Targeting the Consumer

TARGETING THE CONSUMER

Emerging Issues and Methods in Sensory and Consumer Science
A three-day intensive course designed to update you on practical advances in Consumer Science, Psychology of Food Choice and Market Research and New Product Development Techniques
To help you conduct, analyse and use consumer research more effectively

17 - 19 April 2012
Venue:
MicroTek Computer Training Facility
90 Broad Street
11th Floor, Manhattan, New York, NY10004

Class size strictly limited. Please register early without obligation.
To register e-mail: hal@halmacfie.com

Taught by
Dr. Hal MacFie, United Kingdom
and
Dr. Herb Meiselman, USA
Editors of Food Quality and Preference

ABOUT THE LECTURERS

Instructors for Targeting the Consumer II are Dr. Herb Meiselman and Dr. Hal MacFie, the 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 retirement. He consults for both industry and national and international governments.

Course Outline

Day 1 Organizing Consumer Research

9.00	Course Start. Introductions – All Organizing consumer research: The role of the food, the individual, and the context – Meiselman Sensory and consumer methods One factor, two factor and three factor models An example of contextual testing Situational effects in product testing Consumer driven quality descriptors and multi-lingual vocabularies – MacFie Repertory Grid analysis Triadic elicitation Analysis of data by GPA Cross cultural apples example – multi-lingual vocabulary General Mills Milks case study Sensory application Exercise Scaling : one of the backbones of sensory and consumer research - Meiselman 20th century scaling in sensory and consumer research Are we using the right scales? Intensity scales, hedonic scales, and just-about-right scales. Category scales and labelled magnitude scales.

12.30	Lunch

14.00	Making central location tests accurate and predictive – MacFie Central Location Tests – Aims and Limitations Screening, Optimization and Robustness The first position effect Need for warm up and how to select a warm up sample Designing trials to balance out carry over effects (Design Express demo) Effect of JARS on Liking – Chocolate mousse and pet food case studies Relation of CLT testing to Home use testing Putting product development into context: The role of the environment Meiselman Defining context Identifying contextual variables. Contextual variables studied in natural eating situations Contextual variables studied in other eating environments Confounding of people and context. Testing foods in different locations Institutional and non-institutional situations Is the home location the “most natural”? Is product acceptance absolute or relative?

5:30	Close



18.30	Course Dinner

Day 2 Segmentation and sensory driver strategies
9.00	Segmenting consumers using Cluster Analysis - MacFie Preference mapping Hierarchy What do the data look like Three alternative definitions of distance : Euclidean, Manhattan and Correlation AHC cluster analysis – Nearest and Furthest neighbour, Average Linkage and Wards Non-hierarchical – K-means clustering Preference mapping: Relating sensory and preference to optimize product performance – MacFie Motivating Assumption for Internal preference mapping PCA on Liking Use Covariance or Correlation matrices? Identifying Sensory Drivers Guiding reformulation Dessert Apple case study Exercise – Identify new product and sensory drivers Preference Mapping – External Preference mapping What is external preference mapping? Confectionery example What do when a cluster is not fitted? Contour plotting to find the optimum sample Finding the sensory properties of a desired product Projecting a new product into the map Which to use: External or internal preference mapping NEW: Crossover Preference mapping 1:00 Lunch 2.00 Segmenting consumers using attitude measures – Meiselman Distinguishing attitude and traits Attitude measures: Food Choice Questionnaire Health and Taste Attitude Scale Sensation seeking scale Variety seeking scale Food neophobia scale - Food neophobia and panel recruitment Food involvement scale Dietary restraint Cross cultural studies Children’s questionnaires Exercise Optimizing the sensory properties of products in segmented markets: Conjoint analysis – MacFie Using conjoint analysis to explore package driven expectations Conjoint method: design stimuli, data collection and analysis Trade-off, Full profile and pairwise strategies Exercise: design, conduct and analyse a full profile conjoint study on health bar package elements Choice based and Adaptive conjoint strategies


5.30	Close



Day 3 A Broader Perspective
09.00	Consumer expectations a combined package and product development concept – MacFie Where do expectations come from? Memory – implicit and explicit and expectations in day to day life How to conduct expectations research Conjoint analysis Interaction between packaging cues Assimilation and contrast effects Applications: Olive oil, Geographical Origin, Orange juices Molecular gastronomy Expectations in Practice Defining Emotions – Meiselman What is an emotion? Emotions and attitudes and traits. Emotions and moods. Time frame Referent Models of what constitutes an emotion. Exercise on distinguishing emotions.



12.30	Lunch


14.00	Product development within the context of rituals – Meiselman Rituals and Habits Meal Rituals: -Defining meals -The history of meals -Sensory evaluation of meals -Meals in different cultures -Meal modelling -Difficulties in studying meals Bathroom Rituals: -Handwashing -Observational research -Gender and Crosscultural differences Connecting marketing and sensory through Means End Chain Analysis - MacFie Means End Theory Attributes, Benefits and Value concepts Laddering – data collection process Means End chains for the same products in different cultures How to form a means end chain Role of M-E-C in Advertising and Promotion How to integrate sensory into the marketing Mix? Discussion topics brought up by participants


16.00	Close

Course Venue

MediaTek Training Facilities 90 Broad Street 11th Floor New York, NY10004
Entrance	Training Room

Email Room	Break Area

Facility Description:

We believe these to be the best computer training facilities in Manhattan. The MicroTek New York City training center is located in the heart of the financial district in downtown Manhattan just 2-blocks south of the New York Stock Exchange. In addition to purpose built computer training facilities there are ample computers to catch up on e-mail at the breaks and over lunch.

Close proximity to hotels, public transportation, and points of interest such as the Statue of Liberty and Ellis Island makes the computer facility a great location for your next training event.

Go to http://www.mclabs.com/facilities/New%5FYork/
For Photo tour and details of location, nearby hotels etc.

For interest we are staying at the Club Quarters downtown which is only 3 short blocks from the facility.This hotel needs to be booked well ahead of time. We have found that www.newyorkhotels.com can be a cost effective route to book nearer the time.

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 THE CONSUMER
April 17 to 19 2012

Registration fees: $2400
Includes Three lunches and one dinner, course materials,. 10% reduction for multiple attendees from the same company. Fees reduced by 25% for members of academia - space limited.

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-

American Express users please click the AMEX button to view message.

For electronic bank transfers: contact Herb@herbmeiselman.com for account and wiring details.

Mailing address for registration and payment:
Dr. Herb Meiselman
PO Box 28
Rockport MA 01966 USA
tel 978-546-1045
fax 978-546-6233
email: Herb@herbmeiselman.com