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Sensory Research in a Global Marketplace ASTM E-18, Standing Committee on Communication & Training Sensory Research in a Global Marketplace ASTM E-18, Standing Committee on Communication & Training April 22, 2009 www. tragon. com (800) 841 -1177 © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Session of Speakers Overview of Manual and Guest Speakers 2: 30 to 3: 00 Session of Speakers Overview of Manual and Guest Speakers 2: 30 to 3: 00 Global Red Wine Research; A Case Study Cristina de la Presa Owens, Ph. D. , Foster’s Wine Estates Americas 3: 00 to 3: 30 Test Locally, Manage Globally; Speak to the Consumer in their Own Language Chris Findlay, Ph. D. , Compusense 3: 30 to 4: 00 Global Harmonization of Sensory Methods; What is “Fresh Milk? Gail Civille, Sensory Spectrum 4: 00 to 4: 30 Testing Products Around the World Edgar Chambers IV, Ph. D. , Kansas State University 4: 30 to 5: 00 Interactive Group/Panel Discussion/Q&A © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

ASTM MNL-55 -EB-DL 20812 International Consumer Product Testing Across Cultures and Countries www. tragon. ASTM MNL-55 -EB-DL 20812 International Consumer Product Testing Across Cultures and Countries www. tragon. com (800) 841 -1177 © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Introduction Where can I buy a copy of the manual? • ASTM E-18 MNL-55 Introduction Where can I buy a copy of the manual? • ASTM E-18 MNL-55 -EB-DL 20812 • Download electronically full document or section by country • Team of International contributors led by Alejandra Muñoz and Sylvia King • Special contribution from Dennis Passe and Laura Anderson • See acknowledgements • Two Sections • Main Document – General Principles • Individual Documents – by Country © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Sensory’s Role in Understanding Behavior Selected Quotes • “The impact of culture on preference Sensory’s Role in Understanding Behavior Selected Quotes • “The impact of culture on preference is immense. ” (Suknark et al. , 1998) • “The biggest concern is … developing appropriate descriptive terminology of characteristics perceived by different ethnic groups” (Karahadian, 1994). • As Pring 1981 stated, “Careful consideration is required before conducting work overseas, and a greater preparedness for compromise and flexibility needs to be exerted than is necessary in home markets. ” © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Purpose Increase Awareness Among Sensory Professionals • Tremendous growth in multi-national business • Companies Purpose Increase Awareness Among Sensory Professionals • Tremendous growth in multi-national business • Companies need tools to understand consumer behavior, preferences • Sensory researchers should understand the “National Character” : • Diet • Heredity • Culture • Religion • Ecology • Literacy Rate • A scientific approach to sensory and consumer research can provide tremendous insight for the business. © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

What’s Included Manual Components • Government Regulations • Cultural Customs • Product Procurement and What’s Included Manual Components • Government Regulations • Cultural Customs • Product Procurement and Shipping • Facility Challenges • Vendor or Research Partner • Recruitment Methods and Questionnaire Design • Test Protocols, Design, and Execution © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Overview of Manual 17 Countries Included • Argentina • The Netherlands • Brazil • Overview of Manual 17 Countries Included • Argentina • The Netherlands • Brazil • New Zealand Australia • Canada • Philippines • China • Poland • France • Spain • Republic of India • Thailand • Japan • United Kingdom • Republic of Korea • United States • Mexico © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

International Organizations Reference Lists • AEMRI—Association of European Market Research Institutes • ALAMO—Latin American International Organizations Reference Lists • AEMRI—Association of European Market Research Institutes • ALAMO—Latin American Association for Marketing and Opinion Research • AMA—American Marketing Association • APMF—Asia Pacific Marketing Federation • EFAMRO—European Federation of Associations of Marketing Research Organizations • EFMA—European Financial Management and Marketing Association • EMC—European Marketing Confederation • EMRO—European Media Research Organization-Secretariat • EPh. MRA—European Pharmaceutical Marketing Research Association • FIPP—International Federation of the Periodical Press • IAA—International Advertising Association • MACHK—Marketing Association of Chinese Mainland Hong Kong SAR • Marketing Research Institute International • WAN—World Association of Newspapers • WAPOR—World Association for Public Opinion Research • WFA—The World Federation of Advertisers • WMA—World Marketing Association © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Universal Sensory Test Issues Minimize Errors Consider sources of variability and work to minimize Universal Sensory Test Issues Minimize Errors Consider sources of variability and work to minimize errors in testing. • Competitive Array • Raw Ingredients • Manufacturing Facilities • Manufacturing Equipment • Manufacturing Methods • Distribution Channels • Target Consumer Groups • Test Environment & Facility • Preparation and Usage • Packaging • Shipping • Storage Conditions © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Research Considerations Do you need a travel agent? • Participation compensation • Literacy rates Research Considerations Do you need a travel agent? • Participation compensation • Literacy rates • Security issues and personal safety • Environmental conditions • Holidays and school schedules • Facilities – lighting, plumbing, electricity, etc. • Recruiting and data collection • Gender • Socio-economic class • Protocols © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Language Diversity Did you know that India has 22 recognized languages? Language City State Language Diversity Did you know that India has 22 recognized languages? Language City State Bengali Kolkata (Calcutta) West Bengal Telugu Hyderabad Andhra Pradesh Marathi Mumbai (Bombay) Maharashtra Tamil Chennai (Madras) Tamilnadu Gujarati Gandhinagar Gujarat Kannada Bangalore Karnataka Malayalam Trivandrum Kerala Oriya Bhubaneshwar Orissa Punjabi Chandigarh Punjab Assamese Guwahati Assam © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

The 9 -Point Hedonic Scale Language Diversity English Brazil (ABNT 1998) Hindi Canadian Like The 9 -Point Hedonic Scale Language Diversity English Brazil (ABNT 1998) Hindi Canadian Like extremely Gostei extremamente “Bahut adhik pasand hai” I like it, eh? Like very much Gostei moderadamente “Bahut pasand hai” Like moderately Gostei regularmente “Thoda pasand hai” Like slightly Gostei ligeiramente “Thoda sa pasand hai” Neither like nor dislike Não gostei nem desgostei “Na to pasand hai na hee napasand hai” Dislike slightly Desgostei ligeiranemte “Thoda sa napasand hai” Dislike moderately Desgostei regularmente “Thoda napasand hai” Dislike very much Desgostei moderadamente “Bahut napasand hai” Dislike extremely Desgostei extremamente “Bahut adhik napasand hai” © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation And. . . I don’t like it so much, eh?

Beyond Product Testing Meeting Consumer Expectations Sensory should guide the business in various aspects Beyond Product Testing Meeting Consumer Expectations Sensory should guide the business in various aspects of consumer behavior. According to Zimmerman and Szenberg 2000: “to compete successfully in the international marketplace, all firms need information about foreign market cultures, consumer preferences, perceptions and values p. 158. ” • Chevrolet ‘Nova’ means ‘doesn’t go’ in Spanish • The Japanese beverage “Pocari Sweat” initially failed in US; now known as Pocari • Fiat, a sporty Italian auto, called “Uno”; translates to garbage in Finnish © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

ASTM International MNL-55 -EB-DL 20812 This manual is a valuable guide for conducting global ASTM International MNL-55 -EB-DL 20812 This manual is a valuable guide for conducting global sensory research. Thanks again to all participating E-18 members and International collaborators! © 2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation