Post on 12-Aug-2015
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Sensory Inspira-on Dan Foreman, Insight Interna-onal
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Sensory Inspiration
Dan Foreman, Insight International
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Sensory Inspiration
Using leading-edge qualitative thinking to inspire, rejuvenate and re-invent the
sensory product development process
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
3. 1 + 2 = lots of fun, inspiration and success
(maybe even some breakthrough innovation)
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
And 1 for luck
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
3. 1 + 2 = lots of fun, inspiration and success (maybe even some breakthrough innovation) – Qual could learn something too!
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
3. 1 + 2 = lots of fun, inspiration and success
(maybe even some breakthrough innovation)
$20bn
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
$20 billion
• 3500 years penthouse suite
200 of these
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
$20 billion
• 100 x 2011 profit of WPP Insight division
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
$20 billion
• 100 x 2011 profit of WPP Insight division
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
• Scent of Mystery
• 1960 • Smell-O-
Vision • 30 Scents
injected during the movie
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Sensory Scientists
“Treat the entire process as a clinical exercise, [to] eliminate that intractable humanness that makes the results a bit sloppy [in favour of reporting] clean, statistically supportable results” (Moskowitz / Beckley / Resurrecion)
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
SENSORY DESCRIPTOR
14X 18X 19X 1X 20X 2X 3X 4X 6X 8X
clr orange 11.1 b 11.2 ab 11.2 ab 11.1 b 11.1 b 11.2 ab 11.3 a 11.1 b 11.2 ab 11.2 ab
ap smooth 13.2 bc 13.3 abc 13.4 ab 13.3 abc 13.5 a 13.4 ab 13.1 c 13.5 ab 13.4 ab 13.4 ab
ap shiny 12.0 c 12.3 a 12.0 bc 12.0 bc 12.1 abc 12.2 ab 12.1 abc 12.2 abc 12.3 ab 12.1 abc
ap thick 8.9 a 8.3 b 8.7 a 8.1 bc 8.1 bc 7.6 d 8.0 c 7.6 d 8.1 bc 8.8 a
ap spread 12.5 b 13.1 a 12.6 b 13.0 a 13.1 a 13.2 a 13.0 a 13.2 a 13.0 a 12.4 b
mf firm 3.7 ab 3.8 a 3.7 ab 3.5 ab 3.5 ab 3.4 b 3.5 ab 3.8 a 3.5 ab 3.7 ab
mf smooth 13.4 bc 13.5 abc 13.5 abc 13.5 abc 13.6 a 13.5 ab 13.6 ab 13.6 a 13.5 abc 13.4 c
mf melt 10.5 b 10.7 ab 10.7 ab 10.6 ab 10.8 a 10.8 ab 10.6 ab 10.7 ab 10.6 b 10.6 b
mf cohesive 4.1 a 4.0 ab 4.0 ab 3.9 ab 3.9 b 3.9 b 3.9 ab 4.0 ab 4.0 ab 4.1 ab
mf toothpack 2.9 ab 3.0 ab 2.8 ab 2.7 ab 2.7 ab 2.6 b 3.1 a 3.0 ab 2.7 ab 3.0 ab
fl cheesy 6.5 a 6.5 a 6.4 ab 6.4 ab 6.4 ab 6.3 b 6.5 a 6.4 ab 6.5 ab 6.5 a
fl creamy 7.3 a 7.1 d 7.2 abcd 7.1 bcd 7.2 abc 7.1 bcd 7.1 bcd 7.1 cd 7.1 d 7.2 ab
fl milky 0.2 a 0.0 b 0.0 b 0.0 b 0.1 b 0.0 b 0.0 b 0.0 b 0.0 b 0.1 ab
ts salty 10.1 b 10.3 a 10.2 ab 10.1 ab 10.4 a 10.4 a 10.3 ab 10.3 a 10.2 ab 10.1 b
ts sour 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.4 ab 2.3 b 2.3 ab 2.4 ab 2.3 ab 2.5 a
ts bitter 0.8 ab 0.9 ab 0.9 ab 0.9 ab 0.8 ab 0.9 ab 1.0 a 1.0 ab 0.7 b 0.9 ab
at sweet 1.0 a 1.0 a 1.0 a 1.1 a 1.1 a 1.1 a 1.0 a 1.1 a 1.1 a 1.1 a
at sour 2.1 ab 2.0 abc 2.1 ab 2.0 abc 2.0 abc 2.0 abc 1.9 c 2.0 bc 2.1 abc 2.2 a
at salty 2.1 b 2.2 ab 2.2 ab 2.2 ab 2.3 ab 2.3 a 2.2 ab 2.2 ab 2.2 ab 2.2 ab
at bitter 0.5 a 0.3 a 0.4 a 0.4 a 0.5 a 0.4 a 0.3 a 0.4 a 0.3 a 0.5 a
Example output
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Example lexicon
Descriptors Defini*on & Evalua*on Protocol Reference Standards & Intensity Value
Appearance -‐ gloss Visually analyze forearm Amount or degree of light reflected off skin
Slipperiness Stroke cleansed fingers lightly across forearm Ease of moving fingers across skin
AAA Lanolin = 0.3 Baby Oil =9.0
Moisture Amount of moisture perceived when moving fingers across skin
Dry = 0 Water = 9.9
S>cky /adhesive (tacky) Tap fingers lightly over applica;on site Degree to which fingers adhere to residue product
Untreated skin = 0 AAA Lanolin = 9.8
Amount of residue Amount of product on skin Untreated Skin = 0 Vaseline Intensive Care = 1.5 Therapeu>c Keri Lo>on = 4.1 Petrolatum = 8..5
Type of residue Indicate type of product le] on the skin (oily, waxy, greasy, powdery, chalky)
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
We don’t talk like that
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
Descriptors Defini*on & Evalua*on Protocol Reference Standards & Intensity Value
Appearance -‐ gloss Visually analyze forearm Amount or degree of light reflected off skin
Slipperiness Stroke cleansed fingers lightly across forearm Ease of moving fingers across skin
AAA Lanolin = 0.3 Baby Oil =9.0
Moisture Amount of moisture perceived when moving fingers across skin
Dry = 0 Water = 9.9
S>cky /adhesive (tacky) Tap fingers lightly over applica;on site Degree to which fingers adhere to residue product
Untreated skin = 0 AAA Lanolin = 9.8
Amount of residue Amount of product on skin Untreated Skin = 0 Vaseline Intensive Care = 1.5 Therapeu>c Keri Lo>on = 4.1 Petrolatum = 8..5
Type of residue Indicate type of product le] on the skin (oily, waxy, greasy, powdery, chalky)
