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 ID: 332011
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category appraisalSlide2
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.
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category appraisal
OBJECTIVESSlide3
PRODUCTS:
8+ samples to represent the categoryCONSUMER TEST: N=160+ category usersDESCRIPTIVE ANALYSIS: on all samplesSTATISTICAL ANALYSIS: Analysis of VarianceMean ComparisonsCorrelation Analysis Cluster Analysis
Consumer Segmentation Principal Component Analysis
Partial Least Square Analysis Predictive
Modeling.
category appraisal
EXECUTION
© 2011 Sensory Works, Inc.
3Slide4
sample
7
sample
1
sample
2
sample
9
sample
10
sample
6
sample
5
sample
3
sample
4
sample
12
sample
13
sample
15
sample
14
sample
11
sample
8
-1.00
0.00
PLS 1 (
60% Consumer : 22%
DA)
PLS 2 (
13% Consumer : 25%
DA)
Least well liked products
among all consumers
Most well liked products among
all consumers
Key Drivers for
all consumers
Overall Liking
Low
Middle
High
5.8
6.6
7.4
D
A
B
C
A=Sweetness
B=
Toothpack
C=Chocolate flavor
D=Hardness
category appraisal
RESULTS
© 2011 Sensory Works, Inc.
4Slide5
Key Drivers of Liking are:
A=SweetnessB=ToothpackC=Chocolate flavorD=HardnessMore specifically, sample 10 and 11 would benefit from:
Increased sweetness Increased chocolate flavor Decreased toothpack Decreased hardness.
category appraisal
RECOMMENDATIONS
© 2011 Sensory Works, Inc.
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