Testing Products Around the World Delores H. Chambers,
Testing Products Around the World Delores H. Chambers, Ph. D. Sensory Analysis Center
Why test products from around the world? n More Global Economy This product could come from Thailand, the U. S. , Italy, Spain, or many other places in the world
Why test products from around the world? n n More Global Economy Companies want to be cost efficient and produce similar products around the world, but must compete in markets that are very different
Why test products from around the world? n n n More Global Economy Companies want to be cost efficient and produce similar products around the world, but must compete in markets that are very different People travel and want to experience international foods when they get home
Why test products from around the world? n n More Global Economy Companies want to be cost efficient and produce similar products around the world, but must compete in markets that are very different People travel and want to experience international foods when they get home They also want familiar foods when they travel
Why test products from around the world? n n n More Global Economy Companies want to be cost efficient and produce similar products around the world, but must compete in markets that are very different People travel and want to experience international foods when they get home They also want familiar foods when they travel Transportation makes getting food from one part of the world to another much easier
Typical Objectives in Global Testing n n n Understand the global product category How does an international product compare to local competition or create a new product similar to an international one Determine how a new product introduction is perceived in a specific country or region How does product change or vary with transportation, environment, processing, preparation Determine shelf-life And many others …….
Two Forms of Global Testing n n The product is transported to the testing location – the product comes to you Test the product at its origin or where it is available – you go to the product
The product comes to you
Advantages n n n Test controls are easily maintained. Facilities and availability of standard supplies is better Cost – usually cheaper to ship products than to send panelists Panel work is minimized – minimal “down time” Staff is available for other projects
Issues n n Products may not transport easily or may not be able to be transported at all. Customs/import regulations may not allow entry of the product legally – or may make it very difficult. Transit time – products can spoil or go out of date by the time they arrive – either because of transportation problems or customs paperwork Product sourcing may be difficult or impossible unless you go to the location
Planning for testing global products at your site n Product Knowledge • What range of products is available • Which products are important – key types or brands; important niche products
Planning for testing global products at your site n Product Sourcing • Is product available • Can you access and purchase it from a distance or do you have a local contact who can obtain it for you
Planning for testing global products at your site n Product Transport • Can product be shipped • How must product be shipped to maintain product integrity • Can it be imported • Special permits or other paperwork needed • When will product arrive • Coordination of shipping
Planning for testing global products at your site n Product Receiving and Storage • Manpower for receiving large quantities of product • Is space available • Appropriate temperature/humidity /oxygen level etc.
Planning for testing global products at your site n Product Testing • Are appropriate character references available for descriptive testing • Appropriate equipment for processing or preparation • Preparation knowledge • Can you obtain appropriate consumers if it is a consumer test
You go to the product
Advantages n n n Product is available!! Many more products may be available and products may be in optimal condition Easier to obtain more product, if needed Information on product often is easier to obtain Consumers are representative of target population
Issues n n n Facilities and availability of standard supplies often is poor Cost – Travel can be very expensive Loss of time for other projects Often need local assistance Language issues including translation of ballots if it is a consumer test Is product really available – time of year Passport and other travel documents Local Transportation Recruitment if for a consumer test – who will do and how? Legal issues Timing – seasons, holidays
One Option - Hire Testing Done Locally n Advantages: • May be more cost effective – in both time and money • Local expertise n Disadvantages: • Lack of Availability • Knowledge and Experience may be lacking • Report/Terminology translation/understanding
Planning for testing global products on-site n Getting there • Travel Arrangements • Passports and Visas n Getting Around • How do you get product • How do you get a group from place to place
Planning for testing global products on-site n Language • How do you convey information about needs • Consumer test issues such as ballots
Planning for testing global products on-site n Product Sourcing • Is product Available locally at that time of year • If all the products are not available in the market how do you get the product to the country where you want to test? n Same issues as testing at your site
Planning for testing global products on-site n Facilities – Where will you do the test? Korea Thailand
Planning for testing global products on-site n Facilities – Where will you do the test? Germany Italy
Planning for testing global products on-site
Consumer Testing Green Tea
Planning for testing global products on-site n Product Storage • Immediate use only or save for later testing n n n Space Temperature Product Preparation • What is needed other than basic needs such as countertops and sinks n Ability to measure other properties
Global Product Testing n n Evaluation of products from around the world requires careful thought and planning Resolving issues before testing, when possible, makes testing easier
Questions?
- Slides: 30