Technical Report: An Application of Landscape Segmentation Analysis® to Blind and Branded Data

ABSTRACT
In many companies passionate debates exist between departments on whether a product’s stellar or lackluster performance in the marketplace is due to its sensory characteristics or to its associated imagery. In order to address this very important issue, investigations that involve both blind and branded product evaluations can be very diagnostic. Such studies will address two types of properties which we will refer to as ‘intrinsic’ (a product’s benefi ts and features) and ‘extrinsic’ (a product’s advertising and associated imagery). Consumer purchasing behavior is strongly influenced by both types of properties. For instance, even if you were to succeed in developing a cola flavored beverage that’s preferred on a blind basis over all other cola products, it is quite improbable that it will meet great success due to the strongly established relationships consumers have with existing products. Consequently being able to decipher the relative effects of each of the intrinsic and extrinsic properties would be invaluable to both the product developer and marketer. In this technical report we illustrate how Landscape Segmentation Analysis® can be used to this effect.

This technical report appears as:
Rousseau, B. and Ennis, D. M. (2008). An Application of Landscape Segmentation Analysis® to Blind and Branded Data. IFPress, 11(3) 2-3.

Colleagues can download the entire technical report here:
An Application of Landscape Segmentation Analysis to Blind and Branded Data

Not a Colleague? Click here to join for free!

This technical report also appears in our book, Tools and Applications of Sensory and Consumer Science.

Tags: , , ,

site search



Upcoming Webinar

March 16, 2017
2PM EDT

Preference without a Significant Sensory Difference? A Solution

__________________

Announcing the release of the 2016 Webinar Series Package!

Offered at a discounted rate of 50% off regular price, this package contains recordings of all four webinars offered during the 2016 Quarterly Webinar Series.

Create Your Own Webinar Package

__________________

Webinar calendar

Membership

Become a Colleague!

Join now to gain access to our technical reports, presentations, and more!

Click here to login or join.

Latest Technical Report

Societies