consumer and d product meet product meet Where Validation of - - PDF document

▶
consumer and d product meet product meet where validation
SMART_READER_LITE
LIVE PREVIEW

consumer and d product meet product meet Where Validation of - - PDF document

Sep 30, 2022 441 likes •717 views

consumer and d product meet product meet Where Validation of ideal data using Multivariate Analysis: Validation of ideal data using Multivariate Analysis: the ideal products? Space as a link between the products and their preferences WORCH

slide-1
SLIDE 1

Where d consumer and product meet product meet

slide-2
SLIDE 2

Validation of ideal data using Multivariate Analysis: Validation of ideal data using Multivariate Analysis: the ideal products? Space as a link between the products and their preferences

WORCH Thierry1,2, LÊ Sébastien2, and PAGÈS Jérôme2

1: OP&P Product Research, Utrecht, the Netherlands 2: Agrocampus Ouest, Rennes, France

g p , ,

OP&P Product Research Utrecht, The Netherlands

slide-3
SLIDE 3

consistency of ideal data

8

Product D Product C Product A

8

Product D Product C Product A

4 6 Liking score

Product E

4 6 Liking score

Product E

2 L

Product B Product F

2 L

Product B Product F

20 40 60 80 100 20 40 60 80 100

3

11013

Sweet intensity Sweet intensity

slide-4
SLIDE 4

Ideal Profile Method, in practice

CONSUMER j

Sensory

H E

Ideal Sensory Profile

D O

Profile

O

Before using the Ideal Profile data to improve the actual product, we need to validate this type of data!

4

11013

slide-5
SLIDE 5

validation of the ideal data

1. Are the consumers able to describe their ideal correctly ?

are the ideal descriptions random or do they make sense?

i l lid i

  • internal validation (Worch et al., 2010b)

2. Are the consumers consistent in their descriptions?

are the ideal products described by consumers “potential ideals”? are the ideal products described by consumers potential ideals ? are the ideals in accordance with the other descriptions of the actual products?

  • external validation

5

11013

slide-6
SLIDE 6

validation of the ideal data

1. Are the consumers able to describe their ideal correctly ?

are the ideal descriptions random or do they make sense?

i l lid i

  • internal validation (Worch et al., 2010b)

2. Are the consumers consistent in their descriptions?

are the ideal products described by consumers “potential ideals”? are the ideal products described by consumers potential ideals ? are the ideals in accordance with the other descriptions of the actual products?

  • external validation

6

11013

slide-7
SLIDE 7

dataset used for illustration

  • 14 luxurious women perfumes

103 D h

  • 103 Dutch consumers
  • 21 attributes
  • overall liking

7

11013

slide-8
SLIDE 8

consistency of ideal data

  • definition of the Ideal profile:

the ideal profile given by a consumer is the profile of a product, for which the particular sensory characteristics would maximize his appreciation of the type of particular sensory characteristics would maximize his appreciation of the type of product tested

h t h k f i t ?

  • how to check for consistency?

the ideal should make the link between sensory and hedonic investigate the relationship between hedonic data and sensory profile, within the consumers/ideal product space

8

11013

slide-9
SLIDE 9

consistency of ideal data

A attributes P actual products

Id l P fil Hedonic

J consumers

Ideal Profile

(Active)

Hedonic

(Illustrative)

Sensory Profile

P actual products

Sensory Profile

(Illustrative)

9

11013

slide-10
SLIDE 10

consistency of ideal data

  • methodology in four steps:

1. Study of the variability of the ideal profiles 2 R l ti hi b t id l fil d i ti f th t l d t 2. Relationship between ideal profiles and appreciation of the actual product 3. Relationship between ideal profiles and the actual product profiles 4. Relationship between the profiles and the appreciation of the actual products, within the ideal product space within the ideal product space

if th l ti hi b t th fil d th i ti f

  • if the relationship between the sensory profiles and the appreciation of

the actual products is strong, within the ideal product space, the ideal profiles are considered consistent

10

11013

slide-11
SLIDE 11

definition of the ideal space

A attributes

Id l P fil

J consumers

Ideal Profile

(Active)

  • one statistical entity represents the averaged ideal profile defined by
  • ne consumer

11

11013

slide-12
SLIDE 12

definition of the ideal space

1

id f h

10,0

8588 id_fresh id_fresh_lem id_vanilla id_citrus id_sweet_fruit id_green

more fresh/fruity fresh and fruity notes

7,5

ension2 (20.23 %)

id_int id_jasm id_rose id_camo id_anis id_honey id_caram id_spicy id_nutty

2 5 5,0

nsion2 (20.23 %) Dim

id_woody id l th id_musk id_animal id_incense

  • riental notes

0,0 2,5

Dime

2909 3242 13645 1 1

  • 1

id_leather id_earthy

less intense on all attributes

  • riental notes
  • 2,5

3242 10409 13618

  • 1

1

Dimension1 (29.16 %)

more intense on all attributes more oriental notes

12

11013

  • 10
  • 5

5 10 15

Dimension1 (29.16 %)

more oriental notes

slide-13
SLIDE 13

ideal space and preference

A attributes P actual products J consumers

Ideal Profile Hedonic

J consumers

Ideal Profile

(Active)

Hedonic

(Illustrative)

13

11013

slide-14
SLIDE 14

ideal space and preference

  • the projection as illustrative of the variables of preference shows the

link between the ideal profile and the preference of the consumers:

thi li k i d th h th l ti ffi i t this link is measured through the correlation coefficient if the correlation between the preference of a product p and the ideal intensity of the attribute a is positive and strong, then the consumers who described their ideal profile with a strong intensity on a also appreciate p more than the other actual profile with a strong intensity on a also appreciate p more than the other actual products.

