Presentation on theme: "RapiTests for Sensory Contact: Alexandre One World Research (1WR) Tel: 44 (0) 20 7099 4801, Internet:"— Presentation transcript:
RapiTests for Sensory Contact: Alexandre Khan @ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan@1WR.net, Internet: www.1WR.net Sensory Box Installation Art by Superbien
R a p i T e s t s for Sensory Scope Combines internet with in situ exposure of products Central Location (CL) based Uses either incentivized: street intercept respondents screened “expert” consumers* Adapted to different sensory evaluation methods Conducted in major cities of Europe and worldwide Can standardize approaches, questionnaires and questions, to compare, transpose results, through data- mining and knowledge base (ExtenSights) * Half way between assessors and consumers
R a p i T e s t s for Sensory Benefits Fast: results are available when fieldwork is completed Quality of central location testing with supervisor presence, and speed and advantages of internet research Ability to show products, labels and other materials Available in most cities of Europe and the world (over 200 projects completed in 40 locations on all continents) Flexible: probing further where needed, can sequence tests to screen out alternatives Integrated project, questionnaire/questions in different languages, standardization Cost effective
R a p i T e s t s for Sensory Questions RapiTests address How is my product, variant liked, also when compared to other products? What are the key drivers of consumer liking? Which formulation has a higher potential for launch? How can product formulation be improved? Do consumers find my product different or similar to others? Why? How do consumers describe its taste, characterizes its olfactory and/or taste dimensions, also in time during consumption or usage? How can I plan and get more out of consumer tests and better understand opportunities for a given category (preference mapping) ? How can I access results instantly, combining quantitative criteria with qualitative depth diagnostics
R a p i T e s t s for Sensory Methodology Combining central location with the flexibility and speed of the internet offer many methodological possibilities. Uses either P&P sequentially followed by data entry, PCs or CAPI (Android or iOS IPad) RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements. 1WR has standardized questions for various sensory methods (see following Sensory method examples) Planning is required for regular or continuous projects
R a p i T e s t s for Sensory Adapted methods for different needs, requirements (1/2) Consumer / Expert Consumer Objectives Free Sorting Creation of groups of similar products, which is quite easy and suitable when testing a larger number of products. It is possible to identify potential consumer sub-groups by the way in which they perceive, and thus better understand the “individual” reactions. Also enables comparisons between professionals, expert consumers and general consumers. Analysis: Multidimensional scaling Free Choice Profiling Profiling to profile, distinguish and map products. A monadic characterisation of a product by scoring, on a linear scale, several descriptors chosen by the consumer. Analysis: Generalised procrustes analysis QDA / DA (see example next slide) Quantitative Descriptive Analysis or profiling monadically characterises a product by scores, on a linear scale, through several consensual descriptors Analysis: Principal component analysis (PCA) Napping Projective mapping Position several products on a map according to their similarity (the closer, the more similar). Analysis: Photo decryption, analysis Consumers + Expert Consumers Panel
R a p i T e s t s for Sensory An Example: Quantitative Descriptive Analysis Method Test (QDA) Recruitment Training Tie break among alternatives Tasting Grid answering Recruitment Attribute / vocabulary generating Test (Preparation when no experts) Although some sensory evaluation methods might be complex and take some time for respondents to complete, RapiTests speed ensure that results are delivered very rapidly once fieldwork is completed
R a p i T e s t s for Sensory Adapted methods for different needs, requirements (2/2) Consumer Objectives CATA (Check All That Apply) Quickly assesses, profiles and maps products through potential sensory attribute choices (without scaling) Analysis: cross tabs & factorial analysis Repertory grid Elicitation process to generate vocabulary differentiating a product from the others JAR (Just About Right) scaling and Ideal Profile Method JAR measures levels of a product’s attribute relative to a respondent’s theoretical ideal level. These scales have an anchored midpoint of “just about right” or “just right”. Wit Ideal Profile Method, scaling of several products on a set of relevant sensory attributes (both perceived and ideal intensity is asked) and on hedonic aspects. Expert Consumer Objectives Flash Profile Comparative characterisation of several products by ranking, on a linear scale, several descriptors chosen by each assessor. TDS (Temporal Dominance Sensation) Obtains a sequence of the dominant sensations occurring in mouth/usage/ during consumption of the product. TDS is found to better enhance the sequence of sensations over time. Consumers Expert Consumers Panel
R a p i T e s t s for Sensory Sampling Depending on the method, intercept respondents may be between 80 or 150 per sample, i.e. if testing a new product versus an existing, 2 matched samples of 100 respondents will be required Larger samples can be used to compare early adopters with more traditional consumers or screen various alternatives in a tie-break situation Quotas are generally used on gender and ages, with some brand/product usage, and for panellists olfactory/gustative and articulate skills Regarding screened “expert” consumers, some methods like TDS and QDA respectively require samples of 30 and 15.
