Dan foreman qual - 2012

A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event

28 March 2012

Sensory Inspira-on Dan Foreman, Insight Interna-onal

Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material

For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org

Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2

Sensory Inspiration

Dan Foreman, Insight International


Sensory Inspiration

Using leading-edge qualitative thinking to inspire, rejuvenate and re-invent the

sensory product development process


3 things to remember

1.  The sensory research World is too reliant on lab-based research. The real world is not a laboratory.




2.  There have been many interesting advances in the market research World in recent times – and there will continue to be more.





3.  1 + 2 = lots of fun, inspiration and success

(maybe even some breakthrough innovation)


And 1 for luck



3.  1 + 2 = lots of fun, inspiration and success (maybe even some breakthrough innovation) –  Qual could learn something too!







$20bn


$20 billion

•  3500 years penthouse suite

200 of these


$20 billion

•  100 x 2011 profit of WPP Insight division


$20 billion

•  100 x 2011 profit of WPP Insight division


•  Scent of Mystery

•  1960 •  Smell-O-

Vision •  30 Scents

injected during the movie





Sensory Scientists

“Treat the entire process as a clinical exercise, [to] eliminate that intractable humanness that makes the results a bit sloppy [in favour of reporting] clean, statistically supportable results” (Moskowitz / Beckley / Resurrecion)




SENSORY DESCRIPTOR

14X 18X 19X 1X 20X 2X 3X 4X 6X 8X

clr orange 11.1 b 11.2 ab 11.2 ab 11.1 b 11.1 b 11.2 ab 11.3 a 11.1 b 11.2 ab 11.2 ab

ap smooth 13.2 bc 13.3 abc 13.4 ab 13.3 abc 13.5 a 13.4 ab 13.1 c 13.5 ab 13.4 ab 13.4 ab

ap shiny 12.0 c 12.3 a 12.0 bc 12.0 bc 12.1 abc 12.2 ab 12.1 abc 12.2 abc 12.3 ab 12.1 abc

ap thick 8.9 a 8.3 b 8.7 a 8.1 bc 8.1 bc 7.6 d 8.0 c 7.6 d 8.1 bc 8.8 a

ap spread 12.5 b 13.1 a 12.6 b 13.0 a 13.1 a 13.2 a 13.0 a 13.2 a 13.0 a 12.4 b

mf firm 3.7 ab 3.8 a 3.7 ab 3.5 ab 3.5 ab 3.4 b 3.5 ab 3.8 a 3.5 ab 3.7 ab

mf smooth 13.4 bc 13.5 abc 13.5 abc 13.5 abc 13.6 a 13.5 ab 13.6 ab 13.6 a 13.5 abc 13.4 c

mf melt 10.5 b 10.7 ab 10.7 ab 10.6 ab 10.8 a 10.8 ab 10.6 ab 10.7 ab 10.6 b 10.6 b

mf cohesive 4.1 a 4.0 ab 4.0 ab 3.9 ab 3.9 b 3.9 b 3.9 ab 4.0 ab 4.0 ab 4.1 ab

mf toothpack 2.9 ab 3.0 ab 2.8 ab 2.7 ab 2.7 ab 2.6 b 3.1 a 3.0 ab 2.7 ab 3.0 ab

fl cheesy 6.5 a 6.5 a 6.4 ab 6.4 ab 6.4 ab 6.3 b 6.5 a 6.4 ab 6.5 ab 6.5 a

fl creamy 7.3 a 7.1 d 7.2 abcd 7.1 bcd 7.2 abc 7.1 bcd 7.1 bcd 7.1 cd 7.1 d 7.2 ab

fl milky 0.2 a 0.0 b 0.0 b 0.0 b 0.1 b 0.0 b 0.0 b 0.0 b 0.0 b 0.1 ab

ts salty 10.1 b 10.3 a 10.2 ab 10.1 ab 10.4 a 10.4 a 10.3 ab 10.3 a 10.2 ab 10.1 b

ts sour 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.3 b 2.3 ab 2.4 ab 2.3 ab 2.5 a

ts bitter 0.8 ab 0.9 ab 0.9 ab 0.9 ab 0.8 ab 0.9 ab 1.0 a 1.0 ab 0.7 b 0.9 ab

at sweet 1.0 a 1.0 a 1.0 a 1.1 a 1.1 a 1.1 a 1.0 a 1.1 a 1.1 a 1.1 a

at sour 2.1 ab 2.0 abc 2.1 ab 2.0 abc 2.0 abc 2.0 abc 1.9 c 2.0 bc 2.1 abc 2.2 a

at salty 2.1 b 2.2 ab 2.2 ab 2.2 ab 2.3 ab 2.3 a 2.2 ab 2.2 ab 2.2 ab 2.2 ab

at bitter 0.5 a 0.3 a 0.4 a 0.4 a 0.5 a 0.4 a 0.3 a 0.4 a 0.3 a 0.5 a

Example output


Example lexicon

Descriptors Defini*on & Evalua*on Protocol Reference Standards & Intensity Value

Appearance -‐ gloss Visually analyze forearm Amount or degree of light reflected off skin

