultants Corner,” 104 Consumer acceptance See Acceptance Consumer acceptance tests See Acceptance tests Consumer affective tests, 202, 203; See also Product testing; Sensory tests Consumer attitudes, benchmarking changes in, 215 Consumer Design Panel, 64 Consumer insights, 11, 63; See also Consumer research; Consumer understanding; Market research Consumer learning, and product development, 62–64 Consumer mind-set, 13, 102–112 Consumer needs/wants, See also Consumer research; Consumer understanding; Market research assessing, 42–43 and concept development, 42–43 defining, 44–45 top-of-mind issues, 48–49 Consumer panels/panelists appropriate users, 308 demographic characteristics of, 309–310 in early stage development guidance, 310 employees vs non-employees, 297–300 frequency of product use, 308 mall intercept, 243 organizations as sources for, 300–301 pre-recruited, 246 questionnaires, 317, 319–322 random sampling, 297 recruiting, 306 sample evaluation, 311–312 scaling and, 312–317, 318 screening, 244–245 selecting, 296–297 sources of, 244 Consumer research, See also Consumer understanding albums, 63 budgetary funding, 91 consumer-centric, 37–40, 42–48 consumer interactions, 61–62 consumers as individuals, 40–42, 46 current and contemporary, 89–91 demographics, 59 and discovery phase, 39–40 focus groups, 57–59 Internet-based, 328–329 key aspects of, 44–45 and knowledge management, 18, 21 lead users, 59–60 model for integrating with sensory research, 78–83 respondents, 201 samples, 201 sensory analysts in, 326 timelines, 20, 22–25 Consumer researchers job descriptions/titles, 70–71 mind-set of, 91–92 and sensory analysts, 201 Consumer(s), See also Customers buying behavior of, 212–213 changing, 214–215 defined, 45 food product experiencing, 45–48 as individuals, 40–42, 46 market and product understanding, 70–76 mind-set, 13, 111–112 needs/wants See Consumer needs/wants as respondents, 164–165 as test subjects, 37–40 Consumer surveys, 216 Index_Moskowitz_277175 4/3/06 11:31 AM Page 345 Index Consumer tests, 216 panel size, 302 use with response surface methods, 270–271 venues for, 231–257 Consumer understanding, See also Consumer research approaches to, 49–50 defined, 80 steps in, 50–60 Consumption, diary panels, 107 Contour plot, equal-intensity, 180–181, 272, 273, 276, 277, 278 Cool hunting, 104–105 Cooper, Robert, 20, 39 Correlation analysis, 280 Correspondence analysis, 288 Cost, constrained optimization, 179 Counterintuitive Marketing, 83 Crave It!® Study, 13, 109, 129 Crave It!® 2001, 110, 111 “Creative Destruction,” 21 Crispness, 258–259 Criterion set, 284 Cross-functional product development teams, 200 Current events, and consumer decision making, 48–60 Customer inserts, 213 Customer needs/wants assessing, 42–43 and concept development, 42–43 defining, 44–45 top-of-mind issues, 48–49 Customer(s), See also Consumers defined, 45 food product experiencing, 45–48 as individuals, 40–42, 46 market and product understanding, 70–76 as test subjects, 37–40 Custom research, 108 DAROMA, 185 Data consistency, 146, 147 scanner, 106–107 in sensory analysis, 13 Data analysis ipsative (individual-level), 48 normative approach, 48 Data Classics, 13 Data Elaborates, 13 Data Imaginers, 13 “Day-in-the-life” research, 42 Deal with It!®, 48–49, 110 Decision making fact-based, 3–4 and life stage, 59 maverick, organizing principles, 44 and sensory analysis, society and, 48–60 unconscious mind and, 44, 45 Deconstruction, 137–138 Demand economy, 199 and consumer needs/wants, 46 functioning in, 97–100 Demographics defined, 106 Find Out phase, 59 use of, 105–106 Descriptive analysis, 9–10, 160 and benchmarking, 210, 216 expert panel for, 295–296 Flavor Profile method, 263–265 hybrid methods, 265 magnitude estimation, 261–262 panelists, 259, 261–263 panel size, 302 quantitative (QDA) method, 264 reference standard, 262–263 replication in, 305 scales used in, 260 spectrum, 264–265 testing methods, 263–265 Texture Profile method, 264 use with response surface methods, 270 warm-up sample, 263 Descriptive/predictive equations, 268 Diary panels, 106, 107 Die Organischen Geschmackstoffe, 333 Differences, consumer, psychographic segments, 129–133 Difference testing, 160 345 Index_Moskowitz_277175 346 4/3/06 11:31 AM Page 346 Index Digital photography, of knowledge maps, 32 Dijon Pangborn Symposium, 