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1We see things differently
Johan Puttemans Research Director Rogil26/11/2009
Marketing Research &
Consultancy
Specialised in SensoryResearch
Reality Driven Research
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1. Who we are
Agenda
2. BehaviouralResearch - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
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We see things differently 3
1. Who we are
Agenda
2. BehaviouralResearch - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
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We see things differently 4
Partnerships and innovation are key drivers of Rogil
This philosophy - since 1974 - resulted in state-of-the-art
research solutions and specialized tools
Eye Tracking * Tachistoscopic * Sensory Research
used in combination with traditional research techniques.
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Field & Operations
Cati
Mobile Unit
Taste Lab
FTF services
Panel services
Online research
Fieldwork in Europe(via Askia software
platform)
ROGIL
Research &
ConsultancySensory Consultancy
Marketing Research
Solutions
Consumer experienceconsultancy
Knowledge sharing
Solutions
& MethodsSense-Pack (Pack Audit)
Sense-it (Sensory Audit)
Eye-Watch
EyeTracking
Tachistoscope
Sensory Lab
Trained Panels
Consumer Panels
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The answer to your challenge
Complete solutions beyond Qualitative & Quantitative& behavioural data/objectives measures
Behavioural
Data
ObjectiveMeasures
QUALITATIVE QUANTITATIVEadded
value
added
value
added
value
OUR VISION ON RESEARCH
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Product and concept research
Marketing & Sensory - Research Solutions
Concept & Product Research (taste, touch, see ,hear & smell):
Advanced taste tests (Repeated Measures)
Sniff tests Difference tests
Screening tests
Sense-it = Sensory Audit - sensory examination audit
tests
HUT home usage tests
COB package studies
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Brand Research
Marketing & Sensory - Research Solutions
Communication, brand, image & advertising research:
Impact measurement via mixed mode research
Marketing ROI optimisation
Pricing and value optimization
Brand Equity diagnostics
Communication ROI optimisation
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Packaging & Shopper Research
Marketing & Sensory - Research Solutions
Packaging, & shopper research, category management
Sense-Pack
Usage & attitude studies (laddering techniques)
Category management & shelf layout research
Search trees & decision trees
Shopper diagnostics: motivations, behaviour in shop
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Some recent references
F M C G
http://images.google.be/imgres?imgurl=http://upload.wikimedia.org/wikipedia/de/thumb/7/71/NIVEA.svg/800px-NIVEA.svg.png&imgrefurl=http://www.fantabulouslyfrugal.com/2009/06/free-sample-of-nivea-visage-essentials.html&usg=__VlJM6z1HQy3wfDnod6XdXJ8yOFM=&h=474&w=800&sz=14&hl=fr&start=3&um=1&tbnid=u41lcWHIf6XBkM:&tbnh=85&tbnw=143&prev=/images?q=nivea&hl=fr&rls=ig&rlz=1W1TSEA_frBE308&um=1 -
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Some recent references
MEDIA SERVICES
http://images.google.be/imgres?imgurl=http://www.freshphonenews.com/wp-content/uploads/2009/03/att_logo.jpg&imgrefurl=http://www.freshphonenews.com/new-handsets-headed-for-att-including-the-nokia-piranha-2861/&usg=__t_vN2rM1g35U31SflY9nEoMu9qI=&h=2269&w=1710&sz=388&hl=fr&start=1&um=1&tbnid=UcPwa_vTAWtaEM:&tbnh=150&tbnw=113&prev=/images?q=at&t&hl=fr&rlz=1W1TSEA_frBE308&sa=N&um=1 -
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1. Who we are
Agenda
2. Behavioural Research - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
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Technology is a gift of God. After the gift of life it is perhapsthe greatest of God's gifts. It is the mother of civilizations, ofarts and of sciences. (Freeman Dyson)
For a list of all the ways technology has failed to improvethe quality of life, please press three. (Alice Kahn)
Technology.opportunity or threat?Also for research ?
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???
???
???
??????
Textmining
Clickstreaming
GPS
Blogging
RFID
Eye Tracking
Facial coding
..
..
.. STB
CATI
CAWI Moodboards
DeskResearch
MysteryShopping
CAPI
FocusGroups
FTFinterviews
A growing pool of data..
Source: Robert van Ossenbruggen - ProCression
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Need for techniques to help
us with processing this info
Information area &knowledge economy
300.000 KMIt would reach the moon / equals 7,5 times perimeter Earth
5,7 MillionYears to read it all!!!!