R a p i T e s t s for Sensory Outputs examples The significancy tests (t-test) compare measures, and are suitable for small samples. To get a t-test for example on the extent of the preference we divided the mean measure by the standard error. When a red letter is placed next to a measure, it means it is significantly higher to the other measure of the indicated column(s). Lower case characters (i.e. “b”) show significant superiority for a 90% Interval Confidence, upper case at (i.e. as above “B”) 95% IC. Analysis conducted in collaboration with
R a p i T e s t s for Sensory Norms, modelling & KB 1WR proposes to manage different RapiTests to: Enable benchmarks of product tests, offering guidelines to help improve question formulation, questionnaire design and methods Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking ExtenSights offers context based insights that are extracted from a common knowledge base: - allowing reuse of data across different products while protecting both proprietary data and confidential customer information - making sophisticated market intelligence accessible, also to non researchers internally and externally for client relations, as a proactive service to support NPD
R a p i T e s t s for Sensory Locations ARGENTINA (AR): Buenos Aires, Cordoba AUSTRALIA (AU): Sydney, Canberra and Brisbane AUSTRIA (AT): Vienna BELGIUM (BE): Brussels BRAZIL (BR): São Paulo, Rio de Janeiro, Salvador, Belo Horizonte, Fortaleza CANADA (CA): Toronto, Ottawa, Montreal CHINA (CN): First tier cities: Beijing, Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu DENMARK (DK): Copenhagen and Aarhus FRANCE (FR): Paris, Lyon, Bordeaux, Marseille FINLAND (FI): Helsinki GERMANY (DE): Hamburg, Düsseldorf, Cologne and Munich GREECE (GR): Athens, Thessaloniki INDIA (IN): Mumbai, Delhi, Kolkata, Chennai ISRAEL (IL): Tel Aviv ITALY (IT): Milan, Rome JAPAN (JP): Tokyo and Osaka. KOREA SOUTH (KR): Seoul, Pusan MEXICO (MX): Mexico, Ecatepec, Guadalajara MOROCCO (MA): Marrakech NORWAY (NO): Oslo PHILIPPINES (PH) : Manila POLAND (PL): Warsaw PORTUGAL (PT): Lisbon, Porto, Coimbra RUSSIA (RU): Moscow, St Petersburg SENEGAL (SN): Dakar SPAIN (ES): Madrid, Barcelona, Valencia SWEDEN (SE): Stockholm, Goteborg and Malmö SWITZERLAND (CH): Geneva, Zurich TURKEY (TR): Istanbul, Ankara UAE (AE): Dubai UK (UK): London, Birmingham, Bristol, Glasgow USA (US): Miami, New York, Chicago, SF, Dallas
R a p i T e s t s for Sensory In-depth Qualitative Option Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices. For example on: Likes/dislikes reasons and prompted understanding Attribute support and explanations Relevance, uniqueness, like diagnostic explanations Tie-break explanations Projective techniques In depth diagnostics
R a p i T e s t s for Sensory Costs Depend upon: the incidence to recruit respondents (generally between 50% to 30%) the duration of the questionnaire (generally between 15 min to 30 min) the cities where tests are conducted the necessity of special equipment (slide projectors or film projectors) the number of tests
R a p i T e s t s for Sensory International Coordination: Alexandre Khan, Director Shayne Savill, Accounts Sarah White, Admin IT Support: Andy Collins, and Ross Biggs: Data processing analysis Hans van Hooft: CAWI scripts Gerasimos Tzoganis, CAPI scripts José Luis Delmas Garrido, Data- mining Fieldwork Support: Michaela Klenkar: Scandanavia Petrana Valentinova: American & Iberian markets Ivana Dragicevic: Central Europe Rabia Ouchiha: Arabic markets Co-ordination Offices in London, Vauxhall Team
