A qualitative and quantitative case study that describes how by applying sensory product testing to research a stronger more successful product concept fit emerges.

1. A Taste of Sensory
Deliver a Successful Product Concept
Fit by Combining Sensory Product
Research with ConceptTesting

2. Nearly 98%
of new CPG
product
launches fail
each year.
Three reasons contribute:
1. Marketing/messaging
development and product
development and are distinct
processes. This lack of integration
necessitates a “handoff”.
2.This sequential process requires
significant education for message
developers to understand product
properties, features, and benefits.
3. Many clients do not fully engage
the complete development
process due to time and/or cost.
RISK – A disconnected, misaligned proposition
for the product launch.
RISK – Time and expense added to project.

3. Solution
 A faster creation
 Increased likelihood of
product launch success.
By integrating concept design
with product design the result will
be a greater concept product fit.

6. A Sensory Discussion
 The discipline of Sensory Evaluation
measures humans response to the sensory
properties of consumer goods as perceived
through the 5 senses.
 Our experiences help us to select the words
to describe what we are sensing. Our unique
differences mean we describe things in our
own way.
 The sensory challenge is to either have
individuals use common language
to describe the experience or go
deeper to understand the differences
and use those differences to
our advantage.

7.  Sensory has a tool box of strong proven techniques.
› Trained judges:
 Is there a difference? What is the difference?
 Descriptive analysis, Discrimination testing
› Consumers:
 Acceptance, preference, diagnostics
 CLT’s, HUT, Qualitative Research, On line
research
 Research is conducted across all phases of the product
development cycle from initial concept testing, prototype
assessment, optimization, final formula through launch
and beyond.
 Every project is unique and the tools and techniques are
adapted to meet the study.
TheToolsAndTechniques

8.  Our roles have R&D and Product Development
focused on the product. Marketing focused on the
proposition.
 Over the last several years, the focus has shifted
with product features becoming more and more
important and studied along with the concept and
package.
 In many companies, sensory and marketing
research now work hand in hand combining all
aspects of the proposition during the development
phase.
The Change
Sensory included in qualitative
research for initial product design

9. Crunchy toffee and smooth dark chocolate. It’s evocative
….but that’s why you are drawn to it in the first place.

10. Sensory Product Design combined
with Concept Research is
 Benefits:
› Uncover elements of concept that resonate with the consumer
relating to both need states and product expectations.
› Identify benefits that motivate behaviors as it relates to the
product.
› Uncover sensory cues and resulting benefits signaled along
with and sensory segments.
› Understand the expected sensory properties based on the
concept.
› Provide guidance on concept and product enhancements
building in sensory cues to signal benefits.
Powerful

11. Sensory Product Design
Integration with Concept / Product Fit
Step 1
Concept Exploration
 In market & prototype products
 Practice sensory talk, identify key
attributes
Step 2
Product Learning
 Inspiration and idea creation
 Recipe development
 Assessment
Step 3 Consumer
Design Lab
 Identify critical components
 Refinement - concept/product fit
Step 4
Bringing it all
Together
 Identify behaviors, benefits, motivators
 Listen for common threads & unique
differences

12. Case Study – Smoothies to Go
Introducing Smoothies to Go, a new product made for on the go,
health aware, active women. If you lead an active life style and
need a boost to keep you going, these smoothies are for you.They
are great tasting, made with real fruits and vegetables, offering the
nutritional benefit you desire with the convenience you need.
They offer an alternative to fill a void when away from home.
Found in the frozen food section of the convenience stores, all you
need to do is purchase, shake and go. The perfect Smoothie toGo.
Each smoothie provides 2 servings of fruits or vegetables in less
than 200 calories. Sold in 16 oz. size in the flavor varieties you like
best that include:
Strawberry Banana Lime Spritzer Berry Refresher
Orange Carrot Garden Greens

13. Smoothie Research Plan
On Line
Research
Consumer
Design Lab
Bringing it
Together
 Initial concept read
 Benefits
 Sensory
expectations
 Ingredient listing
 Preferred flavors
 Concept feedback
 Sensory
expectations
 Product tasting
 Fit to concept
 Product design –
array of stimuli
Identify
 Concept refinements
 Flavors
 Ingredients
 Sensory properties

14. Definitely Probably Might or
Might Not
Probably
Not
Definitely
Not
 Concept has appeal with some adjustments suggested
Purchase Interest
On Line
Research

15.  Healthy, refreshing,
easy, convenient
 More likely to purchase
in grocery not
convenience/ gas
 Berries are over
vegetables
 Desired features to
deliver
› Nutrition
› Overall taste
› Convenience
› No fuss preparation
FlavorVariety Appeal
On Line
Research

16. Sensory Product Direction
 Appearance
 Not too bright in color
 Some fruit particles /
seeds
 Color fits with flavor
 Flavor
 Not too sweet
 Natural taste
 Flavors blended
 Flavor not overpower
 Some tartness
Texture
 Smooth
 Creamy
 Body
 Thick
 Not gritty or chalky
On Line
Research
Areas for exploration