Slipperiness Stroke cleansed fingers lightly across forearm Ease of moving fingers across skin

AAA Lanolin = 0.3 Baby Oil =9.0

Moisture Amount of moisture perceived when moving fingers across skin

Dry = 0 Water = 9.9

S>cky /adhesive (tacky) Tap fingers lightly over applica;on site Degree to which fingers adhere to residue product

Untreated skin = 0 AAA Lanolin = 9.8

Amount of residue Amount of product on skin Untreated Skin = 0 Vaseline Intensive Care = 1.5 Therapeu>c Keri Lo>on = 4.1 Petrolatum = 8..5

Type of residue Indicate type of product le] on the skin (oily, waxy, greasy, powdery, chalky)


We don’t talk like that


Descriptors Defini*on & Evalua*on Protocol Reference Standards & Intensity Value

Appearance -‐ gloss Visually analyze forearm Amount or degree of light reflected off skin

Slipperiness Stroke cleansed fingers lightly across forearm Ease of moving fingers across skin

AAA Lanolin = 0.3 Baby Oil =9.0

Moisture Amount of moisture perceived when moving fingers across skin

Dry = 0 Water = 9.9

S>cky /adhesive (tacky) Tap fingers lightly over applica;on site Degree to which fingers adhere to residue product

Untreated skin = 0 AAA Lanolin = 9.8

Amount of residue Amount of product on skin Untreated Skin = 0 Vaseline Intensive Care = 1.5 Therapeu>c Keri Lo>on = 4.1 Petrolatum = 8..5

Type of residue Indicate type of product le] on the skin (oily, waxy, greasy, powdery, chalky)

It’s slippery

Feels like custard

Horrible colour

S-nks

S-cks to my arm

What’s so special?


Or do we?

the Smell of success a Touch of frost a Taste of victory the Sound of silence

a Sight for sore eyes


Or do we?

Bitter wind Loud shirt Sour grapes Sweet nothing

Salt of the Earth






NewMR 2010 and beyond…


Things we’ve tried

•  Face scanning •  Neuroscience •  Free-form qualitative enrichment for assessment •  Use of projectives •  CHAID for recruitment •  Online lookalikes for reporting •  ROI for Sensory •  Redundancy database •  Optimisation and diagnostic evaluation



•  Competitor benchmark •  In-market portfolio assessment •  Fusing CTI and CMI data •  Sensory impact on share price •  Video streaming of testing activity •  Qualitative communities for sensory discussion •  Co-creation for flavour and fragrance design •  Workshop outputs



•  Home-use testing •  Eliminating redundancy •  Dashboards •  Taste segmentations








Some examples

•  Detergent

•  Showering

•  Face scanning

•  Communications


The water landscape

•  Differing water quality

•  Varying lather quantities

•  Observations and descriptions

•  Brief for R&D


Showering

•  Accurate recording

•  Time of day

•  Follow-up questions

•  Applies beyond showering


Body language

•  Expert panel does not talk about preference

•  New powerful face recognition software

•  Interesting results

•  Learning's for experts, clients and R&D


Synesthesia

•  Cross-sensory metaphors

•  Fragrance – ideas, images, sounds, colours, situations, people…

•  R&D briefing

•  Communication briefs


The power of senses

•  Think about the impact


•  http://youtu.be/q_WUAqZdse8

Ratatouille


Challenge

•  Watch and listen to this next video

•  Use all your senses – use your imagination

•  Think about how you can use any of this

•  Please share with others


Louis Armstrong

•  http://youtu.be/bhwrWDY7R-I


Expert View

Consumers expect even greater diversity, with fragrances and flavors that correspond to their exact preferences. Individual personality is increasingly moving into the spotlight. At the same time, consolidation on the part of brand manufacturers continues: Providers are becoming larger and increasingly international. The Chinese market remains the main driver of growth while countries in Southeast Asia and Latin America are also making more of an impact. Economies of scale in production will bring greater cost reductions. The real trick will be in giving the consumer the impression of an individualized, personal product. This further underscores the importance of the brand as a point of reference for consumers Symrise 2011 Annual Report


Expert View

Consumers expect even greater diversity, with fragrances and flavors that correspond to their exact preferences. Individual personality is increasingly moving into the spotlight. At the same time, consolidation on the part of brand manufacturers continues. Providers are becoming larger and increasingly international. The Chinese market remains the main driver of growth while countries in Southeast Asia and Latin America are also making more of an impact. Economies of scale in production will bring greater cost reductions. The real trick will be in giving the consumer the impression of an individualized, personal product. This further underscores the importance of the brand as a point of reference for consumers Symrise 2011 Annual Report


Summary



3.  1 + 2 = lots of fun, inspiration and success 4.  Maybe there’s learning's for Qual too


Q & A

Sue York NewMR

Dan Foreman Insight International

A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event

28 March 2012

Sensory Inspira-on Dan Foreman, Insight Interna-onal

Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material

For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org

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Dan foreman qual - 2012