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A problem for us, analysts .
TIME
AVAILAB
LE
DATA
Available Data
AnalyticalCapacity
Executive
Capacity
Knowledge
Gap
ExecutionGap
Source: Gareth Herschel, Research Director, Gartner Inc.,Gartner Business Intelligence Summit 2005
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Measuring the impact of visual stimuli
Tachistoscopic Research
Goal = get detailed information about speed, accuracy,sequence in terms of how information transmitted by the
stimuli is processed.
to expose stimuli for very short time periods (as from 1 millis
tachi: measure shelf impact of your package, Point of Sale mat
Single object tachi: measure impact of a single object
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Where do we put text, where do we put visualinformation ?
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Are these cellular phones
Nokia phones or
Ericsson phones?
Is connecting people the
slogan for Ericsson or
Nokia?
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Are these cellular phones
Nokia phones or
Ericsson phones?
Is connecting people the
slogan for Ericsson or
Nokia?
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Brain laterality
Stimuli on the left go directly to the right hemisphereStimuli on the right to the left hemisphereV r l st mul (wor s nba i i d a dt xts) t tt r r lle a be e ecaw n pos t on on te i i ed he r tgho thep ommun t onc age c ica i)Visuals and non-verbal stimuli get a better recallwhen positioned on the left of the package/communication
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Eye-tracking
Registration eye movements
Eye focus is projected onfovea
= condition to be processedin the brains
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Measurement of emotions
Challenge in research = Objective measures
Neuromarketing techniques Brain scans
Electro dermal techniques (hart beat, sweat,) Facial coding ..
HypnosisEthical? Privacy? Real life conditions?
s l t n pr t ?ea ibi i i ac iceow to nt rpr t?i e e
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Eyetracking Domains
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LIVE DEMO
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Consumer facts
How long are people looking at an individual search result inGoogle ?
What is the total gaze time at the first Google-results page ?
What is the average number of characters in a Google line ?
1,1 second
10,4 second
25 charactersetterus
etherigh
t25charac
tersi
1sec
ondin
troduction
toap
otentialcu
stome
r!
C f t
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Consumer facts
Importance of an efficient visual communication !
Gain insights in how visual stimuli work
Less time to process
Split second decisions
Harder to get the attention
More Media More Stimuli
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Perception versus sensation
Bottom-Up
- Perception = data-driven
- Starts with sensory data raw input
-Top- Down
- Perception = conceptual driven
- Starts with stored knowledge &expectations
Artificial boundary both theories are applicable. Important is to what extent and in whichcircumstances are they applicable?
I fl f t ti
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Influence of expectation
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Influence of
learning &experience
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1. Who we are
Agenda
2. Behavioural Research - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
Outlook Inbox
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Outlook - Inbox
Only first words of subject line are read, sender name is the key element
Attention in first 15 seconds: Sender: 65 % of attention, subject: 35 %
Decision to open an e-mail or not: 1,5 seconds !
Direct E Mail
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Direct E-Mail
Show the key message in the first part of the mail(without scrolling)
Limit the number of hyperlinks and make a hyperlinkprominent
Animated elements are distracting and lead to click-away behavior if not linked with content
Avoid building up your message in an advertising way.pop-ups and advertisements blindness
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1. Who we are
Agenda
2. Behavioural Research - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
Content & Websites: F
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Content & Websites: F-pattern
Learning:
First paragraph (and first google-hits) gets most attention
Bullet points, headers, keywords will guide the reader through the site
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F-pattern (as a result ofscanning behaviour)
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Google results: % of attention
First 3 organic search results are focused by 97 % of respondents
Sponsored results at right side of screen are focused by 31% of respondents
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The Coca Cola corporate website shouldmainly underline the health, people &
environmental responsibilityof the CocaCola Company
Web Case
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Market
People
Environment &Community
Annual report
Funding
News-headlines
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Quanti results
What is the key message of this homepage ?
47% = promo of Coca-Cola beverages
40% = health-issues & Coca Cola
Conclusion: Acceptable, but is it enough to open
the debate with the creatives ?
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SCROLL-LINE
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1
3
2
3
Eye Tracking insights Cola
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Eye Tracking insights ColaCase
Menu Bar is a crucial navigation point: is seen byonly 50% of visitors.
First focus point are product images, last focus pointis textual information covering the environmentalissues
New site based on combined insights:
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New site based on combined insights:ENVIRONMENT
& HEALTHCLEAR MENUSTRUCTURE
PEOPLE & PRODUCT
A d
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1. Who we are
Agenda
2. Behavioural Research - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
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Example print media Hot Spot
Eye Tracking data: male or
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Eye Tracking data: male orfemale ?
