category appraisal category appraisal OBJECTIVES What are the

category appraisal

category appraisal OBJECTIVES § What are the sensory properties of my products and of other products in the category? § What are the similarities and differences among my products and the competitor products? § Are there any unique consumer segments among category users? § What are the sensory properties that drive liking among each consumer segment? © 2011 Sensory Works, Inc. 2

category appraisal EXECUTION § § PRODUCTS: 8+ samples to represent the category CONSUMER TEST: N=160+ category users DESCRIPTIVE ANALYSIS: on all samples STATISTICAL ANALYSIS: ‒ ‒ Analysis of Variance – Consumer Segmentation Mean Comparisons – Principal Component Analysis Correlation Analysis – Partial Least Square Analysis Cluster Analysis – Predictive Modeling. © 2011 Sensory Works, Inc. 3

category appraisal Least well liked products among all consumers sample 1 sample 3 sample 9 sample 13 sample 5 sample 6 sample 11 sample 7 © 2011 Sensory Works, Inc. 7. 4 B 6. 6 D A 5. 8 sample 8 PLS 1 (60% Consumer : 22% DA) -1. 00 Key Drivers for all consumers C sample 14 sample 15 sample 2 sample 4 sample 10 sample 12 Most well liked products among all consumers Overall Liking PLS 2 (13% Consumer : 25% DA) RESULTS 0. 00 Low Middle High A=Sweetness B=Toothpack C=Chocolate flavor D=Hardness 4

category appraisal RECOMMENDATIONS § Key Drivers of Liking are: ‒ ‒ A=Sweetness B=Toothpack C=Chocolate flavor D=Hardness § More specifically, sample 10 and 11 would benefit from: ‒ ‒ Increased sweetness Increased chocolate flavor Decreased toothpack Decreased hardness. © 2011 Sensory Works, Inc. 5