CONSUMER TESTING Objectives of Module l Learn the various types of consumer tests l Know when to use them

FST 650 l Who is the best judge of attributes such as flavor, texture or color? l The Product Developer? l Marketing? l Senior Management? l The consumer?

Marketing Issues are Different for Foodservice, Food Processor and Consumer Products Industrial Consumer DemandDerivedDirect Purchase DecisionComplex Sometimes on Impulse Negotiation OftenSeldom Customer Service YesSeldom

BUT ALL FOOD PRODUCTS NEED TO BE TESTED FOR CONSUMER or CUSTOMER ACCEPTANCE!!!!!

SEQUENCE OF PRODUCT CONSUMER TESTING Expert Evaluation Employee Testing Guidance Testing Market Research Test Market National Roll-out Product Development Marketing

PURPOSE OF CONSUMER TESTS l Consumer Guidance Texts – Aids further product development – Identifies areas of needed improvement l Market Research Tests –Measures consumer acceptance –Estimates potential market size –Identifies product claims

CONSUMER RESEARCH OPTIONS Pre-Prototype Post-Prototype Stage Qualitative Quantitative Depth Interviews Focus Groups Expert Judgment Surveys Concept Tests Perceptual Maps Conjoint Analysis Product Use Tests Bases Tests Lab Test Market Test Market

SCOPE OF CONSUMER TESTS l Expert Evaluation –1 to 5 scientists in a Laboratory l Employee Testing –Sensory Booths, Hall Panels – respondents l Guidance Testing –Focus Groups – 8-12 respondents –Central Location Tests, Mall Intercepts – respondents –In Home Use Tests – 100 respondents l Market Research –In Home Tests, Controlled Store Tests – respondents l Test Market – 5K – 3 Million consumers

Qualitative Research Methods are Often the Most Appropriate to Use for l Generating Ideas l Understanding the Consumer – learning their language l Evaluating Concepts, Strategies and Tactics l Pre-testing of Quantitative Research

Focus Group and One-On-One Interviews Present a Choice Focus Groups In-Depth Interviews Cost LessMore Confidentiality LessMore Interactions SubstantialNone Peer Pressure Yes No Logistics DifficultSimpler

TO CONDUCT A FOCUS GROUP 1. Select a Moderator 2. Develop a Screener 3. Determine Makeup of Group 4. Recruit Participants 5. Write Discussion Guide 6. Schedule facility

Quantitative Consumer Research is Often Needed, but Not Always Feasible Some Small-Sample Quantitative Research Works l Conjoint Analysis l Multidimensional Analysis (Perceptual Mapping)

Conjoint Analysis Determines Relative Importance of Product Attributes For a new cookie, e.g. AttributeRelative Importance Price31% Flavor21% Crispness18% Color12% Size 9% Brand Name 6% Aroma 3% 100%

Questionnaire Construction l Keep it Simple l Avoid Ambiguity l Avoid Double-barreled Questions l Avoid Leading Questions l Avoid Overgeneralization or Oversimplification l Response categories must be mutually exclusive

Basic Types of Tests l Paired Comparison –Used when benchmark products are available –Which do you prefer and why? l Monadic –Used for unique products –How much do you like it? l Proto-monadic – Combines the above

BASES TESTS – A. C. NEILSEN l First, obtain Consumer’s reaction to the concept only l Then have them try the product

Questions to Ask Respondents l Overall Preference (if a pair test) l Degree of Liking l Intent to Purchase l Likes and Dislikes – (three times) l Reaction to Attributes –Just About Right Scores l Other Product Questions –Uniqueness –Frequency of Use, etc. l Demographics

Hedonic Scales l Can range from 2 – 9 points l Verbal descriptors required l For Example – 5 point scale for Purchase Intent –1. Definitely would buy –2. Probably would buy –3. Might or might not buy –4. Probably would not buy –5. Definitely would not buy

SCORES YOU HOPE TO SEE l Statistically Significant Preference (e.g. 60/40 among 100 respondents) l 70% Top Two Box Purchase Intent l 65% Just-About-Right l In Bases tests, increase in acceptance after trying the product

Key Takeaways - Consumer Testing Module l The consumer or customer is ALWAYS right. l Product Development should use consumer guidance testing to determine how to further improve new products before Market Research tests. l Do not let Marketing use guidance testing to make marketing decisions