The Sequel to Targeting the Consumer I
Herb Meiselman
and
Hal MacFie
Dates 2 to 4 November 2010
Venue:
Hôtel Atala Champs Elysées
10, Rue Châteaubriand
75008 PARIS
Class size strictly limited. Please register early without obligation.
This course aims to give you the latest knowledge and tools from across sensory, consumer, psychological and statistical sciences to ensure your work is at the forefront of methodology. After an update session detailing how the science has moved on in relation to the topics we covered in Targeting I, we examine more aspects of the New Product Development process.
In the next three sessions we examine tools and theory to help Sensory and Consumer Insights staff integrate their work into the Marketing process. In the final session we examine recent developments in choice modelling, and see how consumer science is addressing the analysis of cross-cultural trials.
A key feature of Targeting I courses was the time and value given to participants' discussion. This will be continued in this course. In every hour at least 15 minutes will be devoted to discussion and/or exercises. The small class size will also encourage interaction among participants, and between participants and instructors.
Discussion is also encouraged during group lunches and dinner.
ABOUT THE LECTURERS
Instructors for Targeting the Consumer II are Dr. Herb Meiselman and Dr. Hal MacFie, the 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 was a founding editor of the Journal of Foodservice, and consults for both industry and national and international governments.
Course Outline
Day 1
Session 1: 9.00 - 12.30
| Recent developments in consumer science (Tab 0) |
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CLT versus HUT – more evidence
Measuring product effects on emotions
Repertory grid trials
The impact of context on product appreciation
Package viewing trials
Growing interest in neophobia for consumer segmentation |
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| Great Ideas from recent conferences : Eurosense and Pangborn |
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1. Studying branded and unbranded products.
2. Complexity and novelty: drivers of sustained liking?
3. Traditional foods and authenticity
4. Pangborn topic to be announced
5. Pangborn topic to be announced |
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| Lunch |
12.30-14.00. |
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| Session 2: 14.00-17.30 |
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| Designing Products for Specific Populations – Young and Old (Tab 1) |
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Is age important? Culture, age and gender.
Young age, children’s preferences, children’s neophobia.
Old age, sensory capacity, elderly food habits.
Product evaluation for young and old.
Rating scale uage for young and old.
The Pangborn 03 aging workshop |
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| Designing Consumer Trials to Make Decisions (Tab 2) |
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Types of decisions
Internet trials –pros and cons
Designing Central Location tests
Finding the correct N
Going beyond the sip test : boredom and irritation |
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| Sensory and Consumer Factors in Healthy Product Image (Tab 3) |
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How do products become ‘healthy’ or ‘unhealthy’.
Instruments for measuring healthy attitudes:
Food related lifestyle.
Food choice.
Attitudes to food.
Health and taste attitudes.
Product development of products with healthy image. |
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Group Dinner |
DAY 2
Session 3: 9.00-12.30
| Advanced Preference Mapping (Market gaps and category management) Tab 4 |
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Internal preference mapping – mini review
Finding Sensory drivers, Demographic drivers
External Preference mapping – mini review
New ideas: EIDPM, Probabilistic approaches, PLS and Path modelling
Using contour plotting to identify optima
Reverse engineering to identify sensory profiles of optimum products |
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| Combining Sensory, Consumer and Marketing Factors in Product Design (Tab 5) |
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New product development.
Ten consumer research methods – an overview.
Categorization of consumer research methods.
Input
Task format
Actionability
Other NPD methods.
Product newness and actionability.
Other opinions. |
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| Lunch |
12.30-14.00 |
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| Session 4: 14.00-17.30 |
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| Using consumers to define perceptual space (Tab 6) |
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Comparison of consumer and sensory panels
Rep Grid revision
Free Sorting –
Method, literature review and applications
Ranking and Flash Profiling method and applications
Check all that apply – method, analysis and application in preference mapping |
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| Consumer Satisfaction and Product Quality (Tab 7) |
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Defining consumer satisfaction.
Satisfaction and expectations.
Cognitive dissonance.
Satisfaction and values.
Effort and dissatisfaction.
The Kano Model of Satisfaction |
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Group Dinner |
DAY 3
Session 5: 9.00-12.30
| Estimating Price, Value and Repurchase Intent (Tab 8) |
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Valuing a brand, estimating quality and price
Mini review of the role of sensory satisfaction in repurchase
Why blind liking may not predict satisfaction
Role of sensory in delivering and exceeding on concept
Towards a methodology to model repurchase intent |
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| Interpreting Cross-Cultural Studies (Tab 9) |
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Cross cultural business models
Cross cultural research designs.
Examples of cross cultural research.
Food neophobia research and the research model.
Scaling issues.
Europe – the Pan-EU study and the SENECA study.
Product development-
Steak (Europe)
Noodles (Asia)
Fabric Hand (Austral, Asia, US) |
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| Session 6: 14.00-17.00. |
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| Choice Models and Measures (Tab 10) |
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Conjoint and discrete choice methods
Market simulators
Heuristic models - a practical approach to how consumers operate
Eye tracking methods |
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| Designing Non-Food Products (Table 11)
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Background of products other than food.
Objective and subjective methods.
Fabric Hand.
Product development.
Comfort.
Context and other issues. |
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Close |
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Course Venue |
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The Hotel Atala stands close to the Champs-Elysees, in the heart of the business, fashion and entertainment worlds:
this is the most prestigious district of Paris.
All the 48 rooms are stylishly decorated and perfectly equipped : air conditioning, direct dial phone, Internet data link, satellite television and mini-bar.
Guests can meet their friends in the beautiful bar-salon widely opening onto the garden, near our private lounge for business lunch.
In the restaurant "l'Atalante", the Chef prepares high quality Cuisine reflecting a special tradition in French gastronomy.
Hundred meters from the Champs-Elysées avenue, Atala offers you an up-to-date comfort in its rooms entirely renovated and air-conditioned. Behind, a peaceful garden restaurant, a perfect oasis to accommodate your customers in the most prestigious district of Paris.
http://www.hotel-atala.com for reservations and directions and maps
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REGISTRATION
FORM
Registration Policy: Courses are limited in size in order to promote discussion. Therefore registration is not final until payment is received. Unpaid spaces will be opened to new registrants 30 days ahead of courses. Cancellation of registration can be made up to 30 days ahead, and return of payments, minus reasonable administrative expenses, will be made for these cancellations. Cancellations within 30 days of the course start will receive a credit for a future course.
Yes: Please
enrol me in Advanced Consumer Science for New Product Development 2 - 4 November 2010
Course Fee Euro 1750. Includes lunch and course materials.
Fees reduced by 25% for members of academia - space limited.
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To
pay your registration fee by credit or debit card on-line please click the appropriate
button:
Refunds will be at the discretion of
Dr Halliday MacFie.
-WorldPay is a Secure Site-
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For electronic bank transfers: please contact hal@halmacfie.com for account and wiring details.
Mailing address for registration and payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom
Tel/+44(0)7786436656
Fax +44(0)1179863590
Electronic registration forms to hal@halmacfie.com |