It’s slippery
Feels like custard
Horrible colour
S-nks
S-cks to my arm
What’s so special?
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Or do we?
the Smell of success a Touch of frost a Taste of victory the Sound of silence
a Sight for sore eyes
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Or do we?
Bitter wind Loud shirt Sour grapes Sweet nothing
Salt of the Earth
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
NewMR 2010 and beyond…
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Things we’ve tried
• Face scanning • Neuroscience • Free-form qualitative enrichment for assessment • Use of projectives • CHAID for recruitment • Online lookalikes for reporting • ROI for Sensory • Redundancy database • Optimisation and diagnostic evaluation
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Things we’ve tried
• Competitor benchmark • In-market portfolio assessment • Fusing CTI and CMI data • Sensory impact on share price • Video streaming of testing activity • Qualitative communities for sensory discussion • Co-creation for flavour and fragrance design • Workshop outputs
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Things we’ve tried
• Home-use testing • Eliminating redundancy • Dashboards • Taste segmentations
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 things to remember
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
3. 1 + 2 = lots of fun, inspiration and success
(maybe even some breakthrough innovation)
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Some examples
• Detergent
• Showering
• Face scanning
• Communications
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
The water landscape
• Differing water quality
• Varying lather quantities
• Observations and descriptions
• Brief for R&D
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Showering
• Accurate recording
• Time of day
• Follow-up questions
• Applies beyond showering
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Body language
• Expert panel does not talk about preference
• New powerful face recognition software
• Interesting results
• Learning's for experts, clients and R&D
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Synesthesia
• Cross-sensory metaphors
• Fragrance – ideas, images, sounds, colours, situations, people…
• R&D briefing
• Communication briefs
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
The power of senses
• Think about the impact
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
• http://youtu.be/q_WUAqZdse8
Ratatouille
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Challenge
• Watch and listen to this next video
• Use all your senses – use your imagination
• Think about how you can use any of this
• Please share with others
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Louis Armstrong
• http://youtu.be/bhwrWDY7R-I
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Expert View
Consumers expect even greater diversity, with fragrances and flavors that correspond to their exact preferences. Individual personality is increasingly moving into the spotlight. At the same time, consolidation on the part of brand manufacturers continues: Providers are becoming larger and increasingly international. The Chinese market remains the main driver of growth while countries in Southeast Asia and Latin America are also making more of an impact. Economies of scale in production will bring greater cost reductions. The real trick will be in giving the consumer the impression of an individualized, personal product. This further underscores the importance of the brand as a point of reference for consumers Symrise 2011 Annual Report
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Expert View
Consumers expect even greater diversity, with fragrances and flavors that correspond to their exact preferences. Individual personality is increasingly moving into the spotlight. At the same time, consolidation on the part of brand manufacturers continues. Providers are becoming larger and increasingly international. The Chinese market remains the main driver of growth while countries in Southeast Asia and Latin America are also making more of an impact. Economies of scale in production will bring greater cost reductions. The real trick will be in giving the consumer the impression of an individualized, personal product. This further underscores the importance of the brand as a point of reference for consumers Symrise 2011 Annual Report
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Summary
1. The sensory research World is too reliant on lab-based research. The real world is not a laboratory.
2. There have been many interesting advances in the market research World in recent times – and there will continue to be more.
3. 1 + 2 = lots of fun, inspiration and success 4. Maybe there’s learning's for Qual too
Speaker: Dan Foreman, Insight International, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Q & A
Sue York NewMR
Dan Foreman Insight International
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Sensory Inspira-on Dan Foreman, Insight Interna-onal
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org