intelligent product test designs....strategic insight. as a result, teams execute this work far less...
TRANSCRIPT
INTELLIGENT
PRODUCT
TEST DESIGNS.
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How Ipsos is reducing days in field to maximize spend & insights
SOME
FOOD FOR
THOUGHT…
2
Multi-day product evaluations are
expensive & taxing for
respondents…
…but have been deemed critical for
driving foundational and strategic insight.
As a result, teams execute this work far less often or
not at all resulting in critical gaps in
knowledge.
Teams face numerous barriers when faced with
large product tests.
3
COST SAMPLE/LOGISTICS REALISM
IPSOS ROR
Multi-day CLT evaluationsDay one (Incomplete Block) vs. Total (Complete Block)
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Nigeria 2016
# of products = 15
Philippines 2016
# of products = 11Ethiopia 2015
# of products = 13
Netherlands 2016
# of products = 15USA 2016
# of products = 13
Philippines 2017
# of products = 16
South Africa 2014
# of products = 12
Argentina 2016
# of products = 11
Mexico 2015
# of products = 14
Saudi Arabia 2017
# of products = 11
Mexico 2016
# of products = 11
Mexico 2017
# of products = 16
India 2017
# of products = 11
China 2017
# of products = 10India 2017
# of products = 16
“I love
Sweeter
products”
“The more
sour the
better”
“I only
care
about the
crunch”
Hypothesis: consumers have “sensory dispositions”
that are most influential initially
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WHAT DID WE
INVESTIGATE?
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Examine preference
segmentation:
segments who desire
varying product profiles
Total data (complete
block)
vs.
Day one (Incomplete
block) data
Leverage sensory
descriptive data
Segmentation ROR:
Day 1 vs. Total (Day 3)
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AFTER DAY 1 TOTAL (AFTER DAY 3)
Philippines
9
9
Ethiopia
Mexico
AFTER DAY 1 TOTAL (AFTER DAY 3)
How do we ensure product profiles evaluated on
day one account for all sensory profiles?
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01. 02. 03. 04. 05.
Link Sensory Profiling Data
With consumerliking data
Determine Preference Segments
Taking into account the business context
Run Product Optimization Simulation
On total dataand/or preference segments as required
ConductConsumerResearch
Consumers rate all products via a complete block design
ConductSensory Profiling
On the full product set
Traditional Approach
Improve the test design via our knowledge of the
product space: Sensory Spatial Design
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01. 02. 03. 04. 05.
Link Sensory Profiling Data
With consumerliking data
Determine Preference Segments
Taking into account the business context
Run Product Optimization Simulation
On total dataand/or preference segments as required
ConductConsumerResearch
Inform an incomplete block design with sensory profile data
ConductSensory Profiling
On the full product set
Updated Approach
SENSORY SPATIAL DESIGNSelecting products for each consumer
such that each one is seeing a wide
sensory range of products yielding a
“Sensory Spatial Design”.
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SENSORY SPATIAL DESIGN EXAMPLE
Respondent 1:
434
136
354
559
Respondent 2:
390
136
964
559
Each respondent
rates a subset of
products that span
the sensory space
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Sensory Spatial Design & Segmentation unlock the
full breadth of optimization analytics & insights…
01. 02. 03. 04. 05.
Link Sensory Profiling Data
With consumerliking data
Sensory Spatial Segmentation
Use product position in sensory space to drive segmentation of consumers
Run Product Optimization Simulation
On total dataand/or preference segments as required
Sensory Spatial Design
Using sensory data to set up the incomplete design
ConductSensory Profiling
On the full product set
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Preference Mapping Segmentation Virtual Prototyping
…meaning larger product tests & their associated
insights are more manageable and cost effective
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Sensory Spatial Design
Case Study #1
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Background &
Objective.
Category sales
declining amidst
health & wellness
concerns
R&D created 9
prototypes with
varying levels of
perceived
sweetness
Identify best
performing
prototype for
validation
17
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Client
Historical
Approach
Ipsos’
Sensory
Spatial Design
Outcome &
Business
Impact
Event
Set-Up
Day 1
Evaluations
½ h1 h2 Week < 2 h3 h4 h5 h6 h
HISTORICAL CLIENT APPROACH - COMPLETE BLOCK DESIGN
7 h3 Week
Schedule
SessionsRecruit
Day 2
Evaluations
Day 3
Evaluations
Event
Set-Up
Day 1
Evaluations
½ h1 h1 Week < 2 h3 h4 h5 h6 h
SENSORY SPATIAL DESIGN - INCOMPLETE BLOCK DESIGN
7 h2 Week
Schedule
SessionsRecruit
Faster Insights Long term savings Long term ROI
OUTCOME & BUSINESS IMPACT
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Sensory Spatial
Design &
Segmentation
Case Study #2
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Identify different
areas in the sensory
space liked by
different consumer
segments
Prioritize consumer
drivers of liking by
segment
Optimize products
to target consumers
Background &
Objective.
Share eroding due to proliferation of spray cleaners
Team sought to understand the category landscape to:
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Client Historical
Approach
Ipsos’ Sensory
Spatial Design
& Segmentation
Outcome &
Business Impact
10 Monadic cells
1 week field period
No Segmentation possible
Sensory Spatial Design, 3 of 10
3 week field period
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DESIGN FOR
SUCCESS.
Applicable for any
product test with 4+
products.
Requires sensory
and/or technical profiles
for all products before
the study fields.
Sensory Spatial
Segmentation can also
accomodate in-going
business/category
knowledge.
Sensory Spatial Segmentation (SSS) Publications:
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L‘Oreal case study, presented as poster at Pangborn sensory conference 2017, Providence.
Article in „New Food“ magazine, Dec 2017
Oral presentation at SenseAsia 2018, sensory conference, Kuala Lumpur.
Benefits of Sensory Spatial
Design & Segmentation.
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• 50% field work savings
when going from 3 days to
1 days testing, same
number of consumers
• Faster production
• Faster recruitment,
• Faster consumer test
• Better discrimination
with one-day testing;
• Fuels segmentation
opportunities
LOWER COST. LESS TIME. MORE INSIGHTS.
LET’S SERVE
UP SOMETHING
TOGETHER!
THANK
YOU.