Would you get this result
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Would you get this resultout a quanti/quali?
M
EN
WOMEN
Is this hot spot from female or
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Is this hot spot from female ormale viewers?
Would you get this result out
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MEN
WOM
EN
Would you get this result outquanti/quali?
After what we learned
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After what we learnedout of quanti?
Overall liking-54% (min. 7 on 10)-Men vs Women67% vs 42% (min. 7)
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16%
51%
37%
22%
39%
18%
34%
48%16%
41%
52%
23%
37%
45%
24%
63%
n= 131
Not important / Not relevant
Doesnt give new information
Unpleasant
Incredible
Ordinary / Banal
Difficult to understand
Doesnt invite to buy the produ
Aimed at women
Important / relevant
Gives new information
Pleasant
Credible
Distinguishing
lear / easy to understand
Invites to buy the product
Aimed at men
Top 2 % Bottom 2 %
27%
33%
46%
34%
23%
55%
28%
Benchmark top 2%
>
>
After what welearned out of quanti?
Visualcue
The high involved reads claims
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109We see things differently
Research executed by Brian Wansink on soyClaims:
20/80 principle:
80 % based product purchase decisiononly on front of pack.
Short claims on the front side
Full claims on the back of the packaging
leads consumers to more fullyprocess and believe the claim
Priming effect of Claims
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110We see things differently
Unconscious
Perifere cues / primingNumber of argumentsColorWeight of the packNumber of steps in the manual
Often semantic linksHigh is good, heavy isrobust, green is pure,
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Use the right color in your pack/stimuli
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113We see things differently
Colors, like features, follow the changes of the emotions" Pablo Picasso
(1881-1973)
Red is energy:see the redpiece affectingthe bull, seeCoca Cola and
Spa Red
Green is self-assurance:the green ofHeineken
Bleu is safe:see the blue inthe Belgacomas well as Volvologo and SpaBlue
Yellow isconvivial: theyellow ofLipton tea andFanta
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Some packages & shopperinsights
1. Design for visibility Remember the first seconds
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Visibility in the shop is a matter of contrast
There is a strong positive correlation between shelf visibility and purchase intention/consideration.
Catch the attention!
2 . Design for shop-ab ilityEnsure shoppers find the product t hey wa nt to buy
Take care of category codings
Consistency in lay-out , codings, house sty le is impor tant . POSmat erials may guide t he consumer to your newest products
Catch the a ttention!
3. Design t o drive consum pt ionLink to the second moment of trut h
The fastest w ay to kill a product is to create expectations that itdoes not m eet
Catch the a ttention! 4. De sign for different iation
It is crucial for a packaging to embody a key dim ension on animm ediate, intuitive level, without relying on t ext or claims
Catch the attention!
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1. Design for visibility
Remember the first seconds
There is a strong positive correlation between shelf visibility and purchase
intention/consideration.Catch the attention!
Shape, Logo, Color , Size, Pack promo etc.
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Colour BlockingWhich is the category colour of Paprika/pepperchips/potatoes?
Unique shapes differentiate from competition
Visibility in the shop is a matter ofCONTRAST
http://images.google.be/imgres?imgurl=http://www.rebeccabarz.com/specialk2.jpg&imgrefurl=http://www.rebeccabarz.com/awards.html&h=564&w=375&sz=85&hl=nl&start=4&tbnid=04FODRxJIa2haM:&tbnh=134&tbnw=89&prev=/images?q=special+K&gbv=2&hl=nl&sa=Ghttp://images.google.be/imgres?imgurl=http://www.rebeccabarz.com/specialk2.jpg&imgrefurl=http://www.rebeccabarz.com/awards.html&h=564&w=375&sz=85&hl=nl&start=4&tbnid=04FODRxJIa2haM:&tbnh=134&tbnw=89&prev=/images?q=special+K&gbv=2&hl=nl&sa=G -
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And cont rast comes from many sources:
Shape, Logo, Color , Size, On pack promo, Shelf stoppers etc.
Enhances visibility:
Striking and contrasting colours in shelfColour blocking
Unique shapes
Starting point = mostly a point of visual CONTRAST
From there consumers scan to the right or downward
Source: PRS International
Some learnings
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2. Design for shop - ability
Findability
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Ensure that shoppers find the product they want to buy
POS materials to support findability (shelf stoppers)
Facilitate the shopper experience
Consistency in lay-out info house styleIntegrated communication: be identifiable recognizable
Focus on CORE product benefits: What do you really want to
communicate?
