RapiTests for Sensory

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RapiTests for Sensory
Sensory Box Installation Art by Superbien
Contact Alexandre Khan _at_ One World Research
(1WR) Tel [phone],
Emailalexandre.khan_at_1WR.net, Internet
www.1WR.net
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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
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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

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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

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Methodology

• Combining central location with the flexibility
  and speed of the internet offer many
  methodological possibilities.
• Uses either PP 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

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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
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An Example Quantitative Descriptive Analysis
Method
Test (Preparation when no experts)
Test (QDA)
Recruitment
Recruitment
Training
Attribute / vocabulary generating
Tasting
Grid answering
Tie break among alternatives
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
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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 products attribute relative to a respondents 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.
Consumers
Expert Consumers Panel
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.
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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.

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Outputs examples
Analysis conducted in collaboration with
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.
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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
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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

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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
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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

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Team
Co-ordination Offices in London, Vauxhall
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Appendices
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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.

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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.

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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.