THE DISRUPTIVE DIGITAL TECH SOLUTION FOR CONCEPT & PRODUCT TESTING
BACKGROUND: THE IMPORTANCE OF EMOTIONAL MEMORIES
Consumers’ qualitative multi sensorial product and concept evaluation is our core business . We have listened since 1984 carefully to the voice of consumers and have tapped with our proprietary qualitative methods into the emotional memories of consumers, when confronted with CPG products and concepts. These consumers’ emotional reactions mostly in natural langauge - digitally available for more than 20 years – were uploaded into a worldwide unique “qualitative” database to create a robust basis for statistical sensory analysis. Our database stores now the collective emotional memory of thousands of consumers in 17 countries of the world.
HOW DIGITAL TECH SOLUTIONS FOR CONCEPT OR PRODUCT TESTS WORK
Marketing is developing a new product addressing several consumer senses. Confronted e.g. online with these new product stimuli consumers react with processing the new sensory information in their brain and comparing them with the already stored emotional memories. Thus, the brain is constructing and storing unconsciously an emotional “footprint” of this new product as a desire of how the product should be.
Research about any marketing stimuli means only to ask some short open and closed key questions. The answers will be processed in the database and the emotional footprint for this specific product will completed with the help of consumers’ collective emotional memories in the database.
R&D is developing the new product along the lines of the same brief as marketing. As the technical possibilities have its limitations, the product must in reality also trigger the same sensorial emotions as the footprint in order to meet consumers’ desire which is the prerequisite for market success.
Research about product perceptions e.g. in an F2F free IHUT test needs only to ask some short open and closed key questions. Answers will also be processed in the database where the sensory emotions for this specific product are completed and the sensory profile is built with the help of consumers’ collective emotional memories of the database.
Answers are processed thru the database where the sensory emotions for these specific tested stimuli are completed and the profiles are built.
These sensory emotions are profound insights for several research objectives like concept/packaging or product development and selection, which makes concept and product testing
- quick turnaround
- low costs
- F2F free.
PURCHASE DECISION IS DRIVEN BY COHERENCE WHICH PREDICTS MARKET SUCCESS
Purchase decision process
The consumers have already subconsciously stored a (positive) footprint in the brain when entering a shop. At the point of sale, the consumer decides if he/she wants to try or buy this product, takes it home, unwraps it, opens it, uses it…. Within this whole process the brain is comparing each sensorial impact of this new product with the stored emotional memories as such plus the stored footprint of marketing’s new product promises.
Any deviation of the real product from the desired footprint will be realized, stored and can lead to disappointment. Serious disappointments will most probably alienate consumers from re purchasing this new product, as there are tons of alternatives in the shelf.
Coherence measurement process (see chart below)
In the database the footprint i.e. “the desire” and the real product perception are compared and checked for coherence. Coherence is defined as the harmony between consumers’ desire and their real product perception. The higher the congruity i.e. the index the higher the chance of success. This coherence index will be calculated and is predicting the chance of market success. Therefore, this digital tech solution creates an inestimable value for the industry that has never existed before.