Making Connections Building Insight

Strategic Use: Sensory and Instrumental Research Together

Gail Vance Civille Sensory Spectrum, Inc. New Providence, NJ

7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

HistoricallyInstruments first CurrentlySensory mostly StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship
7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship

7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship

7th Pangborn Symposium August 2007

Makes Sense
Learn more with both pieces of data
product underlying properties

Learn from the synergy of the two

sensory properties physical or chemical properties

Fulfills the research strategy

Lets tip our hats to Alina Szczesniak
7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship

7th Pangborn Symposium August 2007

Understand the Relationship

Start with the sensory properties Look for the best instrument to measure the property Simulate the human forces
Type Rate Direction

Dont just look for the obvious correlations

7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship

7th Pangborn Symposium August 2007

More Ammunition
Throw more light on product understanding to relate to consumer research Add legs to the stool to stand on for Ad Claims Validate sensory and instrumental data with information or insights from the other
7th Pangborn Symposium August 2007

Strategic: Sensory and Instrumental Together

StrategicallySensory plus Instrumental
When it makes sense When you need to understand the relationship When you need more ammunition When one source is cheaper to test, but there is a relationship

7th Pangborn Symposium August 2007

Use One Test as Substitute

Instrumental methods are cheaper in Shelf life and QC Good descriptive panel is faster at the bench to evaluate off notes and integrated flavors or fragrances Once the relationship is established, the cheaper or faster test method can be used to gather the data.
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Watch Out!
Instrumental methods should simulate sensory conditions In texture the rate, direction and type of force application must be the same In fragrance and flavor the GC might deconstruct the integrated sensory impression
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Why the Strategy?

Companies sell:
Convenience Sensory Experience [appearance, odor, flavor, feel, sound] Product Performance Total Experience

7th Pangborn Symposium August 2007

Sensory Perception
Understanding Consumer Products
Product Understanding
Sensory Instrumental

Consumer Understanding Linking and Insights

7th Pangborn Symposium August 2007

What helps achieve that goal?

Product understanding
sensory properties physical and chemical properties

Consumer understanding
quantitative research fuzzy front end

7th Pangborn Symposium August 2007

Sensory Perception Product Success

Whole Sensory Truth

expectation Liking Product Properties
descriptive analysis instrumental measures
Performance Efficacy Benefits

consumer research

7th Pangborn Symposium August 2007

Sensory Perception Product Success

Whole Sensory Truth

expectation Liking Product Properties
descriptive analysis instrumental measures Product understanding
Performance Efficacy Benefits

consumer research Consumer understanding

7th Pangborn Symposium August 2007

Defining Sensory Strategy

Why do you want this information? What sensory information is needed? When is the sensory information needed? Where is the information collected? Who is analyzing the data to provide insight? How can you incorporate sensory into everyday tasks?
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Case Study #1
Sensory to Replace the Instrument A reversal of fortune

7th Pangborn Symposium August 2007

Better Than An Instrument

Instrumental Method current proof of efficacy no longer detects the small differences among products and product improvements Product differences and improvements are detectable visually and tactily Can we develop a sensory method that
Is controlled and reproducible Detects product differences Stands up to legal, technical and clinical scrutiny
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Clinical Project Ad Claims Support

Client defines project objective:
develop a sensory/clinical method for detection of differences in product efficacy as perceived through the appearance or feel of the skin

Client defines the sensory attributes: visual and tactile Sensory develops the clinical protocol

7th Pangborn Symposium August 2007

Clinical Protocol Ad Claims Support

Test Design Test Subjects criteria and selection Panelists training and orientation Delivery/Application Procedure Evaluation Procedure
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Outcome Clinical Ad Claims Support

Primary Strategic Outcome: Introduction of sensory criteria for Advertising Claim Substantiation Sensory replaces instrumental methods that cannot detect the perceived effects of the product Claims review boards accept the sensory only claims

7th Pangborn Symposium August 2007

Case Study #2
Sound and Smell Sensory and Instrumental

7th Pangborn Symposium August 2007

Project Outline Execution Data Collection

Six pizza casual dining sites
Selected based on geography, sales, restaurant type [kiosk, mall, free standing], location [urban, suburban]
Retail Surroundings

Four locations within a restaurant

Entrance, register/counter, dining, food preparation area

Sensory data was collected for sounds and smells

Overall Intensity (10 pt scale) Overall Rating for on and off qualities Time points for key categories

Aroma collection devices set up in each restaurant above the ordering/register area for an 8-hour period Sound recordings were collected throughout the restaurants and at the different time points in the day
7th Pangborn Symposium August 2007

Project Outline Execution Data Collection

Electronic/ Tonal Ordering Sound

Location 1 Entrance
Smell

Surroundings Food Handling Food Surroundings Surroundings Sound Electronic/ Tonal Ordering

Beep Buzz Humming Change Cash register Voices TV Music Conversation Dispensing Cooking Cutting Garlic Cooked Tomato Herbs, Toasted Grain Cleaners Bleach Floral

Retail Surroundings

Location 2 Dining
Smell

Food Handling

Food Surroundings Electronic/ Tonal Ordering Sound

Location 3 Register
Smell

Surroundings Food Handling Food Surroundings Surroundings Sound Electronic/ Tonal Ordering