13 Discovery phase, product development, 39–40 Discriminant function analysis (DFA), 206, 283–284 Discrimination testing, 160 “Dislike both equally,” 222–224 DOE (design of experiments), 120 Door-to-door household surveys, 252 Dream Society, 45 Drivers of Liking™, 201 Drucker, Peter, 98 Dummy variable regression modeling, 124 Education, and panelist selection, 310 Elaborates, 13 Elements concept breakthrough, 148 cherry picking, 129 complete, 145 creating, 122–125 defined, 121 length of, 141 performance, 128 recombining, 149, 150–152 synergistic effects, 152–155 types of, 144–145 variation, 128 product, 52 Emerging capabilities, 101 Emotion, and cognition, 44 Employees and bias, 298–300 burned out, 75 demographics, 299–300 panels, 297–300 use in product testing, 233, 234 Ends, defined, 44, 52 Entrepreneurship, 98 Equal-intensity contours, 180–181, 272, 273, 276, 277, 278 Error estimation, through replications, 305 Euclidean distance, 283 European Chemoreception Research Organization (ECRO), 334 Evaluative attributes, 161, 162 Experience Economy, The, 45, 103 Experience Panel, 64 Experimental design analytical approaches, 125–128 in concept research, 119–125 conjoint measurement, 119–122 fit-to-concept, 178–179 methodology, 122–125 Expert, role in food evaluation, 4–6 Expert panels, 164–165 for descriptive analysis, 295–296 in early stage development guidance, 310 EXPLOR award, 108 Facial hedonic scales, 220, 229, 230 Factor analysis, 206, 282, 331 Factor scores, product modeling, 167–174 FACT rating scale, 229 Fechner, G.T., 120 Feelings, market for, 45 Fifth Discipline, The, 27 Find Out phase, consumer understanding, 54–60 Fit-to-concept, 178–179 Flash message, 139 Flavor attributes, 257 and descriptive analysis, 260 optimization, response surface methods, 268–279 Flavor Profile, 4–5, 10, 159, 263–265, 330 “Fly-on-the-wall” research, 42 Focus groups, 203 discussion guides for, 84 Find Out phase, 57–59 fuzzy, 83 integrating, 85–89 Internet and, 328–329 for market opportunity assessment, 209 panel size, 304, 304 reasons for, 84 Focus phase, consumer understanding, 50 Food action (FACT) rating scale, 229 Index_Moskowitz_277175 4/3/06 11:31 AM Page 347 Index Food allergies, and panelist recruitment, 239 Food product development, See also New product development; Product development business process hurdles, 89–93 knowledge mapping, 28–33 recombining concept elements, 149, 150–152 scenario analysis, 155, 156–157 synergisms, 152–155 Food products, experiencing, 45–48 Food Technology, 105 Forbes, 106 Forced-choice paired preference tests, 226 Frame phase, consumer understanding, 50–54 Frankfurters JAR scales, 183–184 package design study, 139 Free number matching, 261–262 Free-standing insert (FSI), 141 Friedman’s two-way analysis of variance, 314 Frito-Lay, 27, 46 “From Experience,” 104 Fuzzy front end, sensory research and, 326 Gender, and panelist selection, 309 General Foods Corp., 264 Generalizability, of knowledge, 54 General Mills, 46 Geo-demographics, 105, 129 Geographic location, and panelist selection, 309–310 “Geography of Trust, The,” 92 Gillette, 45 Gladwell, Malcolm, 103 Global New Products Database (GNPD), Mintel International Group, 107 Goal profile, 181–182 Good, vs bad, 161 Good to Great, 72, 103 Graphical modeling methods, 265–267 Graphic software, 32, 53 Green, Paul, 119 Grocery store, for central location tests, 242 347 Harvard Business Review, 61 Hazard analysis critical control points (HACCP), 212 HealthFocus, 109, 110 Healthfulness, and package design, 139 Hedonic scales, 228–229, 314–317, 318 3-point, 220, 228–229, 230, 316 5-point, 220, 228–229, 230, 315, 316 7-point, 220, 228–229, 230, 315, 316 9-point, 220, 228–229, 230, 314–317, 315 acceptance tests, 220 and children, 316–317, 318 facial, 220, 229, 230 preference tests, 221–222 test location and, 256–257 Heinz, 46, 61 Helpful Staff, 14, 15 Heraclitus, 17 Herbert, Frank, 104 Hershey Foods Corporation, 108 Hierarchical value map, 50, 51 Hierarchies, 79 Home, as testing venue, 163–164 Home use tests (HUTs), 163–164, 249 advantages of, 249–250 data collection, 255–256 disadvantages of, 250–251 Internet and, 328 measuring product acceptance, 254–255 panelist recruitment, 251–253 panel size, 251 procedures, 253 product placement, 251–254 uses, 249 Honesty of respondents, 146 within organizations, 