Döhler Sensory & Consumer Science 2014

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Multi Sensory Consulting

We give clear

recommendations

of how to optimize

the sensory product

performance

Döhler Sensory & Consumer Science

Döhler Sensory & Consumer Science

Sensory Science:

Expert panels for objective

perception and measurement

Consumer Science:

Evaluation of consumer

acceptance and emotions

before, during and after

consumption

Independent professional provider of

consumer testing & sensory

services

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Sensory Science

Training, Seminare &

Support

Consumer Science

Döhler Sensory & Consumer Science

Our Solution Portfolio

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Sensory Science • Objective assessment of intensities of

sensory product characteristics

• Solely trained sensory experts based on DIN

10961

• Accomplishment only under standardized

conditions in a sensory lab

Consumer Science • Subjective assessment of individual

judgments / likings (affective)

• Solely untrained consumers of the

proposed target group

• Accomplishment on different locations

Differentiation of objective and subjective sensory tests

Member of:

Comittee Sensory Analysis

>100 Sensory

Experts

studies with

20.000 consumers

Sensory

profiles of

600 products…

…within

20 categories

own consumer panel with

2.500 participants

sensory seminars with

1.500 participants

Consumer

results of

1.300 products…

…within

28 categories

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Profound Sensory & Consumer Insights

Sensory & Consumer Specialist

• Independent provider of sensory science and consumer testing

• More than 100 trained sensory experts

• Diverse Sensory Expert Panels (juice, beer, energy, beer mix, …)

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1

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5

6

7 bitter

cacao

earthy

cacao

nutty

sticky

hardness

roasted

earthy

sweet

focus groups

product and concept tests

sensory profiles

sensory experts

sensory cabins

flavour references

clear recommendations

vox pops

• Own network with fielding partners for worldwide consumer research

• Deep understanding of all Sensory & Marketing related questions in the entire field of beverages

• Highly practice orientated own research tools

Sensory & Consumer Specialist

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Profound Sensory & Consumer Insights

• Sensory Profiling (QDA)

• Consens-Profiling

• Discrimination Tests

• Sensory Quality

Assurance

• Product- und Packagingtests (incl. Handlingtests)

• Combined Product & Concept-tests (expectation/experience)

• Sensory Emotional Profiling

• Drinkability-Tests

• Online-Tests

• Focus groups

• Home-use-tests

Döhler Sensory & Consumer Science Solution Portfolio

Sensory Science Consumer Science

Our Sensory „Toolbox“

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Döhler Sensory & Consumer Science Solution Portfolio

„The fish must like the bait (not the angler).“

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A selection of potential research questions:

Research-Question

• How are products accepted by the relevant target group tested in comparison with relevant benchmark products? Are there significant differences? Which sensory areas (e.g. appearance, taste, odour) need to be optimized to gain successful products?

• How good do products fulfill the expectations raised by the concept? How good is the product concept fit?

• What opportunities in the market are there for new or modified products compared to relevant benchmarks?

Sensory Consumer Science Tests

• How does the product that is “ideal” for my target group has to taste? Which acceptance levels can be reached?

• What are the concrete optimization measures that can result in noticeable increase of acceptance?

Combined Sensory &

Consumer Science Tests

• How are different products perceived by human senses? How do they differentiate compared to benchmark products?

• How does the sensory perception change in the course of shelf life – how does the product “age”?

Sensory Science Tests

Sensory Toolbox

We give valid answers related to your research questions…

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Döhler Sensory & Consumer Science

Our Solution Portfolio

Sensory Science

Training, Seminare &

Support

Consumer Science

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Consumer Science: Example: Combined Product- and Concept-Test

Objective:

Evaluation of the promising product variety with the highest sensory acceptance level that at the same time has the best fit regarding the given concept.

Ideal Concept & Product Fit

Example

X Y Z

Key Question:

• How good do products fulfill the expectations raised by the concept?

• How good is the product concept fit?

? ? ?

Combined Product- and Concept-Test Testdesign in two steps

Before tasting the products, consumers receive a realistic packaging / concept to put them in the “right mood” before tasting the products.

