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When developing a new product line, it's usually not enough to identify a potentially appealing prototype. True marketplace success comes only when a company understands which products appeal to which group of people and why. MarketVision's Sensory Optimization Research Design enables client companies to identify a product's optimal levels of sensory attributes, such as various dimensions of flavors, scents, or textures, and the unique segments whose members share similar preferences. Traditional survey research often relies upon aggregate consumer ratings of individual product attributes, asking whether there is "too much," "not enough," or "just the right amount of," for example, sweetness, in a product's flavor. While one product may seem to be a winner in terms of overall sweetness ratings, the fact that consumers find varying levels of the dimension to be "optimal" is obscured. The MarketVision approach to sensory research incorporates the principles of between-subjects experimental design, which allows sophisticated analyses of individuals' evaluations of the products.
For more information on MarketVision's capabilities in Sensory Research, please email:
info@mv-research.com
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