Testing Products Around the World Delores H. Chambers, Ph.D. Sensory Analysis Center

Testing Products Testing Products Around the WorldAround the World

Delores H. Chambers, Ph.D.Delores H. Chambers, Ph.D.

Sensory Analysis CenterSensory Analysis Center

Why test products from Why test products from around around

the world?the world? More Global EconomyMore Global Economy

This product could come from Thailand, the U.S., Italy, Spain, or many other places in the world


the world?the world? More Global EconomyMore Global Economy Companies want to be Companies want to be

cost efficient and cost efficient and produce similar produce similar products around the products around the world, but must world, but must compete in markets compete in markets that are very differentthat are very different


the world?the world? More Global EconomyMore Global Economy Companies want to be cost Companies want to be cost

efficient and produce similar efficient and produce similar products around the world, products around the world, but must compete in but must compete in markets that are very markets that are very differentdifferent

People travel and want to People travel and want to experience international experience international foods when they get homefoods when they get home


the world?the world? More Global EconomyMore Global Economy Companies want to be cost Companies want to be cost

efficient and produce efficient and produce similar products around the similar products around the world, but must compete in world, but must compete in markets that are very markets that are very differentdifferent

People travel and want to People travel and want to experience international experience international foods when they get home foods when they get home

They also want familiar They also want familiar foods when they travelfoods when they travel


the world?the world? More Global EconomyMore Global Economy Companies want to be cost efficient Companies want to be cost efficient

and produce similar products and produce similar products around the world, but must compete around the world, but must compete in markets that are very differentin markets that are very different

People travel and want to People travel and want to experience international foods when experience international foods when they get home they get home

They also want familiar foods when They also want familiar foods when they travelthey travel

Transportation makes getting Transportation makes getting food from one part of the world food from one part of the world to another much easierto another much easier

Typical ObjectivesTypical Objectivesin Global Testingin Global Testing

Understand the global product categoryUnderstand the global product category How does an international product compare to How does an international product compare to

local competition or create a new product local competition or create a new product similar to an international onesimilar to an international one

Determine how a new product introduction is Determine how a new product introduction is perceived in a specific country or regionperceived in a specific country or region

How does product change or vary with How does product change or vary with transportation, environment, processing, transportation, environment, processing, preparationpreparation

Determine shelf-lifeDetermine shelf-life And many others …….And many others …….

Two Forms of Global TestingTwo Forms of Global Testing

The product is transported to the The product is transported to the testing location – testing location – the product comes the product comes to youto you

Test the product at its origin or Test the product at its origin or where it is available – where it is available – you go to the you go to the productproduct

The product comes to youThe product comes to you

AdvantagesAdvantages

Test controls are easily maintained. Test controls are easily maintained. Facilities and availability of standard Facilities and availability of standard

supplies is bettersupplies is better Cost – usually cheaper to ship Cost – usually cheaper to ship

products than to send panelistsproducts than to send panelists Panel work is minimized – minimal Panel work is minimized – minimal

“down time”“down time” Staff is available for other projectsStaff is available for other projects

IssuesIssues Products may not transport easily or may Products may not transport easily or may

not be able to be transported at all.not be able to be transported at all. Customs/import regulations may not allow Customs/import regulations may not allow

entry of the product legally – or may make entry of the product legally – or may make it very difficult.it very difficult.

Transit time – products can spoil or go out Transit time – products can spoil or go out of date by the time they arrive – either of date by the time they arrive – either because of transportation problems or because of transportation problems or customs paperworkcustoms paperwork

Product sourcing may be difficult or Product sourcing may be difficult or impossible unless you go to the locationimpossible unless you go to the location

Planning for testing global Planning for testing global products at your siteproducts at your site

Product KnowledgeProduct Knowledge• What range of What range of

products is availableproducts is available• Which products are Which products are

important – key important – key types or brands; types or brands; important niche important niche productsproducts


Product SourcingProduct Sourcing• Is product availableIs product available• Can you access Can you access

and purchase it and purchase it from a distance or from a distance or do you have a local do you have a local contact who can contact who can obtain it for youobtain it for you


Product TransportProduct Transport• Can product be shippedCan product be shipped• How must product be How must product be

shipped to maintain shipped to maintain product integrityproduct integrity

• Can it be importedCan it be imported• Special permits or other Special permits or other

paperwork neededpaperwork needed• When will product arriveWhen will product arrive• Coordination of shippingCoordination of shipping


Product Receiving Product Receiving and Storageand Storage• Manpower for Manpower for

receiving large receiving large quantities of productquantities of product

• Is space availableIs space available• Appropriate Appropriate

temperature/humiditytemperature/humidity/oxygen level etc. /oxygen level etc.


