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Advanced Consumer Science
for New Product Development and Choice Trials
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Advanced Consumer Science
for New Product Development and Choice Trials
The Sequel to Targeting the Consumer I
Herb Meiselman
and
Hal MacFie
20-22 May 2008
Venue:
The White Elephant Hotel
www.whiteelephanthotel.com
Nantucket, Massachusetts
Class size strictly limited. Please register
early without obligation.
This course aims to give
you the latest knowledge and tools from across sensory,
consumer, psychological and statistical sciences to ensure
your work is at the forefront of methodology. After an
update session detailing how the science has moved on
in relation to the topics we covered in Targeting I, we
examine more aspects of the New Product Development process.
In the next three sessions
we examine tools and theory to help Sensory and Consumer
Insights staff integrate their work into the Marketing
process. In the final session we examine recent developments
in choice modelling, and see how consumer science is addressing
the analysis of cross-cultural trials.
A key feature of Targeting
I courses was the time and value given to participants'
discussion. This will be continued in this course. In
every hour at least 15 minutes will be devoted to discussion
and/or exercises. The small class size will also encourage
interaction among participants, and between participants
and instructors.
Discussion is also encouraged during group lunches and
dinner.
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 recent retirement. He was a founding editor
of the Journal of Foodservice, and consults for both industry
and national and international governments.
Course Outline
May 20th Day 1
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1: |
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| 9.00-12.30
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Recent developments
in consumer science (Tab 0)
CLT versus HUT trials-more evidence
Package viewing trials
Repertory grid trials
Scaling - is ratio scaling back?
The importance of location for testing.
Psychological tests for consumer segmentation.
Great Ideas from Pangborn 2007 |
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| 12.30-14.00 |
Lunch |
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| Session
2 |
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| 14.00-17.30 |
Designing Products
for Specific Populations - Young and Old (Tab 1)
Is age important? Culture, age and gender.
Young age, children's preferences, children's neophobia.
Old age, sensory capacity, elderly food habits.
Product evaluation for young and old.
Rating scale uage for young and old.
The Pangborn 03 aging workshop |
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Designing Consumer
Trials to Make Decisions (Tab 2)
Types of decisions
Focus Groups versus Conjoint
Making decisions from pairwise preference - forced
choice or not?
Making decisions from ranking tests
Designing Central Location tests
Finding the correct N
Using Penalty analysis to make decisions |
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Sensory and Consumer
Factors in Healthy Product Image (Tab 3)
How do products become 'healthy' or 'unhealthy'.
Instruments for measuring healthy attitudes:
Food related lifestyle.
Food choice.
Attitudes to food.
Health and taste attitudes.
Product development of products with healthy image. |
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Group Dinner |
May 21st DAY 2
| Session 3 |
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| 9.00-12.30 |
Advanced Preference
Mapping (Projecting products and category managment)
(Tab 4)
Cluster Analysis - mini review
Defining distance, Hierarchichal methods
New ideas- testing for presence of clusters
New ideas - latent class modelling |
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Advanced Preference
Mapping (Tab 5)
Internal preference mapping - mini review
Finding Sensory drivers, Demographic drivers
External Preference mapping - mini review
Internal versus external - which is best?
Managing a category - how many products to launch
Projecting a new product into the map |
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Combining Sensory,
Consumer and Marketing Factors in Product Design (Tab
6)
New product development.
Ten consumer research methods - an overview.
Categorization of consumer research methods.
Input
Task format
Actionability
Other NPD methods.
Product newness and actionability.
Other opinions. |
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| 12.30-14.00 |
Lunch |
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| Session
4 |
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| 14.00-17.30 |
Brand Equity and Fitting
to Concept (Tab 7)
What is Brand Equity?
The 4 dimensions - Perceived Quality, Perceived Value,
Willingness to Pay, Emotional -Revision of the 4 dimensions,
Validated consumer measures - the PERVAL instrument
Ehrenberg Dirichlet modelling
Big brands - more customers or more purchases per
customer
Implications for NPD
Role of sensory in Brand Equity - delivering and exceeding
on concept |
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Consumer Satisfaction
and Product Quality (Tab 8)
Defining consumer satisfaction.
Satisfaction and expectations.
Cognitive dissonance.
Satisfaction and values.
Effort and dissatisfaction.
The Kano Model of Satisfaction |
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Group Dinner |
May 22nd DAY 3
| Session 5 |
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| 9.00-12.30 |
Attitude Measurement
and Package labelling research (Tab 9)
What are attitudes and beliefs?
Fishbein modelling and measuring
Premo measurement of emotions
Health Claims: Current EU legislative demands
Proposed research paradigm to justify claims |
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Interpreting Cross-Cultural
Studies (Tab 10)
Cross cultural business models
Cross cultural research designs.
Examples of cross cultural research.
Food neophobia research and the research model.
Scaling issues.
Europe - the Pan-EU study and the SENECA study.
Product development-
Steak (Europe)
Noodles (Asia)
Fabric Hand (Austral, Asia, US) |
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| Session 6 |
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| 14.00-17.00 |
Choice
Models and Measures (Tab 11)
Conjoint and discrete choice methods
Market simulators
Heuristic models - a practical approach to how consumers
operate
Eye tracking methods |
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Designing Non-Food
Products (Table 12)
Background of products other than food.
Objective and subjective methods.
Fabric Hand.
Product development.
Comfort.
Context and other issues. |
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Close |
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VENUE
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The White
Elephant Hotel
Nantucket, Massachusetts
Springtime on Nantucket Island!
We offer you this popular course in one of the most
desirable travel destinations in America, just before
the high season when rates skyrocket and crowds
overwhelm this beautiful island. Nantucket was one
of America's major whaling ports and the town retains
many historic homes and buildings set on cobble
stoned streets.
The White Elephant Hotel is on
the water and within walking distance to Nantucket
town. The White Elephant, located alongside Nantucket's
magnificent harbor, has been considered an island
landmark since the 1920's. What began as an eclectic
mix of cottages has evolved into a premier hotel
that offers an unexpected blend of island charm
and sophisticated amenities.
The White Elephant sits
serenely on the waterfront, yet is only minutes
from the unique boutiques and art galleries, mouth-watering
restaurants, and fascinating museums for which the
island is known. The hotel consists of 53 chic,
light-filled guest rooms and suites, most with working
fireplaces and harbor views, and 11 garden cottages.
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Hotel Reservations
Attendees are responsible
for their own room reservations. Please call the
hotel directly and mention Meiselman/MacFie Targeting
the Consumer II. Please note that the price of the
accommodation is not included in the course fee.
We have negotiated rooms at a price of $250 including
breakfast. All room reservations must be received
by the 22nd April 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 THE CONSUMER: II
May 20th to May 22nd 2008
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For electronic bank transfers:
Account Name: Herbert L Meiselman
Account Name: Herbert L Meiselman
Citizen's Bank, 1 Citizen Drive, Riverside RI 02915
USA
Account 1130996406, Route Code 011500120, Swift
Code CTZIUS33
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: HerbertLMeiselman@verizon.net
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