Technical Report: Selecting Products for a Category Appraisal with Constraints

ABSTRACT

Category appraisals are primarily conducted
to gain insight into the variables that drive consumer liking
but also to understand the relative positions of key products
in the drivers of liking space. These appraisals are often quite
expensive to field and analyze. Considering the investment
in such projects, a critical first step is to carefully consider the
selection of the products to include. This selection strongly
influences the comprehensiveness, or limitations, of the
conclusions reached. When planning a category appraisal,
there are often dozens of products to choose from. This
occurs because of the number of existing company products,
new prototypes and competitor products of interest. Strictly
from the standpoint of constructing a reliable Driver of
Liking® space, it matters little whether the products chosen
for inclusion have high commercial interest to the product
developers or consumer insights staff. What matters is
whether the products span the space so that the resulting
map can be used reliably for computer aided product and
brand development. Of course, it would be highly efficient
if the products that best span the space are also those that
would be chosen for commercial competitive interest.

This technical report appears as:

Rousseau, B., Ennis, D. M. and Ennis, J. M. (2016). Selecting Products for a Category Appraisal with Constraints. IFPress, 19(4) 3-4.

Download this technical report here:

Selecting Products for a Category Appraisal with Constraints

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