Closing the gap between the desired consumer experience and product and brand strategy
When R&D and Marketing teams innovate, understanding what drives the consumer experience and satisfaction is key to successful product design.
SAM utilise many tools to identify Drivers of Liking and researchers have a whole array of methodologies at their disposal – from creative qualitative solutions to predictive quantitative models, in this case study we wanted to research in the pros and cons of some.
Approach
A panel of trained sensory assessors assessed 14 chocolate ice creams on 32 sensory attributes.
In parallel, 150 French consumers of chocolate ice creams answered questions about their expectations, liking, perception, benefits, etc. using overall liking scales, check-all-that-apply (CATA) and open-ended questions.
Three different methodologies to determine drivers of liking were applied:
- External Preference Mapping crossing Liking and Sensory measurement by a trained panel (PLS + Quadratic regression)
- Liking crossed with CATA data (Relative Weight Analysis and PLS analysis)
- Liking crossed with open-ended data (Relative Weight Analysis and PLS analysis)
Outcome
All approaches give a similar perceptual map of the category, considering both product positioning and organoleptic characterisation.
Unsurprisingly, outputs from trained sensory assessors are the most precise and robust. The output not only gives an ideal zone on the map, but also specific targets on each attribute to define the most appreciated product.
From the CATA map, whilst it is not possible to define an Ideal Profile in terms of attribute intensity, qualitative drivers can be determined.
By analysing open-ended comments in this way their value in research is maximised to inform about the dimensions that drive consumer liking
Conclusion
There is an effective portfolio of methods to calculate drivers of liking. The best method can be chosen depending on the level of detail and robustness required, as well as consideration of other criteria such as time and cost.
