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©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation www.tragon.com.

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Presentation on theme: "©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation www.tragon.com."— Presentation transcript:

1 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation www.tragon.com (800) 841-1177 Sensory Research in a Global Marketplace ASTM E-18, Standing Committee on Communication & Training April 22, 2009

2 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Session of Speakers Overview of Manual and Guest Speakers 2:30 to 3:00 3:00 to 3:30 3:30 to 4:00 4:00 to 4:30 4:30 to 5:00 Global Red Wine Research; A Case Study Cristina de la Presa Owens, Ph.D., Fosters Wine Estates Americas Test Locally, Manage Globally; Speak to the Consumer in their Own Language Chris Findlay, Ph.D., Compusense Global Harmonization of Sensory Methods; What is Fresh Milk? Gail Civille, Sensory Spectrum Testing Products Around the World Edgar Chambers IV, Ph.D., Kansas State University Interactive Group/Panel Discussion/Q&A

3 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation www.tragon.com (800) 841-1177 ASTM MNL-55-EB-DL 20812 International Consumer Product Testing Across Cultures and Countries

4 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Introduction Where can I buy a copy of the manual? ASTM E-18 MNL-55-EB-DL 20812 Download electronically full document or section by country Team of International contributors led by Alejandra Muñoz and Sylvia King Special contribution from Dennis Passe and Laura Anderson See acknowledgements Two Sections Main Document – General Principles Individual Documents – by Country

5 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Sensorys Role in Understanding Behavior Selected Quotes The impact of culture on preference is immense. (Suknark et al., 1998) The biggest concern is … developing appropriate descriptive terminology of characteristics perceived by different ethnic groups (Karahadian, 1994). As Pring 1981 stated, Careful consideration is required before conducting work overseas, and a greater preparedness for compromise and flexibility needs to be exerted than is necessary in home markets.

6 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Purpose Increase Awareness Among Sensory Professionals Tremendous growth in multi-national business Companies need tools to understand consumer behavior, preferences Sensory researchers should understand the National Character : Diet Heredity Culture Religion Ecology Literacy Rate A scientific approach to sensory and consumer research can provide tremendous insight for the business.

7 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Whats Included Manual Components Government Regulations Cultural Customs Product Procurement and Shipping Facility Challenges Vendor or Research Partner Recruitment Methods and Questionnaire Design Test Protocols, Design, and Execution

8 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Overview of Manual 17 Countries Included Argentina Brazil Canada China France Republic of India Japan Republic of Korea Mexico The Netherlands New Zealand and Australia Philippines Poland Spain Thailand United Kingdom United States

9 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation International Organizations Reference Lists AEMRIAssociation of European Market Research Institutes ALAMOLatin American Association for Marketing and Opinion Research AMAAmerican Marketing Association APMFAsia Pacific Marketing Federation EFAMROEuropean Federation of Associations of Marketing Research Organizations EFMAEuropean Financial Management and Marketing Association EMCEuropean Marketing Confederation EMROEuropean Media Research Organization-Secretariat EPhMRAEuropean Pharmaceutical Marketing Research Association FIPPInternational Federation of the Periodical Press IAAInternational Advertising Association MACHKMarketing Association of Chinese Mainland and Hong Kong SAR Marketing Research Institute International WANWorld Association of Newspapers WAPORWorld Association for Public Opinion Research WFAThe World Federation of Advertisers WMAWorld Marketing Association

10 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Universal Sensory Test Issues Minimize Errors Consider sources of variability and work to minimize errors in testing. Competitive Array Raw Ingredients Manufacturing Facilities Manufacturing Equipment Manufacturing Methods Distribution Channels Target Consumer Groups Test Environment & Facility Preparation and Usage Packaging Shipping Storage Conditions

11 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Research Considerations Do you need a travel agent? Participation compensation Literacy rates Security issues and personal safety Environmental conditions Holidays and school schedules Facilities – lighting, plumbing, electricity, etc. Recruiting and data collection Gender Socio-economic class Protocols

12 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation LanguageCityState BengaliKolkata (Calcutta) West Bengal TeluguHyderabadAndhra Pradesh MarathiMumbai (Bombay)Maharashtra TamilChennai (Madras)Tamilnadu GujaratiGandhinagar Gujarat KannadaBangaloreKarnataka MalayalamTrivandrumKerala OriyaBhubaneshwarOrissa PunjabiChandigarh Punjab AssameseGuwahati Assam Language Diversity Did you know that India has 22 recognized languages?

13 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation The 9-Point Hedonic Scale Language Diversity EnglishBrazil (ABNT 1998)HindiCanadian Like extremelyGostei extremamenteBahut adhik pasand haiI like it, eh? Like very muchGostei moderadamenteBahut pasand hai Like moderatelyGostei regularmenteThoda pasand hai Like slightlyGostei ligeiramenteThoda sa pasand hai Neither like nor dislikeNão gostei nem desgostei Na to pasand hai na hee napasand hai And... Dislike slightlyDesgostei ligeiranemteThoda sa napasand hai Dislike moderatelyDesgostei regularmenteThoda napasand hai Dislike very muchDesgostei moderadamente Bahut napasand hai Dislike extremelyDesgostei extremamenteBahut adhik napasand haiI dont like it so much, eh?

14 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation Beyond Product Testing Meeting Consumer Expectations Sensory should guide the business in various aspects of consumer behavior. According to Zimmerman and Szenberg 2000: to compete successfully in the international marketplace, all firms need information about foreign market cultures, consumer preferences, perceptions and values p. 158. Chevrolet Nova means doesnt go in Spanish The Japanese beverage Pocari Sweat initially failed in US; now known as Pocari Fiat, a sporty Italian auto, called Uno; translates to garbage in Finnish

15 ©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation ASTM International MNL-55-EB-DL 20812 This manual is a valuable guide for conducting global sensory research. Thanks again to all participating E-18 members and International collaborators!


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