From sensory marketing to sensory design: How to drive formulation using consumers’ input?

Abstract Companies need to continuously innovate to maintain market leadership. When the market is overloaded the challenge consists in creating innovative products able to attract and satisfy consumers. The general aim of this research is to set-up an operational protocol that aids in creating innovative products using a sensory marketing approach, i.e. involving consumers at different stages of the process and demonstrates the validity of this protocol. The chosen product – a specific category of drink – has been duplicated by many competitors; therefore, it is necessary to create again differentiation by improving its sensory characteristics. First, a qualitative phase explored the concerned food universe and the possible sensory variations of the product across the five senses. Following this phase, a limited number of factors were selected for sample formulation: colour intensity (4 intensities), flavouring (3 types), label type (soft touch vs. hard) and pack size (standard vs. oversize). Next, a statistical experimental design was used to select a partial number of all combinations to be tested quantitatively. Finally, a quantitative phase allowed for evaluating the liking and concept fitting of 12 scenarios from the experimental design and data was analyzed with a conjoint approach. The results showed that the main factors which drive consumer preference for this concept are colour intensity and flavouring. Pack size and label type are taken into account by the consumer to a lesser extend. The ideal combination of the studied factors was also determined and lead to an agreement between product developers and marketers. This experiment showed the feasibility of the proposed multi-sensory design method based on mixed qualitative and quantitative approaches.

[1]  Use of conjoint analysis to assess web-based communications on functional foods , 2004, Appetite.

[2]  Harry T. Lawless,et al.  Consumer purchase probability affected by attitude towards low-fat foods, liking, private body consciousness and information on fat and price , 1996 .

[3]  Berta Schnettler,et al.  Importance of the country of origin in food consumption in a developing country , 2008 .

[4]  J. Potter,et al.  Focus Group Practice , 2004 .

[5]  Marc Filser.  Le marketing sensoriel: la quete de l'integration theorique et manageriale , 2003 .

[6]  Naresh K. Malhotra,et al.  Marketing Research: An Applied Orientation , 1993 .

[7]  P. Green,et al.  Conjoint Analysis in Consumer Research: Issues and Outlook , 1978 .

[8]  J. Hobbs.  A transaction cost analysis of quality, traceability and animal welfare issues in UK beef retailing , 1996 .

[9]  Modern marketing research techniques and the property professional , 1995 .

[10]  Tormod Næs,et al.  Consumer purchase probability of dry fermented lamb sausages , 1998 .

[11]  Gastón Ares,et al.  Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods , 2007, Appetite.

[12]  Il-Sun Yang,et al.  A cross-cultural comparison of fast food restaurant selection criteria between Korean and Filipino college students. , 2006 .

[13]  Edward F. McQuarrie,et al.  Focus Groups: Theory and Practice , 1991 .

[14]  Michael O'Mahony,et al.  Sensory evaluation and marketing: measurement of a consumer concept , 2005 .

[15]  U. Enneking,et al.  How important intrinsic and extrinsic product attributes affect purchase decision , 2007 .

[16]  Sara R. Jaeger,et al.  Uncovering cultural differences in choice behaviour between Samoan and New Zealand consumers: a case study with apples. , 2000 .

[17]  R. C. Lewis,et al.  Using Trade-Off Analysis To Measure Consumer Choices: the Full Profile Method , 1991 .

[18]  H. Edmunds.  The Focus Group Research Handbook , 1999 .

[19]  H. Moskowitz,et al.  Sensory benefits, emotions and usage patterns for olives: using Internet-based conjoint analysis and segmentation to understand patterns of response , 2005 .

[20]  Hildegarde Heymann,et al.  INFLUENCE OF SELECTED MARKETING FACTORS ON CONSUMER RESPONSE TO RESTRUCTURED BEEF STEAKS: A CONJOINT ANALYSIS , 1990 .

[21]  Imad Toufeili,et al.  Mapping determinants of purchase intent of concentrated yogurt (Labneh) by conjoint analysis , 2007 .

[22]  Xianyi Zeng,et al.  Intelligent Sensory Evaluation , 2004 .

[23]  Zata M Vickers,et al.  Incorporating Tasting into a conjoint Analysis of Taste, Health Claim, Price and brand for Purchasing Strawberry Yogurt. , 1993 .

[24]  Rosires Deliza,et al.  Labelling effects on consumer intention to purchase for soybean oil , 2005 .

[25]  David H. Lyon,et al.  The influence of information about organic production and fair trade on preferences for and perception of pineapple , 2008 .

[26]  Klaus G. Grunert,et al.  What's in a steak? A cross-cultural study on the quality perception of beef☆ , 1997 .

[27]  S. Jaeger,et al.  The influence of involvement on purchase intention for new world wine , 2007 .

[28]  Zaïd Harchaoui,et al.  A Machine Learning Approach to Conjoint Analysis , 2004, NIPS.