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3. Design to drive consumption
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Link to the Second Moment of Truth
Have we created realistic expectations?
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Packaging Functionality Exercises Holding and Dispensing, opening /closing
Product Usage & Consumption Patterns Tasting, Experiencing, odour, colour etc.
The fastest way to kill a product is to createexpectations that it does not meet.
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4. Design for differentiation
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It is best to visually Own the dimension that ties most directly to the endbenefit.
Agenda
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1. Who we are
2. Behavioural Research - Eye-Tracking
3. Sensory Research
Email WebsitesPrint ads
Outdoor
Pack &
Shopper
The different senses are at play:5 senses + the 6th sense
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But sight is not the only driver.
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HEAR SMELL
TOUCHTASTE
SEE
Sensory Lab
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Sensory LabDefinition
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Controlled circumstances, the sensorycharacteristics of products (taste, smell, mouth
feeling, sight, sound) are measured by persons, as
measure instrument (panel).
Sensory LabDefinition
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Descriptive research (analytical)
Measure objective differencesbetween products, like there are:sweetness, strawberry-aroma,granularity, saltiness,
What is the (sensory) profile of the
different products? By trained panel members
Evaluative research (preference
research)
Measure subjective differences
between products, measure how
the consumer evaluates and
appreciates the product.
Which product is preferred and
Beoordeling smaak, nasmaak, mondgevoel door het smaakpanel
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S=SmaakNS=NasmaakG=Geur
Sensory LabResearch questions
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On behalf of product development:
Testing products in the development phase
Process Control
Quality Control
Product maintenance and optimalisation
Promotion & communication
Fieldwork servicesMobile Test Unit
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What?Fully equipped for ad hoc research (capi stations,kitchen)Can be placed throughout the country
AdvantagesMobileA fixed motivated and supervised team ofinterviewersEnables the recruitment of real freshrespondentsObtain rather quick a large nationally spreadsampleProfitability higher than for hall tests
LimitationsLimited length of interview = max. 20Rather large sample size needed if coveragewhole country
What is a good taste ?
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Bitter
Sour
Salty
Sweet
4 base - tastes
CASE
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Peeters & Pichal studie (radio1)
Franse wijnenVergane glorie of Franse trots?
Een onderzoek naar hetsmaakverschil tussen wereld-wijnen en Franse
wijnen (druif:Merlot)
Methodologie
2 Franse wijnen (druif:Merlot) werden afgezet tegen 3
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2 Franse wijnen (druif:Merlot) werden afgezet tegen 3wereldwijnen (druif: Merlot)meer bepaald:
Om de onderzoeksvragen te beantwoordenorganiseerde Rogil 2 onderzoeken
1.Blinde objectieve profilering van detestwijnen in het sensorisch labo doorExperten panel
2.Blinde evaluatie van de testwijnen door dedoorsnee consument op centrale locatie(Leuven)
La Capitana en Marianne spannen de kroon en scoren op zowel kleur, geur, smaak alsnasmaak beter dan de andere wijnen.
Twee groepen van wijnen qua complexiteit: La capitana en Marianne = complexe wijnen enJacobs Creek, Autrement en Latapie = minder complex
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We see things differently 139Evaluatie van de wijn: Kleur, Geur, Smaak, Afdronk op schaal van 0 tot 10. Complexiteit opschaal van zeer complex tot helemaal niet complex
ACE
E
De betere evaluatie voor La Capitana en Marianne tekent zich ook af in de voorkeur.
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We see things differently 140Welke van deze wijnen verkiest u op de eerste plaats?
CDE
E
De voorkeur voor de wereldwijnen Marianne en La Capitana tekent zich nog duidelijkeraf onder de frequente wijndrinkers.
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We see things differently 141Welke van deze wijnen verkiest u op de eerste plaats?
*
*
* Significant verschil tussen frequente en niet-frequente wijndrinkers
CDE
CDE
E E
E
E
Voorkeur per gebruikersgroep
Consumenten hebben het duidelijk moeilijk om het land van herkomst te herkennen van de wijnen.Tussen de 21% en 34% kan het correct = gokkans
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We see things differently142Kan u voor elke Merlot wijn die u zonet heeft geproefd aangeven welk het land van herkomst is?
