This paper presents a new technology, IDEAMAP. The technique involves an interactive computer system which makes full use of the opportunities for graphical and pictorial display, plus sound. This allows concepts to be presented in such a way that all the elements of the product mix can be evaluated and identification of key influences for the consumer - the hot buttons can be made. This individual measure is possible because any given element appears as a free agent within many concepts so we can evaluate the contribution (negative, positive or neutral) of each element independently. These elements are placed into related groups such as product formulation features, packaging, even image or product delivery, or any other elements incorporated in the study design. The collection of the data by computer means that the database can subsequently easily be interrogated with further âwhat if questions. Included in the system is the facility for the computer to optimise the concepts to see which has the most appeal; this can of course be analysed for any customer subgroup, based on usage behaviour, competitive brand purchase, demographics, or any other relevant criteria. Overall the use of IdeaMap can greatly shorten the development process for products, because in one study both product performance features, and image, positioning, packaging, advertising themes, etc. can be included. A much greater range of possibilities for the product is screened at an early stage, and the key features which will appeal identified. Further developments in centralising and speeding up the process of development are becoming available through specially designed laboratory centres.
This paper presents a new technology, IdeaMap, designed to accomplish 4 objectives: a) Significantly increase the scope of elements that one can investigate to build improved concepts, b) Improve the speed at which the consumer data is analyzed and made available to the researcher, c) Expand the scope of concept research from basic strategy to execution by incorporating words, pictures, music and voice-overs, and d) Optimize concepts by means of a set of programs that searches for the combination of concept elements to maximize acceptance, as well as fit specific communication profiles. The approach is illustrated by a case history with a telephone service.
This paper discusses the limited nature of market statistics on market research spend, and describes the development of a model of major economic factors which drive the growth of research spend in the UK. The uses to which this model has been put for forecasting purposes by UK research suppliers is reviewed, and the application of the model concept to other European markets, Japan and the USA is discussed. From the data available it appears that there are considerable similarities in these markets, although they are at different stages of development. Research is compared with advertising and shown to have a stronger pattern of growth in recent years in Europe and the USA. A scenario forecast for research market growth in the three regions is given, based on assumptions of patterns of growth similar to those of the last few years. These show Europe and Japan growing strongly in the early 90âs while the USA lags behind.
Whilst all consumer products have both sensory and image properties which work together to influence the user's perception, the image content in fine fragrances is probably one of the highest. Consumer life style aspirations, self image and even their fantasies are given opportunity for expression by branded fragrances. The actual fragrance itself is also a work of art, appealing in subtle ways. Unfortunately, it has not proved easy to relate the two aspects by hard and reliable information. As a result when a new fragrance is being developed, the initial brief to the designer gives less than complete detail about the image characteristics which will form such an important part of the total consumer experience. Understanding what the relationship could be between images and fragrance properties offers the possibility that a fragrance can then be designed to satisfy and reinforce particular image characteristics, making the process image led, rather than product led. The paper illustrates how a combination of qualitative interview techniques linked with more formal product evaluation and multivariate statistical analyses can be used to discover how consumers see fragrances and how such perceptions relate to analytical descriptive sensory data, both for a total population and individuals, or segments within that population who might react differently. In conclusion the paper shows how such information may also be used to direct fragrance development by providing guidelines in respect to levels of characteristics required to maximise a given image. The work which is discussed is experimental, designed to show how certain techniques could work rather than a definitive study of the perfume market. Because of this, since the work was funded by ourselves, we are able to show the results in detail, but it should be remembered in reading them, that samples are small and therefore not necessarily typical of the entire market.
The accepted definition of a "brand" is reviewed, and discussed in the light of the need for both R and D and marketing to be aware of what makes up the totality of a brand. While marketing has accepted that a brand has a personality and is far more than just a cipher for the product, there is still a great deal of emphasis in product development on blind testing of the basic physical product, without full attention being paid to the effect not only on product preference but also product perception of the non-physical elements, adding up to the totality of the brand. Aspects of measurement which need to be considered in sensory evaluation are briefly discussed in the light of the further emphasis this places on ensuring that a product is tested in as realistic a context as possible. Examples are given of the impact of branding upon both preference and perception, and the need to define the type of product characteristic and its descriptor which is being used, is discussed. By clarifying the difference between a "pure" sensory descriptor and one which combines sensory and imagery elements, the role of marketing action, and R and D development is also clarified. It is suggested that the totality of the brand is always considered in designing product development studies, and that the distinction between the "real" physical product, and the perception of the marketed brand is a FALSE one. Sensory and Market Research can provide a valuable channel of information between marketing and R and D by addressing these issues, and also define more clearly for the product developer and marketer what is needed from each to produce a product which most accurately meets consumer needs.
One of the longest running arguments in international marketing is whether the same product should be marketed in a wide range of countries, or the individual requirements and taste of each country be allowed to predominate. This paper illustrates this argument in the area of fragrance in Western Europe. Fragrance is a market in which strong subjective opinions are held about the 'type' which appeals in France, or Germany or the U.K. Nevertheless there has been an increasing tendency to market 'world' fragrances. Just how possible is this? Avon is well known for its successful world-wide marketing of cosmetics and fragrance. This paper describes the development of a new premium priced men's fragrance by means of extensive simultaneous product testing in three countries. Using Sensory Testing techniques, 21 fragrances were tested in each country, with both men and women. To sharpen understanding of difference in taste, couples were recruited.
The paper commences with a brief discussion of the factors which influence the use of multidimensional techniques in market segmentation studies, and the required conditions for successful use of them. An example is quoted from the magazine field, where a study, limited in objectives after substantial discussion, indicated clearly market opportunities and product form. The merits of non-metric multidimensional scaling are then discussed, together with major disadvantages, and examples given of the application of this technique to specified marketing problems.
The major purpose of this paper is to provide a particular illustration of the testing and evaluation of one type of sales promotion scheme - the on-pack offer. In itself, it points to some of the difficulties of evaluating sales promotion activities, and also to the comparative ease with which some aspects of promotion can be usefully researched. It is, therefore, worthwhile briefly placing this particular study in the context of what research can and should analyse in the sales promotion field.