Packaging and concept evaluation

Sensory acceptance evaluation after tasting the product

1

2

Variety X

Variety Y

Variety Z

* Products will be given in balanced order to avoid order effects

+ Concept

The evaluation of the sensory acceptance takes place realistically based on the previous shown concept - respectively in comparison and context to the expectations

As a result you will receive reliable and realistical information how the different product

varieties perform in the interaction of concept, packaging and sensory experience. In this

context the consumer acceptance indirectly refers to the coherence of the concept, the

corresponding expectations and the final product experience.

Example

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6,4

7,2

5,9

1 2 3 4 5 6 7 8 9

Produkt Z

Produkt Y

Product XProduct X

Product Y

Product Z

How do you like this product overall? (9-point hedonic scale / mean value)

A

B,C

C

Combined Product- and Concept-Test Example for overall liking

dislike very much

like very much

neither like nor dislike

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1 2 3 4 5

How much do you agree to the following statements? (Mean value)

…is certainly not so sweet

…tastes certainly fresh and fruity

…has certainly a distinguish sour taste

…has certainly an intensive fruit taste

… has certainly a very natural fruit taste

…tastes certainly like every other low calorie beverage

…is certainly a good alternative compared to other low calorie beverage

Erwartung. vor Verkostung Bewertung nach Verkostung Expecatation before tasting

Co

mp

lete

ly d

isa

gre

e

Co

mp

lete

ly a

gre

e

Expectation before tasting

Combined Product- and Concept-Test Example: Expectation and product experience

16 Erwartung. vor Verkostung Bewertung nach Verkostung

Produkt X

1 2 3 4 5

Expectation.before tasting

Co

mp

lete

ly d

isa

gre

e

Co

mp

lete

ly a

gre

e

Judgment after tasting

1 2 3 4 5

Combined Product- and Concept-Test Example: Expectation and product experience

How much do you agree to the following statements? (Mean value)

…is certainly not so sweet

…tastes certainly fresh and fruity

…has certainly a distinguish sour taste

…has certainly an intensive fruit taste

… has certainly a very natural fruit taste

…tastes certainly like every other low calorie beverage

…is certainly a good alternative compared to other low calorie beverage

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…is certainly not so sweet

…tastes certainly fresh and fruity

…has certainly a distinguish sour taste

…has certainly an intensive fruit taste

… has certainly a very natural fruit taste

…tastes certainly like every other low calorie beverage

…is certainly a good alternative compared to other low calorie beverage

Expectations before tasting Judgment after tasting

1 2 3 4 5

Co

mp

lete

ly d

isa

gre

e

Co

mp

lete

lyb

ag

ree

Produkt Y

1 2 3 4 5

Combined Product- and Concept-Test Example: Expectation and product experience

How much do you agree to the following statements? (Mean value)

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clearly worse

than

expected

slightly worse than expected

Just like expected

slightly better than

expected

much better than

expected

Expectations confirmed /

exceeded

Produkt X 18,0% 30,0% 26,5% 20,00% 5,5% 52,0%

Produkt Y 5,5% 19,5% 36,0% 27,0% 12,0% 75,0%

10,0% 28,0% 30,0% 22,5% 9,5% 62,0%

How good are your expectations fulfilled concerning the product you have just tasted? (5-point-sacle 1= clearly worse than expected, 5= much better than expected)

Combined Product and Concept test Expectation fulfillment

Product X

Product Y

Product Z

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Döhler Sensory & Consumer Science

We speak the language of our own R&D – thus required optimization

actions directly flow into new recipes

Year-long experience in accomplishment and organization of several

international sensory consumer tests

Renowned and profound expertise for sensory product science

throughout the entire field of beverages

Application of scientific validated methods in the field of sensory

consumer science

Extensive data base with sensory acceptance data for 1.300 products

within 28 categories as a foundation for Sensory Benchmarking

Why should you cooperate with Döhler Sensory & Consumer Science?

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How can we help you?

Decades of deep understanding and experience in the field of

beverages

Identification of concrete recipe actions – we speak the

language of R&D

Independent provider of consumer testing &

sensory science

Application of scientifically approved

research tools

Döhler Sensory & Consumer Science

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DÖHLERGROUP

Sensory & Consumer Science

Riedstrasse 7-9

64295 Darmstadt

Please contact:

Olaf Biedekarken

Head of Sensory & Consumer Science

Tel. + 49 6151 306-2149

olaf.biedekarken@doehler.com

Döhler Sensory & Consumer Science