A world of chicken flavors – using ethnography in multi-country studies

Hy Mariampolski
QualiData Research Inc, United States

Michael P. Cook
Global Consumer Research, Givaudan Flavors Corp., United States

INTRODUCTION

This presentation summarizes the results and the methodology applied during a 2007 study sponsored by Givaudan and executed by QualiData. The research was conducted to support the development of novel chicken flavors through intensive consumer immersion at the point of flavor creation across a wide range of cultures. The real-world consumer immersion approach – usually called “ethnography” – had not previously been used by the client as a flavor discovery tool. With the cooperation of local research agencies, the study was conducted within multiple regions in eight countries: United States, Mexico, Colombia, Brazil, France, Spain, China and Indonesia.