Sensory Research in a Global Marketplace
ASTM E-18, Standing Committee on Communication & Training
April 22, 2009
www.tragon.com
(800) 841-1177
©2009 TRAGON CORPORATION All Rights Reserved
Material may not be reproduced in any form without written permission from Tragon Corporation
Session of Speakers
Overview of Manual and Guest Speakers
2:30 to 3:00
Global Red Wine Research; A Case Study
Cristina de la Presa Owens, Ph.D., Foster’s Wine Estates Americas
3:00 to 3:30
Test Locally, Manage Globally; Speak to the Consumer in their Own
Language
Chris Findlay, Ph.D., Compusense
3:30 to 4:00
Global Harmonization of Sensory Methods; What is “Fresh Milk?
Gail Civille, Sensory Spectrum
4:00 to 4:30
Testing Products Around the World
Edgar Chambers IV, Ph.D., Kansas State University
4:30 to 5:00
Interactive Group/Panel Discussion/Q&A
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
ASTM MNL-55-EB-DL 20812
International Consumer Product Testing Across Cultures and
Countries
www.tragon.com
(800) 841-1177
©2009 TRAGON CORPORATION All Rights Reserved
Material may not be reproduced in any form without written permission from Tragon Corporation
Introduction
Where can I buy a copy of the manual?
• ASTM E-18 MNL-55-EB-DL 20812
• Download electronically full document or section by country
• Team of International contributors led by Alejandra Muñoz and Sylvia King
• Special contribution from Dennis Passe and Laura Anderson
• See acknowledgements
• Two Sections
• Main Document – General Principles
• Individual Documents – by Country
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Sensory’s Role in Understanding Behavior
Selected Quotes
• “The impact of culture on preference is immense.” (Suknark et al., 1998)
• “The biggest concern is … developing appropriate descriptive terminology
of characteristics perceived by different ethnic groups” (Karahadian, 1994).
• As Pring 1981 stated, “Careful consideration is required before conducting
work overseas, and a greater preparedness for compromise and flexibility
needs to be exerted than is necessary in home markets.”
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Purpose
Increase Awareness Among Sensory Professionals
• Tremendous growth in multi-national business
• Companies need tools to understand consumer behavior, preferences
• Sensory researchers should understand the “National Character” :
• Diet
• Heredity
• Culture
• Religion
• Ecology
• Literacy Rate
• A scientific approach to sensory and consumer research can provide
tremendous insight for the business.
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
What’s Included
Manual Components
• Government Regulations
• Cultural Customs
• Product Procurement and Shipping
• Facility Challenges
• Vendor or Research Partner
• Recruitment Methods and Questionnaire Design
• Test Protocols, Design, and Execution
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Overview of Manual
17 Countries Included
• Argentina
• The Netherlands
• Brazil
• New Zealand and Australia
• Canada
• Philippines
• China
• Poland
• France
• Spain
• Republic of India
• Thailand
• Japan
• United Kingdom
• Republic of Korea
• United States
• Mexico
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
International Organizations
Reference Lists
• AEMRI—Association of European Market Research Institutes
• ALAMO—Latin American Association for Marketing and Opinion Research
• AMA—American Marketing Association
• APMF—Asia Pacific Marketing Federation
• EFAMRO—European Federation of Associations of Marketing Research Organizations
• EFMA—European Financial Management and Marketing Association
• EMC—European Marketing Confederation
• EMRO—European Media Research Organization-Secretariat
• EPhMRA—European Pharmaceutical Marketing Research Association
• FIPP—International Federation of the Periodical Press
• IAA—International Advertising Association
• MACHK—Marketing Association of Chinese Mainland and Hong Kong SAR
• Marketing Research Institute International
• WAN—World Association of Newspapers
• WAPOR—World Association for Public Opinion Research
• WFA—The World Federation of Advertisers
• WMA—World Marketing Association
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Universal Sensory Test Issues
Minimize Errors
Consider sources of variability and work to minimize errors in testing.
• Competitive Array
• Raw Ingredients
• Manufacturing Facilities
• Manufacturing Equipment
• Manufacturing Methods
• Distribution Channels
• Target Consumer Groups
• Test Environment & Facility
• Preparation and Usage
• Packaging
• Shipping
• Storage Conditions
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Research Considerations
Do you need a travel agent?
• Participation compensation
• Literacy rates
• Security issues and personal safety
• Environmental conditions
• Holidays and school schedules
• Facilities – lighting, plumbing, electricity, etc.
• Recruiting and data collection
• Gender
• Socio-economic class
• Protocols
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
Language Diversity
Did you know that India has 22 recognized languages?
Language
City
State
Bengali
Kolkata (Calcutta)
West Bengal
Telugu
Hyderabad
Andhra Pradesh
Marathi
Mumbai (Bombay)
Maharashtra
Tamil
Chennai (Madras)
Tamilnadu
Gujarati
Gandhinagar
Gujarat
Kannada
Bangalore
Karnataka
Malayalam
Trivandrum
Kerala
Oriya
Bhubaneshwar
Orissa
Punjabi
Chandigarh
Punjab
Assamese
Guwahati
Assam
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
The 9-Point Hedonic Scale
Language Diversity
English
Brazil (ABNT 1998)
Hindi
Canadian
Like extremely
Gostei extremamente
“Bahut adhik pasand hai”
I like it, eh?
Like very much
Gostei moderadamente
“Bahut pasand hai”
Like moderately
Gostei regularmente
“Thoda pasand hai”
Like slightly
Gostei ligeiramente
“Thoda sa pasand hai”
Neither like nor dislike
Não gostei nem
desgostei
“Na to pasand hai na hee
napasand hai”
Dislike slightly
Desgostei ligeiranemte
“Thoda sa napasand hai”
Dislike moderately
Desgostei regularmente
“Thoda napasand hai”
Dislike very much
Desgostei
moderadamente
“Bahut napasand hai”
Dislike extremely
Desgostei extremamente
“Bahut adhik napasand hai”
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
And . . .
I don’t like it so much,
eh?
Beyond Product Testing
Meeting Consumer Expectations
Sensory should guide the business in various aspects of consumer
behavior.
According to Zimmerman and Szenberg 2000: “to compete successfully in
the international marketplace, all firms need information about foreign
market cultures, consumer preferences, perceptions and values p. 158.”
• Chevrolet ‘Nova’ means ‘doesn’t go’ in Spanish
• The Japanese beverage “Pocari Sweat” initially failed in US; now known as
Pocari
• Fiat, a sporty Italian auto, called “Uno”; translates to garbage in Finnish
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
ASTM International
MNL-55-EB-DL 20812
This manual is a valuable guide for conducting global sensory research.
Thanks again to all participating E-18 members
and International collaborators!
©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation
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