Strategy Sensory and Instrumental

8/4/2019 Strategy Sensory and Instrumental

1/33

7th Pangborn SymposiumAugust 2007

Gail Vance Civille

Sensory Spectrum, Inc.

New Providence, NJ

Making Connections

Building Insight

Strategic Use:Sensory and Instrumental Research

Together


2/33


HistoricallyInstruments first

CurrentlySensory mostly

StrategicallySensory plus Instrumental When it makes sense

When you need to understand the

relationship

When you need more ammunition

When one source is cheaper to test, but

there is a relationship

Strategic:

Sensory and Instrumental Together


3/33


StrategicallySensory plus Instrumental

When it makes sense


relationship When you need more ammunition



Strategic:



4/33



When it makes sense





Strategic:



5/33


Makes Sense

Learn more with both pieces of data

product

underlying properties

Learn from the synergy of the two sensory properties

physical or chemical properties

Fulfills the research strategy Lets tip our hats to Alina Szczesniak


6/33



When it makes sense





Strategic:



7/33


Understand the Relationship

Start with the sensory properties

Look for the best instrument tomeasure the property

Simulate the human forces Type

Rate Direction

Dont just look for the obvious correlations


8/33



When it makes sense





Strategic:



9/33


More Ammunition Throw more light on product

understanding to relate to consumerresearch

Add legs to the stool to stand on for

Ad Claims Validate sensory and instrumental data

with information or insights from theother


10/33



When it makes sense





Strategic:



11/33


Use One Test as Substitute Instrumental methods are cheaper in

Shelf life and QC Good descriptive panel is faster at the

bench to evaluate off notes and

integrated flavors or fragrances Once the relationship is established,

the cheaper or faster test method canbe used to gather the data.


12/33


Watch Out! Instrumental methods should simulate

sensory conditions

In texture the rate, direction and type

of force application must be the same

In fragrance and flavor the GC mightdeconstruct the integratedsensoryimpression


13/33


Why the Strategy?

Companies sell:

Convenience

Sensory Experience

[appearance, odor, flavor, feel, sound]

Product Performance

Total Experience


14/33


Understanding Consumer Products

Product Understanding Sensory

Instrumental

Consumer Understanding

Linking and Insights

Sensory PerceptionSensory Perception


15/33


What helps achieve that goal?

Product understanding sensory properties

physical and chemical properties

Consumer understanding

quantitative research

fuzzy front end


16/33


Whole Sensory Truthexpectationexpectation

descriptive analysis

instrumental measures

Product PropertiesProduct PropertiesPerformance

Benefits

consumer research

LikingLiking


Product SuccessProduct Success

Efficacy


17/33


Whole Sensory Truthexpectationexpectation

Product PropertiesProduct PropertiesPerformance

Benefits

LikingLiking


Product SuccessProduct Success

Efficacy

Product understanding Consumer understanding

descriptive analysis

instrumental measuresconsumer research


18/33


Defining Sensory Strategy

Why do you want this information?

What sensory information is needed?

When is the sensory information needed?

Where is the information collected?

Who is analyzing the data to provide insight?

How can you incorporate sensory into

everyday tasks?


19/33


Case Study #1

Sensory to Replace the Instrument

A reversal of fortune


20/33


Better Than An Instrument

Instrumental Method current proof of

efficacy no longer detects the smalldifferences among products and productimprovements

Product differences and improvements are

detectable visually and tactilyCan we develop a sensory method that

Is controlled and reproducible

Detects product differencesStands up to legal, technical

and clinical scrutiny


21/33


Clinical Project

Ad Claims Support

Client defines project objective:develop a sensory/clinical method for

detection of differences in product efficacy asperceived through the appearance or feel of theskin

Client defines the sensory attributes:

visual and tactile

Sensory develops the clinical protocol


22/33


Clinical Protocol

Ad Claims SupportTest Design

Test Subjects criteria and selection

Panelists training and orientation

Delivery/Application Procedure

Evaluation Procedure


23/33


Outcome

Clinical Ad Claims SupportPrimary Strategic Outcome:

Introduction of sensory criteria for AdvertisingClaim Substantiation

Sensory replaces instrumental methods thatcannot detect the perceived effects of the product

Claims review boards accept the sensory onlyclaims


24/33


Sound and Smell

Sensory and Instrumental

Case Study #2


25/33


ro ec u ne

Execution Data Collection Six pizza casual dining sites

Selected based on geography, sales, restaurant type

[kiosk, mall, free standing], location [urban, suburban] Four locations within a restaurant

Entrance, register/counter, dining, food preparation area

Sensory data was collected for sounds and smells

Overall Intensity(10 pt scale)

Overall Rating for on and off qualities

Time points for key categories

Aroma collection devices set up in each restaurantabove the ordering/register area for an 8-hour period

Sound recordings were collected throughout therestaurants and at the different time points in the day

