A manufacturer of a mint-flavoured chewing gum wanted SAM to assess, track, and model its consumers’ consumption journey and ultimately generate recommendations for Product Optimisation.
SAM approached this task using Temporal Dominance of Sensations (TDS), a sensory method which captures the dominant sensations of a product as it is consumed over time.
5 European chewing gum products were tested across a sample of 64 consumers.
A TDS questionnaire was used as a tracking tool during product consumption. First, consumers indicated any changes in the dominant sensation they were experiencing and then immediately also answered an overall liking question. Both datasets were tracked over the entire consumption period and the results were plotted.
We were able to record how TDS profiles changed over a 2-minute period in terms of 6 different taste and texture sensations: softness, sweetness, granularity, eucalyptus, crunchiness, and menthol. We also tracked how the variations in overall liking scores across the 5 different products changed over the same 2-minute period.
SAM analysed this data further with the calculation of Scaled Temporal Liking (STL): the temporal liking of the individual products compared to the average scores of the other products over the consumption period.
Through mathematical modelling SAM was also able to calculate the Ideal Sensory Trajectory (IST) of the product. The IST model mapped how, at all specified time points of the consumption experience, the ideal balance of sensation was reflected.
Through advanced modelling, SAM was able to track and identify the moments of consumption that were most commonly associated with positive or negative experiences. By understanding this and how TDS profiles compare with the ideal TDS profile, SAM was able to provide their client with innovative actionable recommendations for product optimisation.
For more information on how SAM can help optimise your product, contact us.