92–93 Hotel, for central location tests, 242 HUTs See Home use tests Ideal point, 161 IdeaMap®, 128, 139–141, 142 Ideamap.net, 109 Ideas, breakthrough, 148 Idea screening, 117–118 Ideation, consumer-centrism in, 42–43 Index_Moskowitz_277175 348 4/3/06 11:31 AM Page 348 Index IDEO, 32, 57 IDEO Methods Card, 62 IDEP, 50 Idiographic knowledge, 48, 128 IFT See Institute of Food Technologists Image attributes, 161 Imaginers, 13 Incentives, panelist participation, 240 Income, and panelist selection, 310 Individual-level models, 141 Industrial Revolution, 98 Information balanced inputs, 99–100, 101 knowledge mapping, 28–33 “rearview mirror,” 107 turning into knowledge, 17 Information technology impact on business, 97–98 for product development, 19 Ingredients, product modeling, 167–174 Innovation, recombining concept elements, 149, 150–152 i-Novation, 109 Inputs, balanced, 100, 101 Insight Panel, 61–62, 64 Inspiration (software), 32, 53 Institute of Food Technologists (IFT), 6, 105 Product Development Competition, 42 Sensory Evaluation Division, 329, 336–337 Instron, 258 Integrity, in research, 100, 102 Intensity, scaling of, 228 Interest model, 128–129 vs persuasion model, 146 Internet It! studies, 109–110 and sensory research, 328–329 and survey research, 108 Interval scales, 314 Interviewers, quality of, 84 Interviewing in Find Out phase, 54, 56, 57 home use tests and, 255–256 Ipsative analysis, 48 IRI (Information Resources, Inc.), 106, 107 ISOT conferences, 335 Iterative research, advantages of, 146 It! Foundation Studies, 109–110 Jacobs, Harry, 5, Japanese Chemoreception Research Organization, 334 JAR attributes, 185–188 JAR scales, 182–189 Jensen, Rolf, 45 Johnson, Spencer, 103 Journal of Product Innovation Management, 104 Journals, sensory research, 334 Journal of Sensory Studies, 104 Journal of Texture Studies, 334 Just-About-Right (JAR) scale, 182–184 data consistency, 184–188 reverse engineering and, 188 self-designed ideal, 188–189 Kapsalis, John, Kelly, George, 44 Kelly, Tom, 57 Kendall’s coefficient of concordance, 314 Knowledge archiving, 27–28 balanced inputs, 99–100, 101 bubbles, 33, 34 building with concept research, 130, 133 embracing, 21 from information, 17 generalizability, 54 historical, 17–19 idiographic, 48, 128 management, 19–21 nomothetic, 128 objectivity and, 54 perspicacity and, 54 power from, 19 real-time elicitation, 209 sound biting, 30, 31 standardizing, 27 up-to-date, 89–91 veracity and, 54 Knowledge mapping, 55 data sources, 29 Index_Moskowitz_277175 4/3/06 11:31 AM Page 349 Index data storage, 32–33 graphic software for, 32 product development, 28–33 steps in, 30 well thought out needs, 84 Koster, E.P., 334 Kraft Foods, 46 Kramer shear-compression test, 258 Kruskal-Wallis test, 314 Label, value of, 193–196 Laboratory tests, 231–232 advantages, 232 disadvantages, 232–233 off-premise, 236–237 panelist participation, 239–240 panelist recruitment, 234–235 panelist screening, 237–239 panel size, 233–234, 304 product per sitting, 241 test facility, 240–241 “Lady Tasting Tea,” 330 Lagging capabilities, 101 Leading capabilities, 101 Leading consumer behavior indicators, 212–213 Lead user methodology, 59–60 Lead users, defined, 59 Life, 104 Liking brand and, 193–196 consumer acceptance tests, 219–227 drivers of, 165–167 hedonic scales See Hedonic scales JAR scales, 185–188 label and, 193–196 optimization, response surface methods, 268–279 sensory preference segmentation, 189–193 Linear scales, 260 Line scaling, 313 Linkage map, 50, 51, 53–54, 55 Linkage theory, 44 Linnaeus, Carolus, “Looking Beyond Traditional Models,” 100 349 McBurney, Donald, McDonald’s, 110 Magnitude estimation descriptive analysis, 261–262 ratio scale, 314 Maier, Andrea, 137 Maier, Corinne, 97 Mail, and home use tests, 250–255 Mall intercept central location tests, 163–164, 242, 243–244 for HUT recruitment, 252 Mann-Whitney test, 314 Manufacturing, product, 211–212 Map books, for value diagrams, 63 Mapping and factor analysis, 331 popularity of, 331 Margarines product modeling, 171–174 response surface modeling, 174–179 R-R attribute analysis, 166–167, 168 Market conditions, changes requiring benchmarking, 214, 215 Marketing Management, 50 Marketing News, 105 Marketing Science Institute, 45 Market opportunity assessment, 209 Market research budgetary funding, 91 and concept testing, 