brasil brau presentation afenton

Dr Adam Fenton

Brasil Brau, June 17th 2005

What do you like ? Why do

you like it ?

Why are we here ?• Measurement and analysing

preference• Brand profiling• Preference Mapping• Links to brewing • Some Examples

Intro

duct

ion

Why perform consumer research?

Why

Per

form

Co

nsum

er

Rese

arch

?

Consider a ‘boutique brewery’:-

Uses ‘Conversational’ consumer research.As a brewing company becomes bigger…..So the number of consumers increases ……Requiring more advanced techniques

Why

Per

form

Co

nsum

er

Rese

arch

?

• Product (range, features, quality, packaging…)

• Price (level, discounts…)

• Promotion (advertising, sales promotion…)

• Place (channels of distribution…)

The marketing mix is…….

Borden, N.H. (1965), “The concept of Marketing Mix”. In Schwartz G. (ed.), Science in marketing.

Measurement and analysis of consumer preference

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ce

To ensure accurate interpretations are made, data must be collected correctly. Often, detail is overlooked, in an attempt to reduce cost.

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ce So what can we expect?

Standard Product

Brand AVariant 1

Brand BBrand C

Brand DBrand EBrand F

Variant 3Variant 2

Variant 4Variant 5

>100 consumers rate their preference on a 1-8 scale.

From Greenhoff & MacFie 1994

In practice……….M

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

There are three types of measurement that we will consider today:-

• Paired Comparison Test • Nine-point Hedonic Scales• Cluster Analysis

Name………….……………Code………….…….…Date…………...

Instructions:

Evaluate Both Products starting from the left. Check the box for the product that you prefer. You must make a choice.

128 337

Paired comparison test

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ce• 2 beers only• Which one do you prefer ? 128 337

Roberto Carlos

17 June 2005

352

X

A comparison of twoM

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

So, for example:-

My Brand vs Budweiser • 500 consumers assessed• 192 preferred Budweiser• 308 preferred my beer

Good news ! • Perform analysis on data to check reliability

So what’s it good for ?

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ce

Advantages……. • Compare your brand against market leader• Low cost

Disadvantages…… • Does not tell you why, or by how muchIf there is no significant difference in this comparison test, then……

……..you can avoid wasting time

and money on further testing.

Hedonic scalesDesigned to assess more than 2 beers

Sample Code:-Dislike extremely Dislike moderately Neither like nor dislike Like moderately Like extremely

1 2 3 4 5 6 7 8 9


1 2 3 4 5 6 7 8 9


1 2 3 4 5 6 7 8 9


1 2 3 4 5 6 7 8 9

224

649

176

789

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ce

More than two beersM

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

A practical example-Test consumer preference for 12 beers:-

Our brandFive variants Six competitors Calculate the average preference for each beer.

The resultsM

easu

rem

ent a

nd

Anal

ysis

of C

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pr

efer

ence

>100 consumers rate their preference on a 1-8 scale.


Standard Product

Brand AVariant 1Variant 3Variant 2Brand BBrand C

Brand DBrand EBrand F

Variant 4Variant 5

5.995.805.695.645.635.555.555.325.285.165.06

4.75

Brand A appears most liked – but is this significant ?

The merits of scalingM

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

Advantages……Determine the order of preference > 2 beersDetermine the magnitude of liking or dislike

Disadvantages…….Scales are generally misused Order is critical – needs to be randomisedRelatively high cost

Cluster analysisM

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

Is used to classify groups of consumers OR products that are

homogeneous within themselves and

heterogeneous between each other.Organize data into meaningful information depending on their preference

How do you do it ?M

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

• Ask screening questions first• Measure the scores from a nine-point hedonic scale• Ask socio-economic questions after• Perform statistical analysisShows market segmentation according to preference, and therefore understand buyers’ behaviour.

