Interview with Anne Goldman, vice president of ACCE International, in "Innovadores", a supplement to the Spanish national newspaper El Mundo.
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Next generation integrated research and measurement methods
(Heverlee, August 29th 2013) - Rogil Research (hereafter Rogil) and Keystone Network (hereafter Keystone) announce a full merger. The new company is called haystack. By combining their individual and complementary experience, Rogil and Keystone create a unique market research company. The mixture of qualitative research, quantitative research and objective measurement techniques enables haystack to offer innovative solutions worldwide.
Rogil, active worldwide since 1974, specializes internationally in science-based marketing and sensory research. By using traditional quantitative research and objective measurement methods like taste panels, eye movement tracking, implicit measurements and neuro research, Rogil helps companies in developing new products and packaging and in creating a high impact shopping experience. Keystone is a marketing research company that for over 25 years built a vast track record in qualitative psychological brand research and consumer immersion. This merger launches the next generation of market research, analyzing consumer and shopper reality with a new mix of research tools.
The new company name refers to the challenging task to find the perfect solution - the needle - amidst a multitude of options - the haystack. The recently opened Dubai offices enable haystack to export its methodology to the Middle East, Asia and Africa. European business will be serviced from the Amsterdam, Brussels and Leuven offices.
Ludovic Depoortere, former Managing Director of Rogil and now haystack CEO, states: “This merger combines our vision on the future of research. We are often asked to organize experimental research where we need to combine highly advanced techniques - like neuro research - with in-depth qualitative discussions. Keystone was the perfect partner to close this gap. This allows us to innovate, a requirement to remain successful. It is supportive of our objectives to double turnover by 2017. I am reassured that we can now assist customers in the best possible way with their product development, packaging development, creation of a superior shopping experience and creation of strong brands.”
Rolf Verlinden, former Managing Director of Keystone and now haystack Chief Inspiration Officer, completes : “Keystone was fully complementary to Rogil. This created a unique opportunity for us to merge. Our integrated offering will definitely bring both brand research and immersion projects to a higher level. The term ‘market research company 2.0’ would be appropriate! I am very confident that haystack will become the perfect partner for many marketing oriented companies.”
For more information please contact:
Ludovic Depoortere Rolf Verlinden
CEO Chief Inspiration Officer
+32 475 421 369 +32 475 260 817
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haystack NV, with headquarters in Heverlee and offices in Brussels, Amsterdam and Dubai, is market leader in product & brand optimization. The company employs 45 persons in several countries, and works for renowned brands like Unilever, DE Masterblenders 1753, Nestlé, Alpro and Heineken. Their global experience in quantitative and qualitative research enables them to deliver innovative methods and pioneering techniques for products, sensory research, shopper, branding and immersion. Haystack turns products and brands into stellar experiences. Read more on www.haystack-international.com, and follow them on Twitter (#haystackint), on Facebook ( www.facebook.com/haystackinternational) and on LinkedIn.
The Belgium ESN member Rogil successfully applied neuroscience methods such as EEG and eye tracking to measure unconscious behaviour and physical reactions on smell and taste. The results of Rogil’s research allow manufacturers and retailers to establish product profiles that better fit consumers’ real (unconscious) preference. The neuroscience methods do not replace other research methods (quantitative and qualitative) but definitely bring added value. Ludovic Depoortere: “Research has indicated that products which score high on overall liking do not guarantee long-term market success. The reason behind this is that other, mainly emotionally driven factors, play a crucial role. By applying techniques from neuroscience, those unconscious elements can be identified and measured in order to establish the most relevant product profile.”
Rogil tested more than 10 frequently used products from premium brands, among which Côte d’Or chocolate, Douwe Egberts coffee, Belle Vue Kriek beer, fabric softeners and milk. Tests showed that our brain responds more positively to sweet beer than milk. Furthermore, there are important differences between male and female preferences. For instance, men respond more positively to dark, bitter chocolate whereas women prefer the sweeter milk chocolate. In a blind smell test of fabric softeners, women clearly had a preference for strongly perfumed products, whereas men preferred more neutral and natural fragrances.
By measuring and registering the mind’s unconscious reaction to food and other products, manufacturers get more insight into the real perception and liking. Emotional and biophysical responses (brain waves, eye movement, response times, …) to smell and taste provide new insights that will revolutionize product development.
Check out the presentation with research results on the following link: www.rogil.eu/slideshare
Tel +32 16 74 70 10
...That's the question that Campden BRI asks its members as the basis of its triennial publication Scientific and technical needs of the food and drink industry, which has just been published. The document is used to promote industry's needs to government and other funding bodies, as well as assisting Campden BRI in business planning. For a free electronic download, send an e-mail (subject line: send needs)
A New project aims to develop ‘senior-friendly’ packaging
The Finnish Technical Research Centre VTT hopes to introduce food packaging that is easier to use for elderly consumers. In a research exchange with Wageningen UR Food & Biobased Research the scientists have recently started a new project in this field.
