Advanced Consumer Science for Product Innovation

The Sequel to Targeting the Consumer II

Herb Meiselman
and
Hal MacFie

5-7 October 2010

Venue:
Microtek Labs
5th Floor
230 W. Monroe
Suite 550
Chicago, IL 60606
USA

Course Organiser
Herb Meiselman
Rockport, Massachusetts

For course details and registration email: email: HerbertLMeiselman@verizon.net

Class size strictly limited. Please register early without obligation.

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Sensory and consumer research is changing, and those who practice traditional sensory research and look at consumer research as just demographics are being left behind. Successful innovation demands working relationships with product managers and with marketing. Sensory and consumer research need to have the tools to add to the mix of talents in NPD. This course is aimed at providing the knowledge and tools to enhance the contribution of our research to the innovation process.

Targeting the Consumer III builds on the success of our two Targeting the Consumer courses. It adds entirely new material to some topics such as Consumer Segmentation, and offers entirely new topics such as Price and Brand. In this way, Sensory and Consumer Testing can become a more valuable component of the New Product Development process, by offering new methods, new data and new statistical analysis techniques.

Targeting the Consumer III is an entirely new course. It is appropriate for those who have taken Targeting I and/or II, and to advanced people in sensory and consumer science, who have professional training and experience. Sharing participants' experience is a part of all Targeting the Consumer courses.

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ABOUT THE LECTURERS

Instructors for Targeting the Consumer II are Dr. Herb Meiselman and Dr. Hal MacFie, both Editors of Food Quality and Preference. Dr. MacFie was formerly the Director of the Institute of Food Research, Reading, UK, and the Director of its Consumer Research Department. Dr. MacFie is a statistician by training. He currently is an internationally active consultant and lecturer in sensory, consumer and statistical methodology. Dr. Meiselman is a psychologist by training, and was the most senior research psychologist working for the US Army's research establishment, working at the Natick Laboratories before his recent retirement. He consults for both industry and national and international governments.

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Targeting the Consumer III

Morning 1, Session 1:

Review and update of TI and TII topics:
	More reasons to be careful with CLTs CLTs, restaurants, cafeterias, and HUTs Crossover Prefmapping Kano analysis ideas - satisfaction coefficients, quality index Should panelists choose their samples?

Afternoon 1, Session 2:

Beyond Liking:
	Consumer Research - role in product innovation Why is innovation so important, the Ehrenberg model Why do so many products fail Finding new ideas Compelling research is crucial The concept comes first Branded trials are the future
The new frontier: predicting moods and emotions associated with foods.
	What are mood and emotion? Positive and negative emotions. Is mood important in choosing foods? Physical and cognitive performance and mood. Mood research requires rigorous methods. Measuring short term and long term effects. Mood questionnaires: POMS, MAACL-R, BMIS Facial scales: Noldus, Emotionomics, PreMo A new emotion questionnaire from McCormick Exercise: measure your emotions.
The Kansei approach to putting emotion into design
	Kansei approach Successful applications A worked example Will it work for sensory?

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Morning 2, Session 3:

Novel Products:
	Measuring consumer attitudes toward product novelty Variety Seeking Sensation Seeking (SS) Long and Short Questionnaires of SS Neophobia Neophobia and Choice Neophobia in children and adolescents Is neophobia more than reluctance to try foods? Exercise: How open are you to new foods? Do you experiment with foods for excitement.
A survey of new commercial consumer research methods for innovation.
	Computer analysis of focus groups Zoom out ,Brain Writing, Wind Tunnelling Exercises

Afternoon 2, Session 4:

Price:
	Measuring consumer attitudes towards price. (with exercise) Price Price as quality and price as value Willingness to Pay Purchase Intent
Markets and auctions - a review and some practical ideas
	Vickrey auctions A better solution Exercise
A new mathematical tool: structural equation modeling. Can it help us?
	Structural equation modeling-principles Application to sensory data Consumer behaviour modeling Software demonstration

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Morning 3, Session 5:

Product involvement/Product importance:
	Measuring attitudes toward product involvement and importance (with exercise) What is involvement? Product involvement? Brand involvement? Background of involvement in the service industry Early involvement questionnaires. Food involvement questionnaire. Involvement and consumer segments. Involvement and clothing.
	How much does habit determine product choice? What is habit and how does it develop? Are some consumer choice patterns merely habit?  Representing habit in consumer choice models. Modifying habits – a challenge for product development.

Afternoon 3, Session 6:

Branding/Advertising/Promotion
	The use of sensory to support advertising and defend claims Means End Chains - does it work? The revised ASTM document - Statistical testing of superiority, parity and unsurpassed
The new frontier - Use of internet in Consumer Research
	On-line consumer panels On-line communities Discussion forums Using Chat rooms with children

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About the Course Venue:

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