ABSTRACT In our summer 1999 newsletter, we discussed a method for the analysis of preference data. The goal of that method, called Multivariate Preference Mapping, was to show how preference data can be used to derive maps of products, ideals and their variances so that the basis for preference decisions could be understood. In...
ABSTRACT Appropriate treatment of “no difference” responses in paired preference and difference testing is a persistent issue in product testing. Different approaches involving their inclusion or omission from subsequent testing using the binomial distribution have been proposed. In 1980, paired testing of four blind labeled brands of a major consumer products company was conducted...
ABSTRACT When Goldilocks made her food and mattress choices, she exhibited a common preference for items of moderate intensity. Instead of the hottest or coldest, softest or hardest, she chose the intermediate points. Even in the case of her furniture choice where she chose the smallest chair, one could easily construct a sufficiently small...
ABSTRACT We send our children to less than ideal schools, we drive less than optimal cars (for longer than we care to admit), we can always think of a neighborhood that we would prefer to live in, and we consume foods that, based purely on their sensory effects, we would prefer to forego. It...
ABSTRACT In a classic voting problem, 24 people are asked to choose among three restaurants – one specializing in steak, one in Thai food, and one vegetarian. Nine vote for steak, eight for Thai and seven for vegetarian. The vegetarians would much prefer Thai to steak and the Thai choosers would prefer vegetarian to...
ABSTRACT The extent to which a product matches a concept plays a critical role in the success of new product introductions. For instance, if a new fragrance is to be introduced under a brand name with supporting imagery, it would be useful to know whether the fragrance itself is compatible with the concept. A...
ABSTRACT It is often necessary to conduct expensive, time-consuming experiments in order to obtain reliable information on product characteristics from consumer samples. This report investigates reducing product testing costs by improving measurement sensitivity. In some cases, such as when estimating sensory intensity differences, smaller samples could be used if sensitivity could be increased. This...
ABSTRACT In an earlier technical report1, we discussed product portfolio optimization. In that report, products were placed: a) In the absence of competition and existing brands, b) in the presence of competition, and c) in the presence of competition while minimizing cannibalization of existing brands. The last two cases involved optimizing the probability of...
ABSTRACT When Goldilocks considered eating the bears’ porridge, she found one "too hot", one "too cold", and one "just right". It is not possible to know from this information whether Goldilocks perceived the porridges to be hot or cold in intensity; we just have relative information about the three porridges. Relative ratings such as...
ABSTRACT It is generally impossible to satisfy every consumer in a target group with a single product. Product portfolios are used to maximize overall consumer satisfaction. Just as one player cannot play every position on a basketball or soccer team, one product cannot play the role of a portfolio. The general problem of interest...