Product TestingProduct Testing• Are appropriate character references Are appropriate character references

available for descriptive testingavailable for descriptive testing• Appropriate equipment for processing or Appropriate equipment for processing or

preparationpreparation• Preparation knowledgePreparation knowledge• Can you obtain appropriate consumers if Can you obtain appropriate consumers if

it is a consumer testit is a consumer test

You go to the productYou go to the product

AdvantagesAdvantages

Product is available!!Product is available!! Many more products may be available and Many more products may be available and

products may be in optimal condition products may be in optimal condition Easier to obtain more product, if neededEasier to obtain more product, if needed Information on product often is easier to Information on product often is easier to

obtainobtain Consumers are representative of target Consumers are representative of target

populationpopulation

IssuesIssues Facilities and availability of standard supplies often is poorFacilities and availability of standard supplies often is poor Cost – Travel can be very expensiveCost – Travel can be very expensive Loss of time for other projectsLoss of time for other projects Often need local assistanceOften need local assistance Language issues including translation of ballots if it is a Language issues including translation of ballots if it is a

consumer test consumer test Is product really available – time of yearIs product really available – time of year Passport and other travel documentsPassport and other travel documents Local TransportationLocal Transportation Recruitment if for a consumer test – who will do and how?Recruitment if for a consumer test – who will do and how? Legal issuesLegal issues Timing – seasons, holidaysTiming – seasons, holidays

One Option - Hire Testing Done One Option - Hire Testing Done LocallyLocally

Advantages:Advantages:• May be more cost effective May be more cost effective

– in both – in both

time and moneytime and money• Local expertiseLocal expertise

Disadvantages:Disadvantages:• Lack of Availability Lack of Availability • Knowledge and Experience Knowledge and Experience

may be lackingmay be lacking• Report/Terminology Report/Terminology

translation/understandingtranslation/understanding

Planning for testing global Planning for testing global products on-siteproducts on-site

Getting thereGetting there• Travel ArrangementsTravel Arrangements• Passports and VisasPassports and Visas

Getting AroundGetting Around• How do you get How do you get

productproduct• How do you get a How do you get a

group from place to group from place to placeplace


LanguageLanguage• How do you convey How do you convey

information about information about needsneeds

• Consumer test Consumer test issues such as issues such as ballotsballots


Product SourcingProduct Sourcing• Is product Available Is product Available

locally at that time of locally at that time of yearyear

• If all the products are If all the products are not available in the not available in the market how do you get market how do you get the product to the the product to the country where you want country where you want to test?to test?

Same issues as Same issues as testing at your sitetesting at your site


Facilities – Where will you do the test?Facilities – Where will you do the test?

Korea Thailand


Facilities – Where will you do the test?Facilities – Where will you do the test?

Germany Italy


Consumer TestingConsumer Testing

Green Tea


Product Storage Product Storage • Immediate use only Immediate use only

or save for later or save for later testingtesting

SpaceSpace TemperatureTemperature

Product PreparationProduct Preparation• What is needed other What is needed other

than basic needs such than basic needs such as countertops and as countertops and sinkssinks

Ability to measure Ability to measure other propertiesother properties

Global Product TestingGlobal Product Testing

Evaluation of Evaluation of products from around products from around the world requires the world requires careful thought and careful thought and planningplanning

Resolving issues Resolving issues before testing, when before testing, when possible, makes possible, makes testing easiertesting easier

Questions?

Documents

Testing Products Around the World Delores H. Chambers, Ph.D. Sensory Analysis Center