21 to 23 March 2018
180 Maiden Lane
New York, NY 10038
For details and registration e-mail: firstname.lastname@example.org
ABOUT THE LECTURERS
Dr. Hal MacFie is a statistician by training, with an international reputation in the areas of product assessment and consumer research. Author of over 100 scientific publications and three books, he was Head of Consumer Science at the Institute of Food Research, Reading England, before becoming Director of the Institute. Dr. MacFie is now an independent consultant, Visiting Professor at Reading and Nottingham Universities and European Editor of Food Quality and Preference.
Anne Hasted began her career as an academic statistician at Reading University, but now runs Qi Statistics Ltd offering statistical training, software and consultancy support to research and industry. She has wide training and consultancy experience in both sensory and consumer research and has an international reputation for “user friendly” training.
Day 1 is designed to take you through the key methods that we use in consumer science and explain how they work and how they are applied to consumer data. Emphasis is given to the practical decision making that is made after each analysis. Participants will apply the methods to real life data using XLSTAT routines and will be guided by the written solutions that are a unique feature of Hal MacFie Training. These solutions give you the possibility to pick up the notes after 6 months or a year and remind yourself how a technique works and then apply it to your own data.
Deliverables: Theory, application and analysis experience in Principal Components (with rotation), Correspondence Analysis, Quadratic regression and inspection of response surfaces and the XLSTAT PREFMAP module applied to a single liking variable, Partial Least Squares and Pathway Analysis.
Day 2 Segmentation, Mapping and Portfolio optimisation
Segmentation Masterclass: This will give attendees a unique perspective: understanding and experience with the three main segmentation algorithms. Practical guidance on selecting the correct algorithm for the task, selecting the optimum cluster set, testing for stability will be given.
The key question with clusters is to identify any predominant characteristics of the membership and we will show a variety of approaches for this.
Deliverables: AHC, KMEANS and Latent Class Segmentation. Cluster Diagnostics and stability testing. Demographic and Psychographic analyses.
Preference Mapping: The workings of the XLSTAT Preference Mapping module will be described, and its application to overall means, segment means and individual scores demonstrated. Product prototype selection and reverse regression to predict the sensory properties of a prototype will be followed by a new section exploring how to integrate the open- ended question responses into the decision making process.. In some categories Preference Mapping on consumer measures are gradually replacing sensory panel scores and a short section will exemplify this approach. Finally an assessment of the role and validity of internal, external and probabilistic models in this application will be discussed
Deliverables: External Preference mapping, Reverse Regression, Using open ended comments, Optimising product portfolios across segments and markets. Comparing internal and external models.
Day 3 afternoon Concept optimisation and Product matching. Many concept trials ask multiple questions including sensory about one or more concepts. How can we examine segmentation in the response to a single concept? Which concepts do we select for further development?
Deliverables: Factor Analysis and Segmentation on question batteries
Typically consumer scientists are asked to supply a product that not only matches sensory expectations but enhances the emotional response and reinforces the Brand. We describe PLS on Fit to Concept measures and the use of Multiple Factor Analysis to handle sensory expectation trials. Brand conceptualisations including sensory, emotion and function can be investigated using CATA and Best-worst measures. MAXDIFF scales for prototypes and concept enable the best matching product to be selected.
Deliverables: Partial least Squares, Fit to Concept, Sensory expectation trials, Multiple Factor Analysis, Best-Worst, MAXDIFF scales, Concept to product matching.
Based around the use of XLSTAT, attendees will gain practical experience using real-life examples and will be able to save their work to take away, so they will be competent to start using their expertise from day 1 after the course. (There is an option to purchase XLSTAT -Sensory at a discounted price.)
Use our Virtual Training Room option and attend the class from the comfort of your office or home.
Day 1 Exploratory and Analytical methods for Consumer Science
Location: MicroTek Training Facilities
180 Maiden Lane, New York 10038
MicroTek’s New York training facility is located in the trending Seaport district of Manhattan. Select rooms are also equipped with MicroTek’s Virtual Training Room technology. These specially designed spaces utilize the latest in audio and video conferencing tools and allow customers to deliver rich, interactive training to both on-site and remote class participants. Public areas include café and lounge areas where training participants can relax between sessions.
The facility design features an open layout, contemporary finishes and an exposed grid ceiling. Bright colors and natural lighting help to create an environment that enhances the learning experience, while the seaport location offers spectacular views of the East River and Brooklyn Bridge. The location is convenient to transportation, hotels, restaurants and shopping. Building amenities include an indoor park/green area and premium catering through the Chef’s Hall.
Please see https://www.mclabs.com/room-rentals/microtek-new-york-city/ for details of hotels nearby with discounted rates.
|Day 1 Exploratory and Modelling methods for Consumer Research||$1000|
|Day 2 Segmentation, Mapping and Product Optimisation||$1000|
|Day 3 Concept and Product Matching||$1000|
|Discount for attending all 3 workshops||-$600|
|XLSTAT Sensory module|
|Special offer 1 year license at 70% of full price ($590)||$400|
|Remote attendance using MCLABS|
|Virtual Training rooms(http://www.mclabs.com/#)||$500|
|This additional charge enables you to attend the course from the comfort of your own desk. The costs include support and training from Mclabs staff and courier your course materials.|
Electronic registration forms to Hal@halmacfie.com