RetailSurroundings


26/33


ro ec u ne

Execution Data Collection

RetailSurroundings

SoundSound

SurroundingsSurroundings

FoodFood

BeepBeepBuzzBuzz

HummingHumming

Electronic/Electronic/TonalTonal

OrderingOrdering


FoodFoodHandlingHandling

SmellSmell


OrderingOrdering



Location 1Entrance

ChangeChangeCash registerCash register

VoicesVoices

TVTVMusicMusic

ConversationConversation

DispensingDispensingCookingCookingCuttingCutting

GarlicGarlicCooked TomatoCooked TomatoHerbs, ToastedHerbs, Toasted

GrainGrain

CleanersCleanersBleachBleachFloralFloral


FoodFood

SoundSound

SmellSmell

Location 2Dining

SoundSound


FoodFood

BeepBeepBuzzBuzz

HummingHumming


OrderingOrdering



SmellSmell


OrderingOrdering



Location 3Register

ChangeChangeCash RegisterCash Register

VoicesVoices

TVTVMusicMusic

ConversationConversation

DispensingDispensingCookingCookingCuttingCutting

GarlicGarlicCooked TomatoCooked TomatoHerbs, ToastedHerbs, Toasted

GrainGrain

CleanersCleanersBleachBleachFloralFloral


FoodFood

SoundSound

SmellSmell

Location 4Food Preparation


27/33


SensorySensory

Execution Data Collection

Scheme in Each Restaurant

InstrumentalInstrumental

Smell

Soun

d

BHS I andBHS I and SQuadrigaSQuadrigaWAV filesWAV files

AromaTraxAromaTrax

Integrated GCIntegrated GC

OlfactometryOlfactometry

Mass SpecMass Spec

RetailSurroundings

Descriptive analysisDescriptive analysis

of sounds includingof sounds including

voices, equipmentvoices, equipmentand foodand food

preparationpreparation

Descriptive analysisDescriptive analysis

of smellof smell [finished[finishedproducts, raw materials,products, raw materials,

environmental]environmental] usingusing

trained evaluatorstrained evaluators


28/33


Improve Aromas and Smells - Classified by Qualityincrease positive aromas: cookingcooking

decrease negative aromas: bleaches and bathroombleaches and bathroom

Food related smells

Yeast

Vegetative

Cleaning related smells

Light fruity / citrus / floralcleaners

Food related smells

especially pizzaToasted grain

Cooked tomato

Garlic / onion aromatics

Toasted cheeseHerbs

Food related smells

Degraded protein

Burnt grains

Cleaning related smells

Bleach

Bucket

Surroundings smellsMoldy/mildew

Chemical

POSITIVES

NEUTRAL

RetailSurroundings

NEGATIVES


29/33


RetailSurroundings

Sound: Intensity, Quality and SourceVaries Based on the Location

PrincipalCompo

nent2(18%)

Restaurant 2 - Food Prep

Restaurant 2 RegisterRestaurant 2 Dining

Restaurant 4 Register

Restaurant 4 Dining


Restaurant 3 Dining

Restaurant 3 Food Prep

Restaurant 4 Food Prep

Restaurant 1 - Food Prep

Restaurant 1 -Dining


Restaurant 5 RegisterRestaurant 5 Food Prep

Restaurant 5Dining

-0.6

-0.4

-0.2

0

0.2

0.4

0.6

0.8

1.0

-1.0 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8

Overall Intensity

Quality

Music

Beeps

Register

TV

Dispensing

VoicesCell Phones

PizzaBoxes

Music

PC1

PC2

Food

Preparation

Register

Dining

Conversations, cashregister, moving food

around, doors and utensils

TV, music, lowsounds from food

handling andordering

Overall quality,

beep quality andmusic

Overall intensity, buzzing,humming, scraping

Buzzing Intensity

Utensils at Tables

Quality

Quality

n ng rea

Restaurant 4 Characterized by low


30/33


n ng rea

Sounds

-1.0

-0.5

0

0.5

1.0

-1.0 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8

Overall Intensity

Quality

Music

Fans

Conversations

TV

Cleaning

Register

Dispensing

Doors

Cell Phones Beep Intensity

Buzzing

PC1

PC2

Restaurant 4 Dinner (D1)

Restaurant 4 Dinner

Restaurant 4 Closing

Restaurant 4 Lunch

Restaurant 4 afternoon

Restaurant 6 Lunch

Restaurant 4 Pre Opening

Rest 6 DinnerRest 2 Dinner

Restaurant 4 Late Dinner

Rest 2 Closing

Rest 2 LunchRest 2 afternoon

Restaurant 6 afternoon

Rest 3 Closing

Rest 3 Dinner

Rest 3 Lunch

Rest 3 afternoon

Rest 3 Pre Opening

Restaurant 4 Lunch

Rest 6 Late DinnerRest 1 Late Dinner

Rest 1 ClosingRest 1 Lunch

Rest 1 afternoon

Rest 5 Lunch

Rest 5 Late Dinner Rest 5 afternoon

Rest 5 Dinner

Rest 5 Closing

Rest 5 Pre Opening

Principal Component 1 (20%)

PrincipalComponent2(18%)

Restaurant 5 Characterized by TVsounds combined with

music (country), resultingin a low overall quality ofsound

Restaurant 4 Characterized by lowmusic intensity, combined with highersounds from fans, register and both

patrons and staff conversation as well ashigh sounds coming from the kitchen. The

high sound intensity results in a low overallquality of sound

Restaurant 3 While Diningarea is characterized by

music mostly with very littlefood preparation noisefrom the kitchen, dining 2 ischaracterized by lower

music intensity and higherchairs noise

Restaurant 2 Downtime has music andhigh overall quality,while busier times inthis restaurant arecharacterized bylower quality andfood preparationnoises


31/33


Results of Environmental

Sensory and Instrumental Sensory data told the story

Instrumental data Complemented sensory observations

Identified the sources

Allowed for future instrumental monitor Made the data presentation very clear

Next steps: Consumer research

Consumer observation


32/33


So What?

What Next? Correlate when it counts

Watch for opportunities to learn from both Use sensory descriptive with

instrumental: physical and chemical as

independent variables in predictingconsumer liking or consumer benefits

Remember: this is not a contest;

this is science Convince management to look at

the big picture


33/33


Questions?

Thanks for your attention!

Documents

Strategy Sensory and Instrumental