A three-stage methodological approach for launching new food products

E. Kubberød*, M. Rødbotten

MATFORSK, Norway

 elin.kubberodmatforsk.no

Understanding consumer preferences and the sensory factors that trigger these is a key to successful product tailoring and launching. Marketing success is dependent on positive consumer experiences. To accomplish this, attributes that drive consumer preference should be optimized, as well as attributes that drive dislike should be minimized.  This paper presents a step-by-step methodological approach for the last phase in the product development, from the prototype to the industrialized product.

The primary objective of this approach was to integrate consumer assessments with sensory descriptive panel evaluations using a more market oriented technique. The approach incorporates different methods developed within the sensory field of research for the last 20 years, such as preference mapping, the appropriateness technique and “just about right” consumer evaluations. These techniques were employed in different consumer test settings (central location, in-home test). The approach is exemplified with a new product (fish burgers) meant for launching in the Norwegian market. We demonstrate how consumer preferences are linked to specific sensory attributes, what are the drivers of liking and disliking of the products, which attributes should the product developer focus on going from prototype to industrialized product, use of appropriateness to evaluate potentially new usage situations/contexts for the product. Unlike many preference studies within sensory research we focus on the management implications of these tests, and how the product developers can utilize and evaluate market relevant information in a step-by-step process.  Hopefully, this approach can contribute to the increase knowledge platform on how producers of food can comply with their target market.

Key words: preference mapping, appropriateness, just about right, product development