Some clustersM

easu

rem

ent a

nd

Anal

ysis

of C

onsu

mer

pr

efer

ence

Cluster Freq. Brand A

Brand B

Brand C

Brand D

1 83 4.93 5.72 4.66 3.482 45 3.67 7.71 6.60 5.583 72 7.31 5.64 6.15 6.71

Total 200 5.51 6.14 5.64 5.12

Example – Mean score by cluster for 4 beer brands

*Adapted from Bogue, Sorenson, and Delahunty, 2002

Cluster 1 - preference for Brand B- least liked Brand D

Cluster 2 - preference for Brand B - least liked Brand A

Cluster 3 - preference for Brand A - least liked Brand B

…..and the consumers

Mea

sure

men

t and

An

alys

is of

Con

sum

er

pref

eren

ceExample – Mean score by cluster for 4 beer brands

*Adapted from Bogue, Sorenson, and Delahunty, 2002

Cluster 1 2 3Gender

Male 40 36 40Female 60 64 60

Age18-24 30 60 825-34 48 29 1535-44 8 7 2445-54 10 2 4955+ 4 2 4

Socio-economicA 0 2 1B 12 4 14C 69 83 72D 0 4 4E 19 7 9

Marital StatusSingle 73 89 69

Married 19 7 26Separated / divorced 3 0 3

Co-habiting 5 4 2

preference for Brand Bleast liked Brand D

preference for Brand Bleast liked Brand A

preference for Brand Aleast liked Brand B

Knowing your product – the importance of brand profiling

Know

ing

your

pro

duct

– th

e im

porta

nce

of b

rand

pr

ofilin

g

Can allow you to understand why the consumer likes a product. Many factors can have an effect on initial and continual purchase.

Extrinsic – e.g. price, packaging, glassware.

Intrinsic – e.g. colour, carbonation, flavour.

Today we will focus on flavour

0

1

2

3

4

5

6Sulphury

Sweet

Bitter

Spicy Hop

Astringent

Floral

Sour

Warming

Drying

Smooth

Carbonation

FruityPremiumStandardVolume

0

1

2

3

4

5

6Sulphury

Sweet

Bitter

Spicy Hop

Astringent

Floral

Sour

Warming

Drying

Smooth

Carbonation

FruityPremiumStandardVolume

Brand profilingKn

owin

g yo

ur p

rodu

ct –

the

impo

rtanc

e of

bra

nd

profi

ling

Spider PlotsFlavour often analysed using between eight and sixteen characters.

Spider plotsKn

owin

g yo

ur p

rodu

ct –

the

impo

rtanc

e of

bra

nd

profi

ling

Advantages……. • Simple requirements – panel training requirement low• Between 8 – 16 terms required• Little time required to generate• Easy to compare brands directly

Disadvantages……..• Beer has more than eight to sixteen flavours • ‘Constructs’ rather than ‘attributes’ used e.g. sulphury, fruity

Constructs vs Attributes

Know

ing

your

pro

duct

– th

e im

porta

nce

of b

rand

pr

ofilin

g

An example -

0

1

2

3

4

5

6Sulphury

Sweet

Bitter

Spicy Hop

Astringent

Floral

Sour

Warming

Drying

Smooth

Carbonation

0

1

2

3

4

5

6Sulphury

Sweet

Bitter

Spicy Hop

Astringent

Floral

Sour

Warming

Drying

Smooth

Carbonation

FruityFruity

EthylHexanoateIsoamyl acetate

Ethyl Butyrate

Acetaldehyde

Brand Flavour Fingerprinting

Know

ing

your

pro

duct

– th

e im

porta

nce

of b

rand

pr

ofilin

g

The Taste and Mouthfeel Spider Plot shows the relative contribution of taste and mouthfeel characters to the brand identity (Scale is 0-10).

Origins Plot: a summary plot that shows the origin of the brand’s main flavour characters (Contribution (%) to overall beer flavour). OFI: Overall flavour index.A low score represents a lightly flavoured beer, and a high score represents a beer with very intense flavour characters.

The Icon Plots break down the main areas of flavour contribution into their component flavour attributes (Maximum contribution =100%).

Brand

A Summary Description that uses consumer-friendly terms while providing a technically accurate description of the brand flavour character.

A list of the flavour attributes that are to be expected in this brand.

A list of the flavour attributes that shouldn’t be found in this brand.

How do you fingerprint ?

Know

ing

your

pro

duct

– th

e im

porta

nce

of b

rand

pr

ofilin

g

So what do we need?• Highly trained taste panel of 10 or more. • Three samples of each brand of different batches.• Correct sensory procedures.• Statistical analysis and interpretation.• A knowledge of beer production. • A knowledge of alternative descriptors.

FingerprintingKn

owin

g yo

ur p

rodu

ct –

the

impo

rtanc

e of

bra

nd

profi

ling

Benefits -• Scaling of attributes allows accurate profile• Constructs can be made from the attributes• Information available to many levelsDisadvantages –• High level of tasting competence required

Product MapKn

owin

g yo

ur p

rodu

ct –

the

impo

rtanc

e of

bra

nd

profi

ling

A1

A3A2

B2B1

B3

C2

C1

C3D1

D3

D2E3

E2E1

F2

F1

F3 G1

G2

G3H1

H2 H3I1 I2

I3Complex

Subtle

Tropical Fruits

Spicy

Malty

BiscuityGrainy

Fruity AppleBanana

Green Apples

Toffee

Hoppy

Bitter

Trial 1

Trial 2

Astringent

Preference MappingPr

efer

ence

Map

ping

Why perform preference mapping ?To understand the market:-

CONSUMERS PRODUCTSBy using Internal and External preference mapping.

