The Co-operative taste team

This article describes how Co-operative Food, the UK grocery business, changed the way its taste testing panel functioned, in order to improve its own-brand offering.

The Co-operative taste team

Co-operative Food and Join the Dots

Summary

We show how Co-operative Food and Join the Dots made significant improvements to the data generated from Co-operative Food's Taste Team employee panel focused on driving new product development through the use of in-home taste tests. These improvements mean that the data is now far more widely accepted by stakeholders, leading to better informed decisions based on consumer feedback.

In particular, all areas that influenced data collection were looked at and improved upon including stakeholder buy in, panel member recruitment, criteria/selection of panel members for individual tests, on-going engagement...

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