118 and consumer needs, 40 current and contemporary, 89–91 focus of, 219 framework for incorporating consumer mind-set, 102–112 home use tests, 250 Internet-based, 328 and knowledge management, 19–20 master’s degree in, 329 model for integrating with sensory research, 78–83 panel size, 219, 301–302 respondents, 165, 201 samples, 201 strategical, 91–93 Index_Moskowitz_277175 350 4/3/06 11:31 AM Page 350 Index Market research, (continued) vs consumer acceptance tests, 219, 220 vs sensory analysis, 10–12, 77, 201–202, 325–326 Market researchers intellectual heritage, 12, 128, 325 job descriptions/titles, 70–71 mind-set of, 72, 73–74, 91–92 Market share analysis, 118 Market share simulation, 118 Market strategy and testing, 211 Market structure studies, 108 Market understanding, consumer/customer perceptions, 70–76 Maslow, Abraham, 44 Means, defined, 44, 52 Means-end chain, 44, 52 Meiselman, Herbert, Message deconstruction, 137–138 Metatrends, 104 Microchip, RFID, 107 Microsoft Outlook®, 97 Military, food acceptance measurement, 5, 159, 228 Milky Way II, 211 Mind-set consumer, 13, 102–112 consumer researchers, 91–92 market researchers, 72, 73 –74, 91–92 sensory analysts, 13–14, 15, 72, 73–74, 91–92 Mind-set segmentation, 109–110 Mintel International Group, 107–108 Modeling dummy variable, 124 graphical methods, 265–267 history of, 330–331 interest model, 128–129 persuasion model, 126–128 response surface modeling, 174–179 statistics, 279–288 Moskowitz, Howard, Multidimensional scaling (MDS), 206, 286–287 Multivariate analysis canonical analysis, 284 cluster analysis, 282–283 correspondence analysis, 288 discriminant function analysis, 283–284 factor analysis, 282 method selection, 288 multidimensional scaling, 286–287 multiple regression, 285 partial least squares regression, 285 preference mapping, 285–286 principal components analysis, 281–282 Multivariate multiple regression, 285 Nabisco, 200 Naisbitt, John, 104 Napolean Bonaparte, Needs assessing, 42–43 defined, 44–45 unarticulated, 45 Neural imaging, 110 Neuroeconomics, 70 Neuromarketing, 110 New Coke®, 211 New product development and benchmarking, 210–211 “broken” process, 213 consumer in, 204–205 cross-functional teams, 27, 200 early stage, 204–205 expert vs consumer panels, 310 sensory research in, 326 failures, 199 Internet-based, 329 and past knowledge, 17–18 performance assessment, 212–213 QFD and, 39 recombining concept elements, 149, 150–152 scenario analysis, 155, 156–157 speed to market, 205 synergisms, 152–155 New products, consumer perceptions and evaluations, 213 New York Academy of Sciences, 335 NFO, 106 Nielsen Center, 107, 108 Nominal scale, 313 Nomothetic knowledge, 128 Index_Moskowitz_277175 4/3/06 11:31 AM Page 351 Index “No-preference,” 222, 223–224, 226–227 “No-shows,” 239–240 NPD, 107 Null hypothesis, 124, 224 Objectivity, knowledge and, 54 Observation research, 55–57 Office, as testing venue, 163–164 Optimization JAR scales and, 182–189 multiple targets, 179 product modeling, 170, 171–174 response surface modeling, 174–179, 211, 268–279 Ordinal scales, 314 Ordinary least squares regression in conjoint measurement, 121, 125–128 optimal formulations, 176 Organizations intellectual honesty within, 92–93 as panelist sources, 244, 300–301 Over-delivery, product, 161, 183–184 Package design and concept research, 136, 138–139 and healthfulness, 139 Internet-based, 328 Paired preference tests, 222–227 advantages, 223 data analysis, 224 disadvantages, 224 forced-choice, 226 misusing, 227 “no-preference,” 22, 223–224, 226–227 Panelists, See also Respondents age of, 309 appropriate users, 308 demographic characteristics of, 309–310 descriptive analysis, 259, 261–263 education of, 309 employees as, 233, 234, 297–300 error estimation, 305 frequency of product use, 308 home use tests, 251–253 income of, 310 laboratory tests, 234–237 local residents as, 234–236 351 non-responders, 251 no-shows, 239–240 over-participation, 299 participation, 239–240 payment of, 240 pre-recruited, 243, 246 questionnaires, 317, 319–322 random sample of, 207 recruiting, 306–308 scaling and, 312–317, 318 screening, 237–239, 244–245 sources of, 244 target population, 296, 309 trained vs untrained, 262 validation check, 296–297 walk-outs, 232 Panels base size See Panel size church, 300–301 consumer See Consumer panels in early