Internal preference map

Pref

eren

ce M

appi

ng

Principal component 1 (45%)

Prin

cipal

com

pone

nt 2

(35%

)

Brand 2

Brand 4

Brand 3

Brand 1

A fizz of fruit – big bananas and dessert apples. Subtle fresh hop characters with whispers of grain. A fine bitterness and a clean, refreshing finish.

Subtle fruit, with hints of hard-boiled egg, give way to warm winey notes. Dry, with an iron-filings after-taste.

A deliciously aromatic beer, brimming with spice. An assertive bitterness and subtle hops blend with coconut water and grain.

Light tropical fruit notes banana, mango and pineapple - a clean, refreshing flavour. Light hop notes and a fast finish on the palate.

Adam, single,

30 yrs, 106 kg

regular consumer

A simple example

Adam

Bill Rich June Simon MEAN

Brand A 9 6 2 6 2 5Brand B 6 9 9 2 6 6.4Brand C 2 6 9 6 9 6.4Brand D 6 2 2 9 6 5Brand E 6 6 6 6 6 6

5 consumers’ likings for 5 products

Pref

eren

ce M

appi

ng

Preference spaceFind a direction in space that reflects Adam’s scores.

A B

CD

E

AdamA 9B 6C 2D 6E 6Pr

efer

ence

Map

ping

A B

CD

E

A simple internal preference mapNow, let’s look at the rest

Pref

eren

ce M

appi

ng

Adam 9 6 2 6

6Rich

2 9 9 2 6

Bill6 9 6 2

6

June6 2 6 9 6

Simon2 6 9 6 6

Principal Components Analysis

Generating a mapAdam

Bill Rich June Simon MEAN

Brand A 9 6 2 6 2 5Brand B 6 9 9 2 6 6.4Brand C 2 6 9 6 9 6.4Brand D 6 2 2 9 6 5Brand E 6 6 6 6 6 6

A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean

A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean

Variables and observations (axis F1 and F2:99%

Pref

eren

ce M

appi

ng

Overlay sensory dataInclude the sensory properties on the consumer preference map

Variables and observations (axis F1 and F2: 99 %)

A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean


A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean



A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean


A B

CD

E

•Fred •John

•Kate

•Pat •Sue

• Mean

-1.5

-1

-0.5

0

0.5

1

1.5

-1.5 -1 -0.5 0 0.5 1 1.5

- - a xis F 1 (6 6 %) - ->

Adam Bill

June Simon

RichMean


FruitySpicy

MaltyHoppy

Pref

eren

ce M

appi

ng

To recapPr

efer

ence

Map

ping

Internal Preference Mapping allows consumers to be put in a ‘people space’, relating to their preference. The procedure does not show why they like it, but only how much. Level of discrimination for the consumer is higher from internal preference mapping, compared with external preference mapping.

External Preference Map

Pref

eren

ce M

appi

ng

Uses PCA applied to sensory data and results in a product map, according to sensory attributes

A1A1

A3A3A2A2

B2B1

B3

B2B1

B3

B1

B3

C2

C1

C3C2

C1

C3

D1

D3

D2D1

D3

D2E3

E2E1

E3

E2E1

F2

F1

F3

F2

F1

F3 G1

G2

G3

G1

G2

G3H1

H2H3

H1

H2H3

I1 I2

I3

I1 I2

I3Complex

Subtle

Tropical Fruits

Spicy

Malty

BiscuityGrainy

Fruity AppleBanana

Green Apples

Toffee

Hoppy

Bitter

Trial 1Trial 1

Trial 2Trial 2

Astringent

Then correlate the consumers Allows an ideal point to be generated.

12 beer examplePr

efer

ence

Map

ping

5.995.80

5.695.645.635.55

5.325.28

5.165.06

4.75

5.55


Standard ProductBrand DBrand EBrand F

Variant 4Variant 5

>100 consumers rate their preference on a 1-8 scale. From Greenhof& MacFie1994

5.995.80

5.695.645.635.55

5.325.28

5.165.06

4.75

5.55


Standard ProductBrand DBrand EBrand F

Variant 4Variant 5

>100 consumers rate their preference on a 1-8 scale. From Greenhof& MacFie1994

Remember the consumer testing we performed on our own brand, some variants, and our competitors?

We also had the same samples subjected to sensory evaluation.

PCA resultsPr

efer

ence

Map

ping


OverallLike

veg .aroma

cabbagelike

soapy

bitter

hoppy

alcoholic

fragrant

fermentingfruit

maltytoffee

sweet

body

citrus rancid

Br. E

V3Br. C

V1

Br. D

Br. B

StdV2 Br. A

V5

V4Br. F

drainy

We obtained the following results from Principle Components Analysis of the sensory data

……and the consumers ?

