2018 SSP Conference
Tuesday September 25, 2018
The Curion Team raises a toast to celebrate our time together and SSP’s 10 Year Anniversary.
Wednesday September 26, 2018
WE LOVE PRODUCT TASTING!
We can’t resist a little sensory evaluation
of donuts and coffee.
CURIOUS BY NATURE,
we went out and explore the town together
We really enjoyed connecting with our sensory colleagues to share and discuss new ideas.
SSP is truly a great community and this year was extra special for Curion as we were able to showcase our new brand.
POSTERS AND ORAL PRESENTATIONS!
Our team presented four posters and watched our own Caryn Crawford in the Context Throw Down.
Leveraging context evaluations for product guidance
C. CRAWFORD, C. MARKETO, J. KATZ
What plays a bigger role in purchase decision, the environmental context or the sensory characteristics of the product within the category (product context) ?
IMPLICIT MEASUREMENT IN SENSORY TESTING
C. CRAWFORD, CURION, P. CONNER, EMOTIVE ANALYTICS
Sensory testing traditionally involves explicit, self-report ratings of products’ taste, smell, touch, etc. However, advances in psychology and neuroscience indicate that humans also react implicitly to such stimuli. In other words, we have automatic, nonconscious, System 1 responses.
Curion and Emotive Analytics collaborated to explore how targeted consumers implicitly reacted to and explicitly evaluated several product categories (both fragrance and food/beverage).
We used an adaptation of the Affect Misattribution Procedure (AMP) to study System 1 reactions to products. The AMP has amassed impressive credentials over the past 10 years in part because it does not rely on reaction time. AMP is an indirect method; meaning respondents are primed with a stimulus of interest then asked about something else.
Although most of the implicit and explicit feelings were consistent across the products, some were not. Both consistencies and inconsistencies informed go-or-no-go decisions, as well as potential improvements that were not meeting strategic emotional goals.
Diagnostic Descriptive Analysis
AN EFFICIENT METHOD TO GUIDE PRODUCT DEVELOPMENT
C. CRAWFORD, K. NOVACK, E. MACE, M. PATEL, S. KINNEY, J. SIDEL
Many client companies are searching for a method that will quickly guide product development for prototype revision or for choosing products to move to the next research step.
Diagnostic Descriptive Analysis is a method created by the authors of Curion Quantitative Descriptive Analysis (QDA)®. DDA uses a condensed consumer based language allowing rapid and reliable decisions for the next stage of product development.
APPLICATION OF DESCRIPTIVE ANALYSIS IN HOME USE
K. NOVACK, V. LUCHINI
- Curion’s Quantitative Descriptive Analysis (QDA)® is a behavioral descriptive analysis approach where panel members, who are users and likers of the category, measure a product’s sensory similarities and differences using the developed everyday consumer language.
- Traditionally, QDA is conducted with product evaluations on-site. However many research objectives and categories (e.g. personal care products) necessitate evaluations in an off-site location [i.e. Home Use Testing (HUT)].
- This research demonstrates how Curion QDA, typically conducted on-site, can be used for products traditionally evaluated in a Home Use Test.
ENGINEERING THE SENSORY JOURNEY TO BRING A CONCEPT TO LIFE
A Qualitative Approach
K. NOVACK, D. BARNEWOLT
- Refining concepts and products during early innovation can prove to be a struggle for developers and marketers. Crafting a promising concept into a product that meets expectations, promotes trial and delivers on repeat purchase often involves trial, error, time, money and frustration.
- Developers are often faced with:
- Formulating a product experience to meet a concept with very little technical guidelines
- Shorter timelines to launch
- Less available resources for multiple rounds of consumer testing
- In response to these needs, Curion created Qualitative Sensory Immersion (QSI)®, a sensory immersive technique which is qualitative in nature, steeped in sensory principles, and is constructed as an iterative approach.
- This case study shows how a client was able to use QSI to engineer a refrigerated product which was satisfying and delivered on the freshness proposition.
Thursday September 27, 2018
We are profoundly grateful to the Society of Sensory Professionals & the city of Cleveland for hosting the 2018 SSP Conference!
To request information please contact Katerina Maslanka.