stage development guidance, 310 employees vs non-employees, 297–300 expert, 164–165, 295–296, 310 sample evaluation, 311–312 Panel size acceptance tests, 219, 304–305 calculations, 302–303 central location tests, 304, 305 consumer tests, 302 descriptive analysis, 302 focus groups, 304, 304 home use tests, 251, 304, 305 laboratory test, 304 market research tests, 219, 301–302 over-sampling, 302 power of statistical tests, 301 sensory tests, 304–305 simulation study, 303–304 under-sampling, 302 Pangborn, Rose Marie, 9–10, 38, 330, 337 Pangborn Symposium, 5–6, 335, 337 Parity capabilities, 101 Partial least squares regression analysis, 206, 285 PDMA, 338 Peanuts, optimization, response surface methods, 269–275 Index_Moskowitz_277175 352 4/3/06 11:31 AM Page 352 Index Pearson correlation coefficient, persuasion model, 133 Perception and Opinion of People (POP), 64 Perception research, 31 Personal constructs theory, 44 Perspicacity, knowledge and, 54 Persuasion model, 126–128 segmentation, 132 vs interest model, 146 Photography, of knowledge maps, 32 Physicochemical measurements, product characterization, 257–259 Pillsbury, 200 Plackett-Burman screening design, 124,175, 177 Pocket books, consumer research, 63 Popcorn, Faith, 104 Popcorn Report, The, 104 Positioning concepts, 115, 116 Post-It® Notes development of, 18 and knowledge mapping, 29, 31 as visualizing tools, 53–54 PowerPoint, 53 Preference defined, 221 differences in, 189–193 magnitude of, 224 Preference mapping (PREFMAP), 285–286 Preference tests defined, 220 one-tailed, 224, 226 paired, 222–227 scaling, 221–222 statistics, 225–227 two-tailed, 72, 224, 226 uses, 221–222 Prepared Foods, 108 Principal components analysis, 170, 171, 281–282 Principles of Sensory Evaluation of Food, 333 Probability, 279 Procrustes mapping, 331 Procter & Gamble, 39 Product acceptance See Acceptance Product attributes critical quality, 202–203 evaluative, 161, 162 image, 161 JAR scales, 185–188 liking drivers, 165–167 modeling, 167–174 descriptive/predictive equations, 268 graphical methods, 265–267 response surface methods, 268–279 over-delivery, 161 physicochemical measurements, 257–259 sensory, 161 sensory directional, 161 types of, 161–162 under-delivery, 161 Product commercialization, 206, 207, 211–212 Product comparisons, 216 Product concepts, 115, 116; See also Concept development Product definition, 210 Product development business process hurdles, 89–93 consumer acceptance tests, 205 consumer-centric, 37–40, 42–48 and consumer learning, 62–64 consumers as individuals, 40–42, 46 cross-functional teams, 200 descriptive analysis in, 259 discovery phase, 39–40 early stage expert vs consumer panels, 310 field research, 42 sensory research in, 326 fear of change, 76 increasing productivity, 75–76 information technology for, 19 integrated, 21, 27–28, 72 knowledge-centric, 21, 26 knowledge management, 19–21 knowledge mapping, 28–33 milestone-driven, 208 model new, 78–83 response surface methods, 268–279 traditional, 70–76 Index_Moskowitz_277175 4/3/06 11:31 AM Page 353 Index past learning and, 17–19 performance assessment, 212–213 product characterization, 206, 207, 211–212 product implementation and marketing, 206, 207, 210–211 product launch and evaluation, 206, 207, 212–213 product strategy and definition, 206, 207, 208–209 project failure, 75 QFD and, 39 qualitative and quantitative, 83–89 recombining concept elements, 149, 150–152 scenario analysis, 155, 156–157 and sensory research, 206–213 speed to market, 205 synergisms, 152–155 Product Development Competition, 42 Product Development and Management Association (PDMA), 338 Product elements, 52 Product failure, and knowledge management, 20 Product guidance, concept research and, 136 Product implementation and marketing, 206, 207, 210–211 Product launch and evaluation, 206, 207, 212–213 Product lifecycle management (PLM), 21, 26 Product modeling, 167–170 category appraisal, 171–174 response surface analysis See Response surface modeling steps in, 170 Product name, and acceptance, 139 Product optimization See Optimization Product performance assessment methods, 212–213 home use tests, 250 Product(s) changing, 214–215 expectations, 194–195 fit-to-concept, 178–179 frequency of use, 308 353 over-delivery, 183–184 repeat purchase of, 211 reverse engineering, 181–182 signature, 160, 234 