14

11013

slide-15
SLIDE 15

ideal space and preference

1

id_fresh id sweet fruit

fresh and fruity notes

id_fresh_lem id_citrus _ _ id_green CocoMelle JAdore(EP) PurePoison

J’Adore and Pure Poison

sion2 (20.23 %)

Cinema JAdore(ET) LInstant LolitaLempicka Pleasures PurePoison2

Dimens

id_musk id incense Angel AromaticsElixir Chaneln5 Shalimar Shalimar2

Shalimar and Angel

id_woody id_leather id_animal id_earthy id_incense Shalimar2

  • riental notes

and Angel

15

11013

  • 1

1

Dimension1 (29.16 %)

  • 1
slide-16
SLIDE 16

ideal space and preference

10,0

8588

appreciates more J’Adore and Pure Poison

7,5

%)

2,5 5,0

ension2 (20.23 %

0,0

Dim

2909 3242 13645

  • 2,5

10409 13618

appreciates more Shalimar

16

11013

  • 10
  • 5

5 10 15

Dimension1 (29.16 %)

and Angel

slide-17
SLIDE 17

ideal space and sensory profiles

  • f the actual products

A attributes J consumers

Ideal Profile

J consumers

Ideal Profile

(Active) P actual

Sensory Profile

P actual products (Illustrative)

17

11013

slide-18
SLIDE 18

ideal space and sensory profiles

  • f the actual products
  • the projection as illustrative of the actual products shows the link

between the ideal profile and the actual products:

  • h

t l d t i id d h ti l h ld h each actual product is considered here as a particular consumer, who would have the actual product as an ideal

– Angel is a particular consumer who would have Angel as an ideal

the link between two ideal profiles is measured by the distance on the map two consumers are close if they share a “common” ideal and are separated if their ideals are different ideals are different hence, a consumer is close to an actual product p if his ideal profile is similar to the profile of p

18

11013

slide-19
SLIDE 19

ideal space and sensory profiles of the actual products

10,0 7,5 5,0

0.23 %)

2,5

Dimension2 (20

JAdore(EP) JAdore(ET)

0,0

Chaneln5 Cinema CocoMelle LInstant LolitaLempicka Pleasures PurePoison PurePoison2

  • 2,5

Angel AromaticsElixir Shalimar Shalimar2

19

11013

  • 10
  • 5

5 10 15

Dimension1 (29.16 %)

slide-20
SLIDE 20

consistency of the ideal data

A attributes P actual products J consumers

Ideal Profile Hedonic

J consumers

Ideal Profile

(Active)

Hedonic

(Illustrative) P act al

Sensory Profile

P actual products (Illustrative)

20

11013

slide-21
SLIDE 21

consistency of the ideal data

  • by definition, ideal is making the link between sensory and hedonic
  • the link is measured here by the relationship between sensory and

hedonic, within the ideal space:

we expect that a consumer, who appreciated more the products he perceived as rather intense for an attribute a should describe his ideal profile as rather intense for a in other words, a consumer who appreciated more an actual product p should describe an ideal with similar characteristics then p

  • in our case, this can be shown by the relationship of the same objects

(actual products) seen through the different tables (sensory and hedonic) within the ideal product space

21

11013

slide-22
SLIDE 22

consistency of the ideal data

1

id_fresh 10,0

%)

id_fresh_lem id_citrus id_sweet_fruit id_green CocoMelle JAdore(EP) JAdore(ET) PurePoison PurePoison2 5 0 7,5

%) Dimension2 (20.23

AromaticsElixir Chaneln5 Cinema LInstant LolitaLempicka Pleasures PurePoison2 2,5 5,0

mension2 (20.23 %

JAdore(EP) id_woody id_leather id_musk id_animal id_earthy id_incense Angel Shalimar Shalimar2

0,0

Dim

Chaneln5 Cinema CocoMelle JAdore(EP) JAdore(ET) LInstant LolitaLempicka Pleasures PurePoison PurePoison2

  • 1

1

Dimension1 (29.16 %)

  • 1
  • 2,5

Angel AromaticsElixir Shalimar Shalimar2

22

11013

  • 10
  • 5

5 10 15

Dimension1 (29.16 %)

slide-23
SLIDE 23

conclusion

  • through multivariate analysis, we’ve shown that the ideal data globally

are consistent (panel level)

th d i ti f th id l k th b t d h d i (b the description of the ideal makes the gap between sensory and hedonic (by definition) consumers who preferred the product of reference p also described an ideal with similar characteristics as p similar characteristics as p when a consumer has an ideal close to an actual product, he also indicates that he appreciates this actual product more than the others

  • this consistence can be checked at the consumer level
  • to finalise the validation, the hedonic power of the ideal profiles should

be checked

  • once the data are considered valid they can be used for guidance on
  • once the data are considered valid, they can be used for guidance on

improvement of the actual products

23

11013

slide-24
SLIDE 24

references

  • Worch, T., Lê, S., Punter, P.H., & Pagès, J. (2010). Can we trust consumers’ Ideals?

Study of the relationship between the consumers’ preference and their ideals. Oral presentation at the 10th Sensometrics, July 25-28, Rotterdam, the p y Netherlands.

  • Worch, T., Lê, S., Punter, P.H., & Pagès, J. (2010). Can the consumers express their

needs? Use of Ideal Profiles to understand and validate what is in the consumers’ mind. Oral presentation at the Society of Sensory Professionals meeting, October 27-29, Napa, Ca, USA.

24

11013

slide-25
SLIDE 25

THANK YOU

thierry@opp.nl