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How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour
John Pawle and Dominique Delfaud, ESOMAR, Best Case History Award, Congress, Istanbul, September 2013
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands. Mane has developed an innovative diagnostic approach to flavour testing, by measuring emotional responses using the principles of Synaesthesia (a neuro-psychological mechanism). This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant flavoured cappuccino in the UK, which allowed the company to create 'flavour profiles' of emotions associated with specific flavours. These profiles will be used in brand positioning.
Skiing Uphill: An Alternative to Traditional Research Practices For Canned Coffee Flavour Innovation
Sanja Burns, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation was born out of the belief that flavours could be considered differently in product development.
This presentation was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring unconventional and peripheral paths for established practices; in this case flavour creation. Specifically, it looks at how consumer insight was used to change the context for flavour creation and led to fresh thinking about sensory possibilities for canned coffee in Japan.
Coffee Mavens and the Global Search For the Ultimate Experience: Understanding the Usage and Attitudes Towards Coffee in Culturally Diverse Populations Around the Globe
Roberto Cappuccio and Peter Kenny, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends.
This presentation reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven's definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
Measuring preference for product benefits across countries
Steve Cohen and Leopoldo Neira, ESOMAR, Latin American Conference, Uruguay, May 2003
This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces the reader to Maximum Difference Scaling, a method that the authors believe is a much more powerful method for measuring benefit importance – a method that is scale-free and thus very applicable to international segmentation research.
This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces the reader to Maximum Difference Scaling, a method that the authors believe is a much more powerful method for measuring benefit importance – a method that is scale-free and thus very applicable to international segmentation research. The next section describes how Maximum Difference Scaling can be combined with Latent Class Analysis to obtain international benefit segments. The authors then describe an example of how both the traditional and the newer methods were used in a cross-national consumer study of coffee drinkers and we compare the results. The paper concludes with some final thoughts and suggestions for use.
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