trials, 211 under-delivery, 183–184 Product strategy and definition, 206, 207, 208–209 Product support, 212–213 Product testing, See also Sensory tests acceptance and preference tests, 219–227 attribute liking attitudinal approach, 165–166 R-R analysis, 166–167, 168 base size, 165 brand and, 193–196 central location intercept tests, 241–249 characterization, 257–265 corporate needs, 160 critical quality attributes, 202–203 descriptive analysis, 259–265 employees as panelists, 233, 234 expert judgments, 4–6 home use tests, 249 Internet-based, 328–329 JAR scales and, 182–189 label and, 193–196 laboratory tests, 231–241 method selection, 288 modeling descriptive/predictive equations, 268 graphical methods, 265–267 product model, 167–174 response surface methods, 268–279 statistics, 279–288 origins, 159–160 panels, 295–310 physicochemical measurements, 257–259 product model, 167–174 professionalization of, questionnaires, 317, 319–322 respondents base size, 165 consumers as, 164–165 expert panels, 164 Index_Moskowitz_277175 354 4/3/06 11:31 AM Page 354 Index Product testing, (continued) response surface modeling, 174–179 and reverse engineering, 181–182 sample evaluation, 311–312 scales, 227–231, 312–317, 318 sensitivity analyses, 179–182 sensory preference segmentation, 189–193 taste tests, 163 test location and ratings, 256–257 venues for, 162–164, 231–257 Product understanding, consumer/customer perceptions, 70–76 Product usage, branding effect, 196 Profiles, concept measurement, 120 Projects, failure of, 75 Promise testing, 117–118, 129 Protocept, 115 Prototypes, 175–176, 210 Psychographic profiles, 129 Psychographics, 106, 129–133 Psychometrics Society, 332 Psychophysics defined, founding of, 120 and sensory analysis, 6–7 Purchase intent scales, 128 QDA method, 10–11, 264 Qualitative research defined, 85 focus groups, 203 integrating with quantitative research, 83–89 Quality Functional Deployment (QFD), 39–40 Quantify phase, consumer understanding, 60 Quantitative descriptive analysis (QDA) method, 10–11, 264 Quantitative research, 203 defined, 86 integrating with qualitative research, 83–89 and sensory analysis, 330–332 Questionnaire design demographic questions, 320 format, 322 length, 320–321 open-ended questions, 321 overall liking rating placement, 319–320 and pretesting, 322 purchase intent question, 321 questions, 317 question sequence, 317–318 respondent fatigue, 321 structuring and wording, 317, 319 Questionnaires Internet-based, 328 mail-back, 213 screening, 306–308 self-administered, 246, 253, 255 R & D department, sensory testing and, 201–204 Ranking scales, 229–231, 314 Ranking test, ballot for, 230, 231 Ratings conversion of, 121 test, 222, 224 and test location, 256–257 Rating scales FACT, 229 9-point hedonic, 228; See also Hedonic scales Ratio scaling, 220, 313, 314 Real-time knowledge elicitation, 209 Reference point, benchmarking, 210 Reference standard, descriptive analysis, 262–263 Regression analysis, 280–281 category appraisal, 172–174 in conjoint measurement, 120–122, 125–128 optimal formulations, 176 Regression modeling, dummy variable, 124 Reidel Publishing Company, 334 Rejection, concept, 126 Repertory grid method, 44 Replication, for error analysis, 305 Research custom, 108 integrity in, 100, 102 secondary, 107–108 semi-syndicated, 109–110 Index_Moskowitz_277175 4/3/06 11:31 AM Page 355 Index survey, 108 syndicated, 106–107 Residuals, defined, 280 Resources, scarce, and effective organization, 89–93 Respondents, See also Panelists acceptance tests, 221 “Add Excitement,” 129, 132 base size, 143, 145, 165 concept differentiation, 144 consumers as, 164–165 expert panels, 164–165, 295–296, 310 fatigue and questionnaire design, 321 honesty of, 146 market research tests, 301–302 paying, 141, 143 segmenting, 129–133 superficial reading by, 141 “Total Experience,” 129, 132 “Traditional,” 129, 132 Response surface methods (RSM), 169, 179, 201 applications, 269 basis set, 174 business applications, 272 examples, 269–276 experimental designs, 175–176, 177 fit-to-concept products, 178–179 history of, 330–331 objective of, 277, 279 process, 268–269 product dynamics, 276–279 for product optimization, 211 prototypes, 175–176 Reverse engineering, 181–182, 188, 206 RFID technology, 107 Roper Starch Worldwide, 107 R-R analysis, 166–167, 168 RSM technology See