isi AFFECTIVE TESTING

Typical research questions requiring Affective Testing:

Which market opportunities have new resp. modified foods and stimulants
in the relevant competition environment?
How stable are market products with respect to their sensory characteristics
and their acceptance from the consumers´ perspectives?
Which sensory dimensions of the new or modified product have a positive
preference or acceptance effect (preference driver), and which sensory
dimensions bias the consumers´ affective judgements negatively
(e.g. off-flavours)?
Which intensity of a sensory dimension (e.g. saltiness, sweetness) is optimal
from a consumer´s perspective?
Are there interactions between single sensory dimensions?
Exist different preference structures in the target group, so that consumers
with similar sensory likes and dislikes can be merged to reasonable
segments?

Affective Testing

Acceptance Tests Preference Tests

Consumers receive samples
(mostly monadic or sequential
monadic) and indicate, HOW
MUCH they like each sample
(indirect comparison).
Usage of hedonic scales and
Just-about-Right scales to
measure the degree of
acceptance.
Samples are jointly presented
and evaluated (direct
comparison).
Consumers rank the different
products according to their over-
all preference or according to
single sensory dimensions (e.g.
sweetness etc.).

Acceptance tests deliver data that can be extensively quantitatively analysed, but
preference tests are more intuitive and easier to handle, especially for particular
target groups (e.g. children).

We at isi prefer to combine the advantages of both test designs - we first measure
acceptance and afterwards ask respondents to rank all samples. This ensures an extra
control mechanism.
 isi GmbH, Ascherberg 2, 37124 Göttingen-Rosdorf
Phone: +49 / 551-49974-0, Fax: +49 / 551-49974-20
E-Mail: mail@isi-goettingen.de, Internet: www.isi-goettingen.de

isi AFFECTIVE TESTING

Best Practices in short:
Full service - We provide one-hand solutions (test design, development of questionnaire,
fieldwork, professional data analysis and reporting).
Networking - We have access to a pan-European network of reliable field agencies that
apply our Best Practices as well and are personally instructed for each test.
Relevance - We design each test to specifically answer the research
problem of our valued customers. We thus carefully decide about:
>> Sample size (depending on budget, statistical criteria etc.)
>> Test location (Laboratory test, CLT or Home-use-test)
>> Questionnaire flow (number and sequence of questions,
depending on the product category).
Human resources - Besides professional project management, we
collaborate with experienced and motivated interviewers who have
been personally briefed and are not exchanged during the project.
Food expertise - We know how to handle your samples correctly. Our extensive storage
and preparation facilities are designed to meet highest requirements. One person is solely
responsible for sample preparation.
Product rotation - To avoid sequence effects, we continuously use a balanced
presentation order to ensure that each sample is tested equally often at each position and
in combination with the other samples.
Proper scale usage - We prefer to use 9 pt. Hedonic Scales and 5 pt. Just-about-Right
Scales for acceptance tests, but may apply your internal scales, if required.
Smart data analysis - We use sophisticated statistical software to deliver information you
can trust. Once all respondents have evaluated all samples, our experts look for
preference segments, giving you more detailed and carefully elaborated results.
Excellent reporting - You do not need to be a statistician to understand the key
findings. We visualise results in an easy, understandable manner and always hold an oral
presentation at your company to clarify possible questions. Our full reports contain
detailed information and a management summary with recommendations.

isi Affective Testing means: 2,5

Dimension 2 >>

segment 3
2
(n=21)
> individually tailored solutions that fit 1,5
your requirements, 1
sample C
sample E
> whole bandwidth of sensory experience, 0,5
sample D
> efficient world-wide project handling, 0

if required, -0,5 segment 2 sample B

-1 (n=15)
> smart interfaces with other Marketing sample A
-1,5 segment 1
services (concept tests etc.). overall (n=15)
-2
(n=123)
-2,5
-2,5 -2 -1,5 -1 -0,5 0 0,5 1 1,5 2

Dimension 1 >>
Preference Mapping for 3 Segments and Overall Acceptance