Beoordeling uiterlijk/geur door het smaakpanel
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G=Geur
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Methodology
Repeated measurements
April 2005
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Sip-room or Test Booths
The respondents are guided to the SIP-room and asked to
take place at a table. There will be given a briefing to
explain the procedure during the evening.
OutputExample of results
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Evaluation after each serving: TOTAL SAMPLE
OVERALL LIKING
4,0
4,5
5,0
5,5
6,0
6,5
7,0
Pre-
exposure
Serving 1 Serving 2 Serving 3 Serving 4 Post-
exposure
MBWRIG06 MBWRIG07 MBWRIG08 MBWRIG09
9-point scale(Mean scores)
N =32/29/30/
29
N =27/22/24/
24
N =20/13/13/
17
N =10/8/8/8N =
119N =117
What is a good taste?
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148/173
We see things differently148
Variance
Correct complexity of taste
Being able to recognize the taste
Having the luxoury of choice
Variation
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149/173
We see things differently149
Variation prevents sensory specific satiety
-> Buffets
Becel Pro Activ
The right taste complexity
http://images.google.be/imgres?imgurl=http://plaza.fi/s/f/editor/images/proactiv_yhteis.jpg&imgrefurl=http://plaza.fi/ellit/ideakeittio/uutuudet/uusi-becel-proactiv-jogurttijuoma&h=730&w=992&sz=197&hl=nl&start=2&tbnid=mN5y_7NwsxnrSM:&tbnh=110&tbnw=149&prev=/images?q=becel+pro+activ&gbv=2&ndsp=18&svnum=10&hl=nl&sa=N -
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We see things differently150
Complex products:
several sensesseveral taste sensations
Complex = attention = rest (lounge)
Simplicity = volume = satiety
Ep Kster: Bring the last but one most appreciatied product on
the market, with just a bit more complexity
Recognising taste
http://images.google.be/imgres?imgurl=http://z.about.com/d/vegetarian/1/0/P/1/-/-/chocolatesmall.jpg&imgrefurl=http://vegetarian.about.com/b/2007/05/27/update-some-mars-chocolate-vegetarian-some-not.htm&h=116&w=170&sz=4&hl=nl&start=46&tbnid=QTAqYwMEeWoQPM:&tbnh=68&tbnw=99&prev=/images?q=mars+chocolate&start=36&gbv=2&ndsp=18&svnum=10&hl=nl&sa=N -
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We see things differently151
(Learn) to recognize taste
Taste is (also) what you expect of it -> blind cola test
Preference and aversion are also teached
Taste is largely a recollection of tastes
Best recipe = a bit new with a lot familiar
But sight is not the only driver.
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We see things differently152
HEAR SMELL
TOUCHTASTE
SEE
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We see things differently153
Taste is (also) smell !
Orthonasal
Retronasal
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We see things differently154
Product smell
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We see things differently155
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156/173
A sensory game
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We see things differently
157
A sensory game
Which brand do you smell ? ?
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We see things differently
158
But sight is not the only driver.
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159/173
We see things differently
159
HEAR SMELL
TOUCHTASTE
SEE
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160/173
We see things differently
160
Sight
Taste
TouchSmell
Sound
The different senses are at play: hear
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We see things differently
161
The solid and dry click ofthe door of a prestigious
car adds to the experienceof solidity, strength,power.as well as status.
The metal like click of a low endcar adds to the experience of
fragility, simplicity.as well asa less safe car.
l
l
A sensory game
http://nl.wikipedia.org/wiki/Afbeelding:2cv-club-red.jpg -
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We see things differently
162
A sensory game
Which brand is connected to this sound ?
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We see things differently
163
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We see things differently
164
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We see things differently
165
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We see things differently
166
But sight is not the only driver.
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We see things differently 167
HEAR SMELL
TOUCHTASTE
SEE
A sensory game
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We see things differently 168
y g
Which brands do you recognize ?
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We see things differently 169
The different senses are at play:see - morphology
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We see things differently 170
Round: is warm hearted
Triangle: is energetic and vivid
Square: is reliable and controlled
Rectangle: straightforward and solid
Amorphous: is confusing or creative
The different senses are at play: touch
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We see things differently 171
One eats and drinks with touch: A soft drink in can from fridge feels far colder than the same soft
drink taken from the same fridge in PET.
Even in case the objective temperature of the liquid inside is the
same or even colder in PET, the impression is that the drink isnot as cold.
Satisfaction offered by the can is one step ahead inview of the needed refreshment one takes a softdrink for.
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We see things differently 172
I wish you a sense-full career !
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