openPR Logo
Press release

The Right Product for the Right Moment

03-22-2007 06:10 PM CET | Advertising, Media Consulting, Marketing Research

Press release from: European Sensory Network

Bridging the gap between objective product qualities and the consumer’s complex desires and needs

It is becoming more and more difficult to develop successful new products. Solutions that are optimally tailored to consumer needs and desires are the only ones that have a chance of market success. The demands of the buying public often differ significantly, depending on the context. Researchers from the European Sensory Network members' institutes ISI, Germany, and Matforsk, Norway, are on the trail of methods that can identify such effects.

If product developers directly question consumers concerning their wishes – they seldom come up with worthwhile answers. The reason: most often the consumers are either unaware of which aspects influence their preferences, or they have difficulty verbalising their perceptions. To be sure that the product complies with consumer taste, product developers aim towards the optimum taste qualities. Ideally, sensory experts and potential consumers would alternatively describe the product at different stages of the development process.

Yet sometimes this approach does not go far enough. The problem is a complex one, especially with products that are consumed under extremely variable circumstances. Along with taste and aroma, appearance, design, and expectations influence consumer satisfaction. Important are also the thoughts and feelings that the consumer associates with the product. What is the context of their thoughts during the consumption of a product – Sunday breakfast with the family, or on the hefty snack en-route? What recollections or associations does the product draw out – “a party with friends”, or “this is something that is healthy”? Do consumers have the same feeling about the product in diverse situations, or do particular circumstances enhance their enjoyment? Robert Möslein from the German sensory institute ISI in Göttigen says, “Usually there is no single ideal proto-type well-suited for every situation. Together with colleagues from the Matforsk Institute in Oslo, Norway, we have developed methods that incorporates the consumers’ situation-specific expectations into the sensory optimisation process.”

In addition to the product profiling conducted by panels of both sensory experts and consumers, the sensory scientists have used different associative methods to evaluate various assortments of bread, cheese, and herb-flavoured liqueur, as well as typical consumption situations. Subsequently, the consumers evaluated how appropriate different varieties are for particular consumption situations. The Matforsk Institute’s Margrethe Hersleth underscores that, “In this way, along with explicit expectations, we were able to uncover latent consumer needs, and incorporate the suitability of the product for a particular situation into our analysis.” For instance, in a bread study, it was found that consumers considered one out of seven types of bread to relate especially well to breakfast and lunch, while other sorts of bread were perceived more appropriate for dinner, soup and pasta. In a study on cheese two out of twelve types of hard cheese were considered to be especially suited as “light” (low in calories) cheese. Other sorts were preferred for breakfast, with an evening glass of wine, or when cooking. Usually it is possible to identify the sensory attributes that are critical factors in the “use experience”, i.e. the respective consumption situation. In the case of herb-flavoured liqueur, liqueurs with fruity citrus notes are preferred as party drinks, whereas they are viewed as a digestive when they have a more aromatic base with a hint of mint. Möslein and Hersleth emphasize that, “Thus we can offer product developers concrete information above and beyond sensory analysis data and acceptance evaluations, that can be incorporated into their product innovations and modifications.”


Dipl. Kfm. (FH) Robert Möslein
Senior Manager Sensory Research
ISI GmbH
Ascherberg 2, 37124 Göttingen-Rosdorf
robert.moesleinisi-goettingen.de


Margrethe Hersleth
Dr. Scient, Research Scientist
MATFORSK
Osloveien 1, 1430 Ås
margrethe.herslethmatforsk.no

You can download this text on:
http://www.esn-network.com/right-product-right-moment.html

The European Sensory Network (ESN, www.esn-network.com) is an international association of presently 18 leading academic and research institutions in the field of sensory and consumer sciences.
ESN aims are
- to further the development and application of sensory science in Europe, e.g. by generating funds for joint research
- to improve sensory and consumer testing methodology for the benefit of food and non–food industry, e.g. by rapid feed back on research results of practical relevance for the industry
- to promote the application of sensory analysis in the industry; e.g. by inhouse trainings and seminars
ESN members share their expertise in consumer driven sensory research and work towards standard methodologies.

ESN press office:
Dr. Ina Schicker
Weidachstr. 32
87629 Füssen
Germany
Tel.: +49 83 62 92 33 38
Fax: +49 83 62 92 33 39
ina.schicker@esn-network.com

This release was published on openPR.

Permanent link to this press release:

Copy
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.