Beep Buzz Humming Change Cash Register Voices TV Music Conversation Dispensing Cooking Cutting Garlic Cooked Tomato Herbs, Toasted Grain Cleaners Bleach Floral

Location 4 Food Preparation

Smell

Food Handling

Food Surroundings

7th Pangborn Symposium August 2007

Execution Data Collection Scheme in Each Restaurant

Sensory
Retail Surroundings Smell Descriptive analysis of smell [finished
products, raw materials, environmental] using

Instrumental
AromaTrax Integrated GC Olfactometry Mass Spec

trained evaluators

Descriptive analysis of sounds including voices, equipment and food preparation

Sound

BHS I and SQuadriga WAV files

7th Pangborn Symposium August 2007

Improve Aromas and Smells - Classified by Quality

increase positive aromas: cooking decrease negative aromas: bleaches and bathroom
Food related smells
especially pizza Food related smells Degraded protein Burnt grains Cleaning related smells NEGATIVES Bleach Bucket Surroundings smells Moldy/mildew Chemical

Retail Surroundings

Toasted grain Cooked tomato Garlic / onion aromatics Toasted cheese Herbs

POSITIVES

Food related smells Yeast NEUTRAL Vegetative Cleaning related smells Light fruity / citrus / floral cleaners
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Sound: Intensity, Quality and Source Varies Based on the Location

PC2 1.0

Restaurant 4 Register

0.8

Food Preparation

Register
Restaurant 3 Register

Conversations, cash register, moving food around, doors and utensils

Voices
0.6

Dining
Restaurant 4 Dining

Principal Component 2 (18%)

Retail Surroundings

Buzzing Intensity Beeps

Cell Phones

Register
Music Pizza Boxes
Restaurant 2 Register

0.4

Quality
0.2

Restaurant 1 - Food Prep

Music
Restaurant 2 Dining

Overall Intensity
0

Restaurant 4 Food Prep

Dispensing
Restaurant 5 Food Prep Restaurant 5 Register Restaurant 1 Register

Quality
Restaurant 3 Dining

-0.2

Restaurant 3 Food Prep

-0.4

Utensils at Tables Quality TV

Restaurant 1 Dining TV, music, low Restaurant 5 sounds from food handling and Dining ordering PC1
0.4 0.6 0.8 7th Pangborn Symposium August 2007

Restaurant 2 - Food Prep Overall intensity, buzzing, humming, scraping

-1.0 -0.8 -0.6 -0.4

-0.6

Overall quality, beep quality and music

-0.2 0 0.2

Principal Component 1 (54%)

PC2 1.0

Dining Area Sounds

Rest 5 Lunch Rest 5 Late Dinner

Restaurant 4 Characterized by low music intensity, combined with higher sounds from fans, register and both patrons and staff conversation as well as high sounds coming from the kitchen. The high sound intensity results in a low overall quality of sound
Restaurant 4 Dinner (D1)

Restaurant 5 Characterized by TV sounds combined with 0.5 music (country), resulting in a low overall quality of sound Principal Component 2 (18%)

TV

Rest 5 afternoon

Register
Restaurant 6 Lunch

Restaurant 4 Dinner

Rest 5 Dinner

Fans
Restaurant 4 Lunch

Dispensing
Rest 3 Closing

Conversations
Restaurant 4 afternoon

Rest 5 Pre Opening Rest 5 Closing

0

Restaurant 4 Closing Restaurant 4 Pre Opening

Buzzing Restaurant 3 While Dining area is characterized by music mostly with very little food preparation noise from the kitchen, dining 2 is characterized by lower music intensity and higher chairs noise

Overall Intensity
Restaurant 4 Late Dinner Rest 3 Pre Opening Restaurant 4 Lunch Rest 1 Lunch Rest 2 afternoon Rest 6 Dinner Rest 2 Dinner

Cleaning Doors Beep Intensity Cell Phones Restaurant 2 Down time has music and high overall quality, while busier times in this restaurant are characterized by lower quality and food preparation noises
PC1 0.2 0.4 0.6 0.8

Rest 1 Closing Rest 2 Lunch Rest 1 Late Dinner Rest 6 Late Dinner Rest 2 Closing

-0.5

Restaurant 6 afternoon

Rest 3 Dinner Rest 3 Lunch Rest 3 afternoon

-1.0 -1.0 -0.8 -0.6 -0.4 -0.2

Rest 1 afternoon
0

Quality Music

Principal Component 1 (20%)

7th Pangborn Symposium August 2007

Results of Environmental Sensory and Instrumental

Sensory data told the story Instrumental data
Complemented sensory observations Identified the sources Allowed for future instrumental monitor Made the data presentation very clear

Next steps:
Consumer research Consumer observation
7th Pangborn Symposium August 2007

So What? What Next?

Correlate when it counts Watch for opportunities to learn from both Use sensory descriptive with instrumental: physical and chemical as independent variables in predicting consumer liking or consumer benefits Remember: this is not a contest; this is science Convince management to look at the big picture
7th Pangborn Symposium August 2007

Questions?
Thanks for your attention!

7th Pangborn Symposium August 2007