Response surface methods Sales figures, 212 Salsa prototypes, JAR scales, 185–188 Samples blind, 201 carry-over effects, 311 control/reference, 311 evaluation booths, 312 evaluation of, 311–312 labeled, 201 scaling, 312–317, 318 tests for differences among, 206 warm-up, 263 Sampling, bias in, 222 Scales acceptance tests, 220 category, 260 in descriptive analysis, 260 different vs same, 144 ease of use, 312–313 fully anchored, 312 hedonic measurement See Hedonic scales interval, 314 levels of, 313–314 linear, 260 nominal, 313 ordinal, 314 preference tests, 221–222 purchase intent, 128 ranking methods, 229–231 ratio, 313, 314 selection of, 314–317 Thurstonian, 120 types of, 313 unstructured line, 260 use of, 227–228 Scale-up, 206, 207, 211–212 Scanner data, 106–107 Scenario analysis, 155, 156–157 School, for central location tests, 242 Schumpeter, Joseph, 21 S.C Johnson, 46 Screener, 306 Screening questionnaire, 306–308 Secondary research services, 107–108 Segmentation, 99, 129–133 and behavioral modeling, 106 individual-level models, 141 persuasion model, 132 in psychographics, 129–133 sensory preference, 189–193 to remove mutual suppression, 147 Self-designed ideal, 188–189 Semi-syndicated research, 109–110 Semon, T., 105–106 355 Index_Moskowitz_277175 356 4/3/06 11:31 AM Page 356 Index Senge, Peter, 27 Sensitivity analyses, 179–182 Sensometrics, Sensometrics Conference, Sensometrics Society, 7, 8, 332 Sensory analysts academic, 14, 15, 325–326 as academic contractors, 326–327 chemists as, 7–8 and consumer researchers, 201 coping with data, 13 educating, 329–330 evolution of, 325–328 industrial, 325–326 intellectual heritage, 11–12, 128, 325 Internet and, 328–329 job descriptions/titles, 70–71 mind-set of, 13–14, 15, 72, 73–74, 91–92 professionalism study, 13–14, 15 role of, 200 vs market researchers, 201, 325–326 Sensory attributes, 161 brand and, 196 constrained optimization, 179 JAR scales, 185–188 modeling descriptive/predictive equations, 268 graphical methods, 265–267 response surface methods, 268–279 R-R analysis, 166–167, 168 Sensory directional attributes, 161 Sensory evaluation company, 236–237 Sensory Evaluation Division, IFT, 329, 336–337 Sensory Evaluation Practices, 334 Sensory Evaluation Techniques, 334 Sensory Forum, 91 Sensory-liking curve, 191–193 Sensory research academic, 14, 15, 325–327 accreditation, 337–338 applied, 325–326, 332–334 applied vs academic, 325–326 beginnings of, 4–6, 333 and benchmarking, 210–211, 213–217 books, 334–335 budgetary funding, 91 and business decisions, 200 and concept research, 117 conferences, 335–337 conjoint measurement in, 120 consumer-centric, 9–10, 37–40, 42–48 consumer interactions, 61–62 consumers as individuals, 40–42, 46 current and contemporary, 89–91 current state of, 12–13 and decision making, descriptive analysis, 259–265 evolution of, 332–334 expert focus, 4–6 fuzzy front end, 326 impact of, 78 integrated approach, 60–64 Internet and, 328–329 journals, 334 and knowledge management, 18, 21 liking drivers, 165–167 mapping and, 331 and market opportunity assessment, 209 model for integrating with consumer research, 78–83 move toward practicality, 327–328 and product development process, 206–213 product modeling, 167–174 professionalization, 337–338 and prototype development, 210 and psychophysics, 6–7 quantitative trends, 7–9, 331–332 respondent base size, 165 respondents, 164–165, 201 response surface modeling, 174–179 role of, 199, 202 samples, 201 statistics in, 7–9, 205–206, 279–288, 330–332 test objectives, 202–204 timelines, 20, 22–25 venues for, 162–164 vs market research, 10–12, 77, 201–202 Sensory tests, See also Product testing acceptance tests, 219–227 blind-labeled, 203–204 Index_Moskowitz_277175 4/3/06 11:31 AM Page 357 Index central location intercept tests, 241–249 critical quality attributes, 202–203 home use tests, 249 laboratory tests, 231–241 panels, 295–310 panel size, 304–305 preference tests, 219–227 questionnaires, 317, 319–322 R & D-oriented, 201–204 sample evaluation, 311–312 scaling, 312–317, 318 Shadow boxes, 63 Shopping mall, for central location tests, 242, 243–244 Silo, 27–28, 121 Similarities, multidimensional scaling, 286–287 Simulation, in Find Out phase, 54, 56, 57 Sloan, Elizabeth, 105 Smiley face scale, 316–317, 318 Snackwell, 27 Snapping test, 258–259 Society trends, and