You can edit or delete your press release The Right Product for the Right Moment here

News-ID: 17338 • Views: 3178

More Releases from European Sensory Network

Olive Oil in Context: TDS uncovers complex interactions
December 2012 - Using the Temporal Dominance of Sensations (TDS) method, the tasting experience that develops over a longer period can be traced. In this way it is possible to comprehend aspects that are not reflected in static sensory profiles. In a recent study on olive oil, Italian researchers demonstrated the advantages of TDS. Good quality olive oil is a basic foodstuff in many countries encompassing the Mediterranean Sea. In the
What’s New? Smell and taste memory is tuned to novelty detection
February 2012 - The memory of tastes and smells functions fundamentally differently than visual memory. To better understand the characteristics of memory for food, European Sensory Network researchers have developed experimental designs that are essentially different from the traditional recognition experiments. Witnesses are often asked whether they can recognize a particular person. When the same person is presented, it is much easier for them to come to a correct decision than
Deciding At First Glance - Tracking eye-movements reveals what grabs the consume …
Despite the overabundance of offers on today’s grocery shelves, most consumers decide whether or not to buy a product within seconds after glancing at the assortments. To be successful, a product must grab the consumer’s attention as quickly as possible, and at the same time be persuasive. To see if this is the case, eye-movement registration and tachistocopic research can be used. Irouchka Moyersoen of the Belgian Sensory and Consumer
European Sensory Network invites industries as partners at the cutting edge of s …
Since its foundation, the key aims of the European Sensory Network (ESN) have been to improve sensory and consumer research methodology for the benefit of industry and to promote the application of sensory analysis methods in the industry. To help support these aims, the ESN is now offering a direct ESN-Industry Network Partnership with the express purpose of collaborating more closely with industry in the research and development of innovative

All 5 Releases


More Releases for ESN

Enterprise Social Networking (ESN) Market | Coronavirus (COVID-19) Impact Analys …
This versatile composition of research derivatives pertaining to diverse concurrent developments in the global Enterprise Social Networking (ESN) market is poised to induce forward-looking perspectives favoring unfaltering growth stance. The market research report on the global Enterprise Social Networking (ESN) industry provides a comprehensive study of the various techniques and materials used in the production of Enterprise Social Networking (ESN) market products. Starting from industry chain analysis to cost structure analysis,
ESN, EVOLUTION SPORTS NUTRITION - FIRST INDIAN SUPPLEMENT COMPANY TO LAUNCH SUBL …
Mumbai, July 08: ESN – Evolution Sports Nutrition becomes first Nutrition Company in India to launch the sublingual spray. Keeping in the mind the need of the hour during the pandemic Covidtimes, India is in dire need of immunity boosters at it best potential to help its citizens counter the deadly virus. ESN proudly launches Sublingual Immunity Booster & Sublingual Vitamin C Spray that gets absorbed 8 – 9 times
Global Enterprise Social Networking (ESN) Market Size, Status and Forecast
Enterprise social networking focuses on the use of online social networks or social relations among people who share business interests and/or activities. Enterprise social networking is often a facility of enterprise social software (regarded as a primary component of Enterprise 2.0), which is essentially social software used in "enterprise" (business/commercial) contexts. It encompasses modifications to corporate intranets (referred to as social intranets) and other classic software platforms used by large
Enterprise Social Networking (ESN) Market Analysis and Prediction by Leading Man …
Summary: Enterprise social networking focuses on the use of online social networks or social relations among people who share business interests and/or activities. Enterprise social networking is often a facility of enterprise social software (regarded as a primary component of Enterprise 2.0), which is essentially social software used in "enterprise" (business/commercial) contexts. It encompasses modifications to corporate intranets (referred to as social intranets) and other classic software platforms used by large
Global Enterprise Social Networking (ESN) Market Size, Status, Key Player, Marke …
An up-to-date research report has been disclosed by Market Research Hub highlighting the title “Global Enterprise Social Networking (ESN) Market Size, Status and Forecast 2018-2025” which provides an outlook for current market value as well as the expected growth of Enterprise Social Networking (ESN) during 2018-2025. The report studies the casing heads market worldwide, especially in North America, China, Europe, Southeast Asia, Japan and India, with production, size, growth, revenue,
Enterprise Social Networking (ESN) Market Shares, Strategies and Forecast Worldw …
Global Enterprise Social Networking (ESN) Market Size, Status and Forecast 2018-2025 provides a unique tool for evaluating the market, highlighting opportunities, and supporting strategic and tactical decision-making. This report recognizes that in this rapidly-evolving and competitive environment, up-to-date marketing information is essential to monitor performance and make critical decisions for growth and profitability. The research study focuses major leading industry players with information such as company profiles, product picture and