improvement The team has identified some opportunities to improve the quality and taste perceptions of their product in order to increase their market share in the category The goal of this project is to significantly improve the current product ID: 407623
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Slide1
product
improvementSlide2
The team has identified some opportunities to improve the quality and taste perceptions of their product in order to increase their market share in the category
The goal of this project is to significantly improve the current product
A preliminary round of research revealed that from a product-standpoint, overall acceptance would be enhanced by increasing the amount of cheese and cheese flavor decreasing the hardness of their crust.product improvementOBJECTIVES
© 2011 Sensory Works, Inc.
2Slide3
Locations: New York, Chicago and Los Angeles
Consumers: N=100 per each city (N=300 total)
Samples: current and 3 new prototypes V1, V2 and V3Presentation design: 4 out of 4 complete blockCentral Location Test execution: Unbranded Consumers attended one session Sequential monadic presentation (1 sample at the time)Serving orders balanced to control for position biasesSamples (1 slice) were served hot (w/i 5 minutes from baking) on paper platesSamples identified with 3-digit blinding codes45-minute sessions (with 15 minutes change-over between sessions).product improvement
EXECUTION
© 2011 Sensory Works, Inc.
3Slide4
6.2
6.1
6.0
5.6
1
2
3
4
5
6
7
8
9
V3
V2
V1
CURRENT
0
5
10
15
20
25
OL 1
OL 2
OL 3
OL 4
OL 5
OL 6
OL 7
OL 8
OL 9
0
5
10
15
20
25
OL 1
OL 2
OL 3
OL 4
OL 5
OL 6
OL 7
OL 8
OL 9
0
5
10
15
20
25
OL 1
OL 2
OL 3
OL 4
OL 5
OL 6
OL 7
OL 8
OL 9
0
5
10
15
20
25
OL 1
OL 2
OL 3
OL 4
OL 5
OL 6
OL 7
OL 8
OL 9
A
A
A
B
product improvement
RESULTS
© 2011 Sensory Works, Inc.
4Slide5
LIKING
(9-pt, 9=like extremely)
V3
V2
V1
CRRNT
P-Value
Sig
Overall
6.2 A
6.1 A
6.0 A
5.6 B
0.0155
**
Aroma
6.4
6.1
6.1
5.8
0.1392
ns
Cheese Flavor
6.1
5.9
6.1
5.6
0.2136
ns
Tomato Flavor
6.3 A
6.0 A
6.1 A
5.4 B
0.0037
**
Crust
5.9 A
5.4 AB
5.6 A
4.9 B
0.0106
**
INTENSITY
(7-pt, 7=extremely strong)
V3
V2
V1
CRRNT
P-Value
Sig
Aroma
4.3
4.4
4.4
4.6
0.3940
ns
Sweetness
4.6
4.7
4.9
5.0
0.1201
ns
Tomato Flavor
4.1
4.2
4.4
4.5
0.1218
ns
Cheese Flavor
2.7 A
2.5 AB
2.6 A
2.2 B
0.0251
**
Sourness
2.9 B
3.6 A
3.4 A
3.7 A
0.0049
**
Hardness of the Crust
2.2 b
2.4 ab
2.3 b
2.7 a
0.0678
*
ANOVA Table
product improvement
RESULTS
© 2011 Sensory Works, Inc.
5Slide6
Overall the three new prototypes outperformed the current product on a unbranded basis
Since the changes introduced with the three new prototypes were positive, there is an opportunity to increase consumers’ acceptability even further. Therefore, additional optimization work is recommended:
Consider starting with V3 ( the overall top performer - although closely followed by V2 and V1) and further increase cheese flavor and decrease crust hardness. In addition, decreasing sourness may also be beneficial.Ideally the next round of CLT would include V3 as an internal benchmark. Subsequently, a competitive assessment is recommendedIf, however, further optimization is not possible, the introduction of any of the three new prototypes do not present major risks. Out of the three new prototypes, V3 possesses the greater sensory advantages.product improvementCONCLUSIONS
© 2011 Sensory Works, Inc.
6