consumer decision making, 48–60 Soldiers, food acceptance, 5, 159, 258 Sound bites, 30, 31, 52 Spectrum Descriptive Analysis, 264–265 Spectrum method, introduction of, 11 Stage-Gate®, 20, 39, 199 Statistical modeling, 169 Statistics canonical analysis, 284–285 cluster analysis, 282–283 correlation analysis, 280 correspondence analysis, 288 discriminant function analysis, 283–284 factor analysis, 282 method selection, 288 multidimensional scaling, 286–287 multiple regression, 285 multivariate methods, 281–288 partial least squares regression, 285 preference mapping, 285–286 principal components analysis, 281–282 probability, 279 regression analysis, 280–281 357 in sensory research, 7–9, 205–206, 279–288, 330–332 test power and base size, 301 Stengel, Jim, 103 Stepwise discriminant analysis (SDA), 284 Sterile booth, 162–163 Stevens, S.S., Store, consumer intercepts, 243–244 Strategic plan, product development, 208–209 Stretch elements, 144 Structuralism, Success, and consumer-centrism, 69, 74–75 Suppliers, and consumer needs, 41–42 Supply economy, 97 Surfer access system program, 272 Survey research, 108 Surveys, door-to-door household, 252 Survivor, 63 Swedish Institute for Food Preservation Research (SIK), 5, 11 Syncretistic development, 149, 150–152 Syndicated research, 106–107 Synergisms, new product development, 152–155 Taste test booths, 163 Taste test kitchens, 326 Tchong, Michael, 104 Technology, impact on business, 97–98 Telephone, and home use tests, 251–252, 255–256 Testing venues central location facilities, 163 home use tests, 163–164 sterile booth, 162–163 Texture and descriptive analysis, 260 optimization, response surface methods, 268–279 Texture profile attributes, 257, 258 Texture Profile method, 264 Thinking balanced, 99–100, 101 diversity of, 92 visual, 31 win-lose, 93 Index_Moskowitz_277175 358 4/3/06 11:31 AM Page 358 Index Thurstonian scaling, 120 Time, 104 Tipping Point, The, 103 Titchener, Edward Bradford, Toffler, Alvin, 104 Top-level responses, 105 Top-of-mind responses, 48–49, 83, 105 “Total Experience” respondents, 129, 132 Tracking studies, 108, 212–213 “Traditional” respondents, 129, 132 Tragon Corp, 264 Trendscaping, 104 Trend-spotting, 104–105 Trial production, 206, 207, 211–212 Tried first basis, 222 Trump, Donald, 63 Trust, breach of, 93 “Truth toxins,” 112 T test, 160 Tuorila, Hely, “Twelve Steps to Test Market,” 39 Unconscious mind, and decision making, 44, 45 Under-delivery, product, 161, 183–184 Understanding & Insight Group, 109 University of California at Davis, 329 University of Georgia, 329 Unstructured line scales, 260 Usage studies, 106 U.S Army Natick Laboratories, 5, U.S Census, 105, 251 Utilities concept, 148 concept acceptance, 129–133 defined, 121 Validation, regression analysis, 281 Validity knowledge and, 54 and respondent base size, 145–146 “Valuable distinctions,” 42 Value, 92 Value diagrams, 50, 51, 53–54, 55, 63 Values and consumer needs/wants, 42 defined, 52 Variability, scaling by, 120 Variables defined, 121 functional relations among, 206 Vendors, and consumer needs, 41–42 Veracity, knowledge and, 54 Vignettes, 120 Visio, 32, 53 Visualization, 31 Visualizing tools, Frame phase, 53 VNU, 106 von Sydow, Erik, 11, 80 “Walk-outs,” 232 “Wandering scores,” 311 Wants assessing, 42–43 defined, 44–45 unarticulated, 45 “Weak signals,” 18 “Wealth Effect - Who Has the Money and Where You Can Find Them, The,” 105 Weaning foods, concept research, 137–138 White spaces, 17 Whole product utility, 70 Who Moved My Cheese?, 103 Wilcoxon signed ranks test, 314 Wind, Jerry, 119 Win-lose thinking, 93 Winning at New Products, 39 Winning messages, deconstruction of, 137–138 Wundt, Wilhelm, 166 Yes/no options, 123 Yoshida, Masaki, 331 ... Integrated Market and Sensory Input for Food Product Design and Development 69 A Process to Bring Consumer Mind-Sets into a Corporation 97 Developing Relevant Product Concepts 115 High-Level Product Assessment... by consumer and sensory researchers in Figures 2.1 and 2.2, which present timelines and available tools The consumer and sensory research timeline acknowledges and applauds techniques, tools, and. .. the product design, in the form of sensory scientists or consumer research professionals, should clearly be able to participate in leading the thoughtful understanding and thinking about the brands