17. Ingredient Direction
 Ingredients with less
appeal
› Ginger
› Vegetables
 Carrots, cucumbers
 Greens – Kale or
Spinach
› Peanut butter
 Include
› Fruits
Strawberry
Bananas
Pineapple
Mango
Blueberries or
blackberries
› Coconut Milk
› Lowfat and Greek
Yogurt
› Other juices
› Protein
› Honey
On Line
Research

18. The Consumer Design Lab
Consumer
Design Lab
EXPLORE
Concept elements and areas of improvement for a better
concept product fit
Ingredients consumers indicate are appealing as well as
alternative ingredients
Language and sensory properties for:
Appearance
Natural
Flavor strength and blend
Sweet and tart
Chalky
Thick
Flavor varieties

19. Concept Review
Consumer
Design Lab

20. Consumer
Design Lab
Product Tasting – F
 Appearance
› Natural color vs. medicine
› Particles present
 Flavor and texture
› Strawberry [under ripe],
apple, orange, tart
› Thick liquid, gelatinous
 Improve by
› Reducing tartness [vinegar,
citrus] and sharpness of
flavor, less peel
› More fresh fruit flavor and
taste of yogurt
› Less aftertaste
Fairly well liked, middle of the road

21. Consumer
Design Lab Product Tasting - N
 Appearance
› Dull green gray color
› Thick, dense
› Unappealing
 Flavor and texture
› Earthy, green, celery
› Thin, watery
 Improve by
› Throwing it away
EXPECTATION
EXPECTATION
A learning experience!!
 A surprise!!!!
 Flavor of apple, pineapple and
mango
 Must be sweetened naturally!
 Even better if less chalky with a
creamier texture

22. Consumer
Design Lab
Product Tasting - R
 Appearance
› Dull, non descript, boring
› Pale, unable to discern
flavor
 Flavor andTexture
› Pleasant
› Chalky, mouth coating
 Improve by eliminating
chalky mouthfeel
So this is what a protein shake is like?

23. Consumer
Design Lab Product Tasting - G
 Appearance
› Super thick and icy
› Visible specs
› Looks healthy, good color
 Flavor andTexture
› A wow flavor with
strawberries
› Texture is too thick to be
healthy, slightly chalky
› Icy particles melt too fast
 Improve by
› Reduce amount of seeds

24. Consumer
Design Lab
FRUITS
• Apple
• Banana
• Blueberries
• Cherries
• Berry Medley
• Raspberries
• Strawberries
• Grapes
• Mango
• Lemons
• Limes
• Pineapple
• Pomegranate
•Watermelon
• Avocado
DAIRY
• Milk
• Coconut Milk
• Almond Milk
• GreekYogurt
• Low FatYogurt
VEGETABLES
• Carrot
• Cucumber
• Kale
• Spinach
•Tomatoes
JUICES
• Orange Juice
• Apple Juice
•Wild Cherry
• Red RubyGrapefruit
HERBS/Other
• Oregano
• Basil
• LemonThyme
• Sage
• Ginger
• Honey
• Peanut Butter
• Protein Powder
Ice, blenders, scales, measuring cups and spoons, serving dishes/glasses
Product Design Matrix
Ingredients and Supplies

25. Consumer
Design Lab Consumer Creations

26. Consumer
Design Lab A Creation
 1 cup frozen cherries
 1/4 cup green grapes
 1/4 cup raspberries
 2 tsp honey
 4 oz. wild cherry juice
 4 oz. soy milk
 1 1/2 cups crushed ice

27. Critical Component Blending
What do Ingredients add?
Consumer
Design Lab
#2
#3
#5#4
#1
Tastes that like Good for you
Blend well together Added fruit in diet
Adds body
Flavor and texture of dairy
Blends color
Adds dairy to diet
Natural sweetness
Added protein
Meal replacement
Protein powder awareness
Adds body
Soured flavor
Added protein
Sensory segmentation
Needs to be tried
Visually unappealing
A little goes a long way
Can be a pleasant
surprise

28. Concept Refinement
Original Modifications
On the go, health aware  Busy, active woman
Great tasting  Each flavor variety is made
especially for you. The taste of fresh
fruits and vegetables delivered with
smooth and creamy texture.
An alternative to fill a void
away from home
 Keep you satisfied whether at home
or when you are away from home
Found in convenience
stores
 Convenience and grocery stores
Provides 2 servings of
fruits or vegetables in less
than 200 calories
 Add protein grams
Bringing it
Together

29. Concept Refinement
Variety Description
Strawberry Banana a thick creamy texture that blends yogurt,
strawberries and bananas
Lime Spritzer a light smoothie, be refreshed
Garden Greens a creamy, smooth texture that provides
your daily greens blended with just the right
amount of fruit
Berry Refresher the right combination of healthy berries
blended to create a thick, creamy smoothie
Bringing it
Together

30. What it Means – Sensory is All Around
 Being agile
 Thinking about products differently and anticipating
 Optimization viewed from multiple dimensions
 Understanding segments
 Apply to multiple product categories

31. Judy Heylmun
201-218-2664
Judy.Heylmun@foresenseplusone.com