Advanced Consumer Science
for Product Innovation
The Sequel to Targeting the Consumer II
Herb Meiselman
and
Hal MacFie
3-5 September 2008
Venue:
Mercure Hotel Hamburg City
Amsinckstrasse 53 20097
Hamburg, Germany
Class size strictly limited. Please register early without
obligation.
Sensory and consumer research is
changing, and those who practice traditional sensory research
and look at consumer research as just demographics are being
left behind. Successful innovation demands working relationships
with product managers and with marketing. Sensory and consumer
research need to have the tools to add to the mix of talents
in NPD. This course is aimed at providing the knowledge
and tools to enhance the contribution of our research to
the innovation process.
Targeting the Consumer III builds on
the success of our two Targeting the Consumer courses.
It adds entirely new material to some topics such as Consumer
Segmentation, and offers entirely new topics such as Price
and Brand. In this way, Sensory and Consumer Testing can
become a more valuable component of the New Product Development
process, by offering new methods, new data and new statistical
analysis techniques.
Targeting the Consumer III is an entirely
new course. It is appropriate for those who have taken
Targeting I and/or II, and to advanced people in sensory
and consumer science, who have professional training and
experience. Sharing participants' experience is a part
of all Targeting the Consumer courses.
ABOUT THE LECTURERS
Instructors for Targeting the Consumer
II are Dr. Herb Meiselman and Dr. Hal MacFie, both Editors
of Food Quality and Preference. Dr. MacFie was formerly
the Director of the Institute of Food Research, Reading,
UK, and the Director of its Consumer Research Department.
Dr. MacFie is a statistician by training. He currently is
an internationally active consultant and lecturer in sensory,
consumer and statistical methodology. Dr. Meiselman is a
psychologist by training, and was the most senior research
psychologist working for the US Army's research establishment,
working at the Natick Laboratories before his recent retirement.
He consults for both industry and national and international
governments in consumer and sensory methods, and their basis
in consumer psychology.
Targeting the Consumer III
Morning 1, Session
1:
| Review and update of
TI and TII topics: |
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More reasons to be
careful with CLTs
CLTs, restaurants, cafeterias, and HUTs
Crossover Prefmapping
Kano analysis ideas - satisfaction coefficients, quality
index
Meals cross culturally - a challenge for product developers
Should panelists choose their samples? |
Afternoon 1,
Session 2:
| Beyond Liking: |
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Consumer Research -
role in product innovation
Why is innovation so important, the Ehrenberg model
Why do so many products fail
Finding new ideas
Compelling research is crucial
The concept comes first
Branded trials are the future |
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| The new frontier: predicting
moods and emotions associated with foods. |
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What are mood and emotion?
Positive and negative emotions.
Is mood important in choosing foods?
Physical and cognitive performance and mood.
Mood research requires rigorous methods.
Measuring short term and long term effects.
Mood questionnaires: POMS, MAACL-R, BMIS
Facial scales: Noldus, Emotionomics, PreMo
A new emotion questionnaire from McCormick
Exercise: measure your emotions. |
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| The Kansei approach
to putting emotion into design |
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Kansei approach
Successful applications
A worked example
Will it work for sensory? |
Morning 2, Session
3:
| Novel Products: |
| |
Measuring consumer
attitudes toward product novelty
Variety Seeking
Sensation Seeking (SS)
Long and Short Questionnaires of SS
Neophobia
Neophobia and Choice
Neophobia in children and adolescents
Is neophobia more than reluctance to try foods?
Exercise: How open are you to new foods? Do you experiment
with foods
for excitement. |
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| A survey of new commercial
consumer research methods for innovation. |
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Textclus - computer
analysis of focus groups
Zoom out ,Brain Writing, Wind Tunnelling
Exercises |
Afternoon 2, Session 4:
| Price: |
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- Measuring consumer
attitudes towards price. (with exercise)
Price
Price as quality and price as value
Willingness to Pay
Purchase Intent |
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| Markets and auctions
- a review and some practical ideas |
| |
Vickrey auctions
A better solution
Exercise |
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| Structural equation
modeling |
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A new mathematical
tool: structural equation modeling. Can it help us?
Structural equation modeling-principles
Application to sensory data
Consumer behaviour modeling
Software demonstration |
Morning 3, Session 5:
| Product involvement/Product
importance: |
| |
Measuring attitudes
toward product involvement and importance (with exercise)
What is product involvement?
Background of involvement in the service industry
Early involvement questionnaires.
Food involvement questionnaire.
Involvement research and application
Involvement and the testing of product users and non-users
|
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How much does habit
determine product choice?
What is habit and how does it develop?
Are some consumer choice patterns merely habit?
Representing habit in consumer choice models.
Modifying habits - a challenge for product development. |
Afternoon 3, Session 6:
| Branding/Advertising/Promotion |
| |
The use of sensory to support
advertising and defend claims
Means End Chains - does it work?
The revised ASTM document -
Statistical testing of superiority, parity and unsurpassed
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| The new frontier -
Use of internet in Consumer Research |
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On-line consumer panels
On-line communities
Discussion forums
Using Chat rooms with children |
Course
venue
Mercure Hotel Hamburg City
Amsinckstrasse 53 20097 Hamburg - GERMANY
Hotel code : 1163
Tel : (+49)40/236380
Fax : (+49)40/234230 -
Email: H1163@accor.com
The Mercure Hotel Hamburg City is a 4 star hotel with
a unique decor concept inspired by Hamburg, the media
city. This is carried through the 187 guest rooms as well
as other parts of the hotel. Located in the centre of
Hamburg, in the immediate vicinity of the trade show and
congress centre (3 km), HafenCity (1.5 km), harbour and
docks (3 km), it is 1.5km from the European Sense of Innovation
conference site.
Hotel Reservations
Attendees are responsible for their
own room reservations. Please call the hotel directly
(+49)40/236380 - Fax : (+49)40/234230 - Email: H1163@accor.com
and mention Meiselman/MacFie Targeting the Consumer. Please
note that the price of the accommodation is not included
in the course fee.
We have negotiated rooms at a price of 127 euros including
breakfast. All room reservations must be received by the
27th July 2008.
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To
pay your registration fee by credit or debit
card on-line please click the appropriate
button:
Refunds will
be at the discretion of Dr Halliday MacFie.
-WorldPay is a
Secure Site-
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REGISTRATION FORM
Registration Policy: Courses are limited
in size in order to promote discussion. Therefore registration
is not final until payment is received. Unpaid spaces
will be opened to new registrants 30 days ahead of courses.
Cancellation of registration can be made up to 30 days
ahead, and return of payments, minus reasonable administrative
expenses, will be made for these cancellations. Cancellations
within 30 days of the course start will receive a credit
for a future course.
Yes: Please enrol me in Targeting III
E-mail these details to hal@halmacfie.com or fax to 00441179863590
For electronic bank transfers:
Euro Account: Hal Macfie Training
Account Number: 40-05-15 57441061
IBAN No: GB05MIDL40051557441061
Swift: MIDLGB22
HSBC Bank, 13 High Street, Shepton Mallet
Somerset, BA4 5AD
Mailing address for registration and
payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom
Tel/+44(0)7786436656
Fax +44(0)1179863590
Electronic registration forms to hal@halmacfie.com