Pref

eren

ce M

appi

ng


OverallLike

veg .aroma

cabbagelike

soapy

bitter

hoppy

alcoholic

fragrant

fermentingfruit

maltytoffee

sweet

body

citrus rancid

Br. E

V3Br. C

V1

Br. D

Br. B

StdV2 Br. A

V5

V4Br. F

drainy

Internal vs External mapping

Pref

eren

ce M

appi

ng

Consumer data

PCA – people map

Correlate in sensory

dataPresent Plot

Internal mapping

Sensory data

PCA – product map

Correlate in consumers

Present Plot

External mapping

A suggested approach

Pref

eren

ce M

appi

ng

Perform cluster analysis- gives you some groupings - charts useful

Perform internal preference mapping- picture of consumers and brands- overlay clusters and sensory – do they fit?- compare preference map with sensory data

Perform external preference mapping- place consumers in

The importance of terminology

The

Impo

rtanc

e of

Te

rmin

olog

ySuccessful new products can be produced if we match consumer expectations.

“ to delivering that product unchanged to the

consumer...”

“to product...”

“to recipe...”

“ From consumer preferences to product

flavour specifications...”

Plant Production

Innovation

Expert Panel

Consumer Testing

Distribution & Product Support


Princ

ipal c

ompo

nent

2 (35

%)

Brand 2

Brand 4

Brand 3

Brand 1


Princ

ipal c

ompo

nent

2 (35

%)


Princ

ipal c

ompo

nent

2 (35

%)

Brand 2

Brand 4

Brand 3

Brand 1

Brand 2

Brand 4

Brand 3

Brand 1

New product development

Links

to B

rewi

ng

Prac

tice

?

From an internal preference map you may see a gap where many consumers are not catered for.

You may want to develop a beer for these consumers.

The right flavourLin

ks to

Bre

wing

Pr

actic

e

From an external preference map, you can see that fragrant, fruity beers cater for the most consumers.

OverallLike

veg.aroma

cabbagelike

soapy

bitter

hoppy

alcoholic

fragrant

fermentingfruit

maltytoffee

sweet

body

citrus rancid

Br. E

V3Br. C

V1

Br. D

Br. B

StdV2 Br. A

V5

V4Br. F

drainy

OverallLike

veg.aroma

cabbagelike

soapy

bitter

hoppy

alcoholic

fragrant

fermentingfruit

maltytoffee

sweet

body

citrus rancid

Br. E

V3Br. C

V1

Br. D

Br. B

StdV2 Br. A

V5

V4Br. F

drainy

Is this the beer that you will sell most of ?

Check your cluster analysisWhat about Drinkability ?

Common Pitfalls Co

mm

on P

itfal

ls

…… in preference measurement and analysis Requires the selection of correct consumer and productDetailed conduct of exercise – e.g. order of presentation

service temperaturedark or clear glassconsistent sample size

Many considerations should be madee.g. the environment :- in-Hall or Bar ?

Common Pitfalls Co

mm

on P

itfal

ls

…… in sensory evaluation• Insufficient training of ‘expert’ sensory panel e.g. narrow range attributes inability to scale correctly• Insufficient tasters• Incorrect use of terminology• Bias from incorrect procedure• Lack of replication• Sensory fatigue

Some ExamplesSo

me

Exam

ples

Example 1 – Fresh beer and drinkabilityAgeing flavours could decrease drinkability by up to 15%. The consumer preferred beer approximately 4 months old. The beer that the consumer wants will reduce the volume of sales. Market research was used to determine how large the dislike of fresh beer was. The consumer dislike was judged small enough to be overcome by ‘educating the consumer’.

Some ExamplesSo

me

Exam

ples

Example 2 – A change in brewing practice. A brewing company moved from a ‘traditional’ brewing practice to a new site. The beers brewed in the new brewery showed differences in profile, as determined by BFF. Paired comparison tests were performed, and it was shown that the difference in flavour profile was not reflected in a significant difference in consumer preference.

Some ExamplesSo

me

Exam

ples

Example 3 – New Product DevelopmentOn-line research showed that consumers enjoyed the concept of a low carbohydrate beer. Assess the preferred brand in the market. The preferred beer was profiled, and minor alterations made – the ideal product.Pilot batches of the new lo-carb beer with the preferred flavour profile was brewed. Further consumer testing was performed in the lo-carb market which showed that the new product was preferred.

SummarySu

mm

ary

To get the optimal benefit from market research - Correct measurement of consumer preference is imperative.Understand your brand in detail.Preference mapping lets you understand the consumer.To deliver the correct marketing mix.

Questions please ?Qu

estio

ns

Thank you all for listening Please feel free to ask questions now, or later.

[email protected]

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