Integral
research: A new, hybrid view of research
We live in a time in where there is a lot of innovation in the field of food. The market is shifting, growing and thriving. Food is hot! On the other hand, we see that more than half of the product innovations in food are no longer on the shelf after a year. In practice, these innovations turn out differently than expected, or turn out to have different effects than intended.
The explanation for this can largely be found in consumer research. At present, use is often made of classical research methods: in a white box, with as few external stimuli as possible, the consumer is presented with a sign through a hatch that he or she must then assess. But what do you actually measure? Martijn Veltkamp, researcher and psychologist at TU Delft, asked exactly this question. At the Mindblowing Brainday, he said: “We need to get rid of the lab research. The reality is so much more unruly.” He argued for more real-life research in order to get a better, more reliable and more complete picture.
By doing more intricate consumer research and knowing exactly which sensory icons determine the success of your product, a significant profit can be achieved. This calls for a hybrid approach to taste research in which all facets that can influence the taste experience are taken into account. What does the consumer expect? What does the consumer need? Is the packaging, price, texture and smell right?
“You will have to consider all factors that influence the valuation in the final judgment about a product. It's time we brought taste sensory research into the 21st century. We can do so much more!” – dr. Peter Klosse, taste professor
It is important to realize that taste experience is much more than just tasting. Issues such as current emotions, environment, personal memories, time of day, sensory preference, and cultural and demographic variables all play a huge part here. All these variables form a piece of the puzzle and it is useless to provide insight into just one puzzle piece. This way you lose sight of the overall picture of the ultimate customer experience and experience.
That is why Senta presents the Integral Research model. Never before has taste research been examined from this full palette. We use the taste model developed by Senta and taste professor Dr. Peter Klosse. With his foundation TASTE he conducts research into the roots of taste. For example, new methods of taste research are being tested to arrive at 360-degree customer insights. A holistic view of taste that is better able to predict the market success of food products and beverages.
You can now participate in the Integral
Research research pilot on taste experience. We take a close look at five
products in order to arrive at 360° customer insights.
Roadmap:
- Together
with you, we will discuss your customer groups in a sharing session and explore
their motivations, sensory preferences and mind styles. These customer groups
are matched with your company DNA.
- With
a representative consumer panel under the supervision of experts, we then take
a qualitative look at the experience of your food product. In doing so, we
include all facets of the Hybrid Research model.
Deliverable:
- You
will receive a concise report on your customer groups and brand DNA. In
addition, we report on the total experience of your product from the various
facets of the Hybrid Research model. Recommendations are made per component so
that you can get started with the sensory optimization of your product.
Cost:
- Especially
for this occasion we are offering the pilot for € 4,500. Register now and
secure yourself a spot! With five registrations, the pilot starts and we close
the registration.
Timing:
- Customer groups and DNA session: 1 half of a day
- Consumer panel session: 1 half of a day