What do consumers really think? Eye tracking technology complements long-standing expertise in consumer studies
April 2011: What people say they do and what they actually do are often not the same. So Campden BRI has invested in the latest software to help get to the truth - to help work out what consumers really think of a product. Eye tracking systems can enhance traditional consumer research measures and help capture a more complete consumer response to sensory stimuli
Adriant® Silliker becomes Adriant® Biofortis Sensory & Consumer
April, 2011: The key actors in Health and Personal Care, Automotives, Food and Beverages, Ingredients have already entrusted their market researches and sensory studies to us. Today, Food and Pharmaceutical Industries can also use our services, with our new focus on Nutrition and Health. From consumer insights to product launch, our original and efficient services contribute to the success of your innovation.
Rue Pierre Adolphe Bobierre
Since January 1, 2010, the Technical Research Centre of Finland (VTT) operates in VTT Group structure. The structure strengthens VTT’s position in domestic and international research markets and improves the efficiency and effectiveness of VTT operations. VTT Group consists of VTT Research and Development, Business Solutions, Strategic Research, IP Business and Group services, and VTT Group companies: VTT Expert Services Ltd, VTT International Ltd and VTT Ventures Ltd. The companies offer expert, testing, certification and product approval services, services for boosting VTT's international networking and business as well as spin-off activities.
VTT Expert Services Ltd (ES), having 250 employers, is a state-owned limited company in VTT Group. Aimo Tiilikainen from VTT’s Consumer Research team relocated to VTT Expert Services Ltd in the beginning of May 2011. All other sensory and consumer scientists and technicians continue at VTT Research and Development, which has approximately 3000 employers.
January 2009: LIFE (DK) and WUR (NL) offer a New European MSc Specialisation in Sensory Science
Deadline for application: 1 May 2009
January 2009: Danish researchers have published the findings of the world’s largest study so far on the ability of children and young people to taste and what they like. The study was conducted jointly by Danish Science Communication, food scientists from The Faculty of Life Sciences (LIFE) at University of Copenhagen and 8,900 Danish schoolchildren.
Some findings of the study: Every third child of school age prefers soft drinks which are not sweet. Children and young people love fish and do not think of themselves as being fussy eaters. Boys have a sweeter tooth than girls. Teenagers taste differently.
Since 1 December, 2008 Matforsk AS has changed to Nofima Mat AS.
Nofima AS is a new industry oriented research group that conducts research and
development for aqua culture, fisheries and food industry. The research group comprises all activities within the former Akvaforsk, Fiskeriforskning, Norconserv and Matforsk (The Norwegian Food Research Institute).
isi and conVISUAL File Patent for Mobile Scent Applications in Germany
August 2008 - The German syndicate consisting of isi, the institute for sensory analysis and marketing consultancy in Göttingen, and conVISUAL, the Oberhausen-based specialist for interactive value-added services, has filed the patent for applications allowing users to send scents through properly equipped cell phones. For further information please read details here.
Marketing and Sensory Experts from isi are now present in North, South, West, and East Germany
August 2008 - Because of continually increasing demands for sensory tests throughout the country, the leading German institute for sensory analysis (isi GmbH) has decided to invest in new facilities. With this step isi is now able to conduct a wide variety of sensory consumer research in four different regions of Germany (Goettingen, Cologne, Munich, and Nordhausen).
isi offers a wide range of solutions with a clear interface to questions relevant to marketing issues. Through its three core areas of expertise – marketing consultancy, market research, and sensory analysis – isi experts are able to monitor customer innovation projects ranging from idea generation to market introduction.
Up until now isi has had offices in Göttingen and Cologne. To further extend its outstanding market position in the field of sensory research in Europe isi is now expanding its capacities in Northern, Southern, and Eastern Germany:
- Currently, the construction of a new three-story building is underway at the head office of isi in Goettingen. When finished, the facility will provide a new sensory lab with additional14 booths, a professional focus group room, and modern viewing facilities, as well as an exclusive client lounge.
- In the third quarter of this year, a new isi lab with 12 booths will open in the heart of Munich. The new office will be managed by the 40 year old Marketing expert Olaf Biedekarken. Mr. Biedekarken has over 15 years of experience in the field of sensory and marketing consulting.
- In order to conduct sensory consumer research in Eastern Germany more effectively, and to intensify basic research in the field of sensory science, the University of Applied Sciences in Nordhausen and isi signed a cooperation agreement in May. (Link to sensory research publications)
Thanks to these latest developments, in the near future a total of 62 professionally equipped test booths will allow isi to carry out manifold sensory tests under controlled conditions in order to gain insight into consumer needs and preferences, thus helping to ensure long-lasting product success.
Download isi company portrait
Campden, UK (formerly: CCFRA, Campden & Chorleywood Food Research Association) has merged with BRI, the premier British technology and information organisation providing technical, information and research services to the globalbrewing malting and drinks industries.
August 2008 - Describing the development of new "Campden BRI" the company's Director-General Professor Colin Dennis, commented: "This merger brings together two client focused, highly successful world class organisations with proven track records of delivering relevant, timely and efficient services. With over 380 highly skilled staff Campden BRI offers the widest range of R&D, technical services, analysis and training activities for the food and drink sector. All clients will benefit from these complementary skills, knowledge and facilities. CCFRA members will gain access to the considerable expertise and facilities that BRI holds in the science and technology of alcoholic drinks. BRI members will benefit from the breadth of CCFRA's activities including hygiene, microbiology, chemistry and packaging technology."