SSP Conference Scientific Poster, showcasing on 10/2 at 4:45-6:15pm.
Poster P-09
Presented by Shilpa Samant, PhD. (Curion), in collaboration with Liz Unze (Curion) and Sayali Bhadke (Curion).
Why One Size Doesn't Fit All in Consumer Research
It is a common practice in consumer research to define specific action standards or key performance metrics, i.e., KPIs which define product success. Typically, these include consumer measures such as Overall Liking, Expectations and Purchase Interest. While the exact definitions vary, it is important to consider the category of interest as one size doesn’t fit all when it comes to setting KPIs. It might be expected that a candy product scores high on a 9 pt scale, but that criteria may not apply for a different category, say plant-based patties.
Curion Score™: A Game-Changer in Product Evaluation
Curion Score™ is a composite score that leverages all product performance questions, hedonics and JARs to compare product relativeness in a single metric, in context of its own category. In two separate case studies, Curion Score™ showed greater differentiation between products as compared to traditional KPIs.
Curion Score™ Steps In When Traditional KPIs Fall Short
For a category that is generally low scoring, none of the products met the KPIs which essentially meant there were no viable options for further consideration and the team had to go back to the drawing board. However, Curion Score™ was able to provide these recommendations given its holistic assessment.
The Power of Holistic Assessment to Convince Decision Makers
With the added perspective of the Curion Score™, we were able to show financial decision makers that they outperformed their competition and were recognized as a top performer, even though KPIs were not met.
Rethinking Product Evaluation Using Curion Score™
This research will help understand how to compare products and make recommendations from a holistic lens when traditional action standards fall short of providing adequate guidance.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
