Bringing context to the sensory evaluation of home-care products: enhancing both discriminative power and the personal involvement of consumers
A leading home-care brand contacted SAM to test 3 deodoriser home care products in France. The client wanted a more realistic, real-life experience for the test consumers, whilst still maintaining research control conditions.
SAM proposed that the research be conducted using its Immersive Rooms, a methodology used particularly for products whose consumption is strongly associated with a specific context.
Here at SAM, we evaluated the use of 3 deodoriser home care products on a sample of 100 consumers in 4 different scenarios:
- Control room with no context projected into the room
- An Immersive room with a living room context projected into the room
- An Immersive room with a bathroom context projected into the room
- A Home Use Test (HUT)
The commitment score (which reflects consumer immersion or engagement with a product) was highest for the HUT and lowest for the control room, while the two immersive rooms fell in the middle.
In terms of discrimination, results obtained using the HUT methodology showed no significant difference between the 3 products being tested and lower overall product satisfaction. Meanwhile, both immersive rooms showed significant differentiation between the 3 products, and in the case of one product a higher satisfaction rating in the bathroom setting versus the control room.
Sensory scientists and market researchers are always striving to achieve the optimal testing conditions for product evaluation. Sensory evaluation requires that testing conditions such as room temperature and lighting be tightly controlled, however brand managers and researchers are often interested in experiences that are as close to real-life as possible. Immersive rooms can be a good compromise.
Contact us to learn more about our immersive rooms.