FROM SENSORY MARKETING TO SENSORY DESIGN: HOW TO DRIVE FORMULATION USING CONSUMER'S INPUT?

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.

Referencia: Raz, C., Piper, D., Haller, R., Nicod, H., Dusart, N., & Giboreau, A. (2008, December). From sensory marketing to sensory design: How to drive formulation using consumers’ input?. Food Quality & Preference, 19(8), 719-726. Retrieved October 20, 2008, doi:10.1016/j.foodqual.2008.04.003