R a p i T e s t s for Sensory Team Alexandre Z. Khan, Director Alexandre acts as coordinator for new projects, methodologies and techniques. As background, Alexandre is a statistician and IT specialist and has lectured MR in various universities in Europe such as HEC Group and Insead. Alexandre started in MR in 1983 and was formerly Chairman of Pretesting Europe, a market research agency involved in quantitative copy testing. In 1994, Alexandre acted as a volunteer of an International Non Profit organisation with a group of international market researchers providing research to support basic education in South Asia and Africa ( (World View Literacy Information & Research, Paris and New Delhi). Since 1999, as Director of 1WR Alexandre has helped develop RapiTests, a quick turnaround tests for product/ad/concept/pack/design, developed TrendSetters for new product development as well as other innovative services. Alexandre's international experience includes projects in North America, Europe including Eastern Europe and Russia, Latin America, South East Asia, South Asia, Middle East countries and Africa. Alexandre is fluent in most ad 'hoc systems and has strong IT backing. In 2007, Alexandre founded an interagency flexible platform that co-ordinates consultants and agencies around the world under a common business model.
R a p i T e s t s for Sensory Field Coordinators Team Michaela Klenkar, Coordinator Nordic Area Michaela started to work in Stockholm in 2006. With more than eight years in the market research industry and a high international experience, Michaela coordinates RapiTests in Scandinavian markets. Michaela is originally from Germany where she started to work for the MR industry, moved on to London for another 6 years and since lives in Stockholm. Petrana Valentinova, Coordinator Spain, Portugal and LatAm markets Petrana coordinates studies in over 24 countries, helping to liaise and prepare reports in both English and Spanish. She monitors studies in the different countries; participate in projects for the European Union with the Department of International Technology Cooperation Programmes. She has experience in conducting interviews, desk Research for various publics Ivana Dragicevic, Coordinator Central Europe Ivana has diplomas in Interior Design, Anthropology and Journalism. She coordinates field teams in Europe, Russia and neighbouring markets. Previously, Ivana has held responsibilities as business assistant arranging international and marketing activities with agencies, also researcher at Denting, Zagreb. In addition, Ivana has handled Internet research projects for other agencies as well as 1WR. Rabia Ouchiha, Coordinator MENA markets Rabia has supervised qualitative projects in Algeria and is involved with fieldwork co-ordination MENA markets. Rabia has a PhD in industrial marketing. Rabia was trained agricultural technicians in Cheraga Algiers from 1998. She has also worked for an import company base for food and health sectors, in charge of sales, and has some training experience for the soft drink industry having worked Ifri a mineral water of Bejaia.
R a p i T e s t s for Sensory IT Support Team Andy C Collins, Quantitative Analysis and Systems After qualifying in Computer Science at College, Andrew has gained over 30 years experience working with computer software in the Market Research arena. Andy has continued to design and develop software for Market Research and for the last 15 years has concentrated on user-friendly packages. Andrew is a long-standing member of the Market Research Society in the UK and is a keen supporter of open systems for MR. Hans van Hooft, Quantitative CAWI Systems Hans studied Information Sciences at the University of Nijmegen. After that he started working as software engineer for a Dutch CRM software provider. In 1995, Hans co-founded IDfix software. Since then, Hans has been primarily engaged in the development and support of this product. During that period, he has gained a lot of experience in the area of market research. Gerasimos Tzoganis, Developer & CAPI Systems Gerasimos, MSc in Computer Science and Technology University of Patras, School of Engineering, Computer Engineering and Informatics Department handles CAWI scripts, especially transposing various question types and procedures for mobile devices. José Luis Delmas Garrido, Data-mining José Luis is licensed in statistics and operational research from University of Madrid, Mr. Delmas Garrido has participated in various workshops on data- mining and other related fields. Currently Senior Consultant, he has previously headed studies at TNS and other leading Spanish market research agencies.