IN-HOUSE SENSORY AMI CONSUMER PRODUCT TESTING BATCo document for Legal Senrices : Health Canada 19 May 1999 gn ossmaross I, Oelree of Veakness in Iptciflution of the product brief Lroa Ehe HarketiDg function to the Produce aevelopnent function, 2, ke~ of standardIsation of in-house panels, 3, nuplication of panel activity In the evaluation of nev product developpents, 4, tack of correspondence of in-house panel and external consuDer test vocabulary, 5, insufficient use of napping mar~sislintlrprltation techniques, 6. hpparent poor levels of conJupar discrimination in product rears, probably reflecting test arrrlbutes and analyric approaches used, I, insufficient use of in-house duo-rrio test screening prior to the consuler product testing stage, IbIOI IOI~S i, PIIK weaknesses Of the brief setting procedure are: 1) desired sensory atrribuees and their relative lavele of na~n~tude are not specified in detailed terns, in particular, uhateter sensory eaas Ire used in the product brief should be aligned to the In·houJe panel evaluaeion vocabulary in order to ensure that product developers can understand, opcrationllise, and ~ublc~uontly measure their response to the brief, b) briefs are confused through often being influenced by ad hoc snoking and opinions tha! are potentially biassed by brand ioagery effects, c) the character of briefs tends to be reactive i,e, expressed in ~cns of patching other knovn brands in the parketplace rather than by specifying unique or 'bettlr than' product poaitlPniag, BMCo documant for legal Scnical : Hsllh Canada 1) May 1999 -2- it Is reco~ended that the quality of brief setting be improved by the following actions; a) Nominal training of the members of the Harketing strategy group in the O~ECA method of evaluating cigarettes, at least to the point where product briefs can be confidently outlined using OHEU attribute vocabulary, b) OJe of HlZE based market mapping procedures as baste background information for the strategy group, indicating relative product positioning in the merkeeplace, The value of mapping representation is that it indicates unoccupied areas of opportunity in the product space, and can be used to indicate the type of sensory strategies necessary to improve on, rather than mateh, a target brapd~ in addition, if such mapping descriptions of the market are conducted In blind and branded form then a contrast of the two maps rill clearly indicate the effect of brand imagery biases on sensory per:epcians, By use of mapping procedures the brief an be expressed in terms of identifying the area of product space uhich It is desirable to capture, and working backyards from this to a detailed specification of attribute levels necessary to achieve that pos!tioni~g~ c) Hore information to assist the development pt proactive ('bectct than') briefs ran be provided to the strategy group by introducing the use of hypothetical 'ideal brand' constructs, and BROE(IEP modelling guestions measuring salience ed tolerance bandvidths, into consumer product test vehicles, --- BATCo document for Legal Services : Health Canada 19 May 1999 -3- In su~ary, the quality of the product brief should ideally be pro-active and defined in terms that product designers can operationalise, and test outcome in terms of their in-house sensory procedures, Above all, the brief should follow from a global, mapping based appreciation of the structure of the market, 2( Souza Cntz is in the strong position of having two populations of panel volunteers and it Is advised that th~s situation be maintained, H6wever, at present the two Panels operate using different techniques which to some extent use different vocabularies, The RbD panel use the current Group-wide standard panel technique, OMEGA, while the Head Office panel uses the predecessor to this approach, WOODROSE, It is strongly recommended that the Bead Office panel receive additional training to upgrade to OMEGA standards, The reasons for this are: a) to etandardise in-house panel procedures to a conrmon vocabulary, b) to achieve the benefits of the extended vocabulary which OMECA provides, c) to achieve the benefits of improved discriminability which OWECA provides, 3, There is a degree of overlap and duplication of effort between the two panels in respect al examining new product development samples, This leads to confusion since the two panels are operating to different vocabularies and action standards, By the same reasoning, if the panels are standardised BATCo document for Legal Services : Health Canada 19 May 1999 .·CC 11-~-- . II-. -- -4· on a common procedure, then their results should be the same (ass~dPg that the panels art reliable and properly trained), It is therefore strongly advised that Sours Cnt discontinue duplication of irhause evaluation of nerJ product developments, ~aPel evaluation of product developments should be conducted by the B6D 0&CA panel. The Bead Office panel should continue competitor canparison, crop adjustment and Brazilian market mapping activities, In the case of current effort in the market napping area it is advised that the data currently presented as tables of information be treated with a genuine lapping statistical procedure, of which principal components analysis would be most appropriate, This would improve ease of interpretation of this information, Idditfonall~, the notion that any in-house panel can be used in any way to predict potential consumer acceptance or rejection of the product should be avoided, This principle applies even if the panel is argen:sed iron a aari(eting base, or c~en if the produc: rear invoives the normal Souta Crat free issue cigarette, since in-house personnel of a tobacco company cannot be regarded as consumers, or indeed 'normal'l In summary, in·house evaluation of new produce developments should be the Job of a single trained descriptive panel, the role of which is to provide 'objcctitc' sensory descriptions of the product unbiassed by consumer relevant factors such as imagery, The use of the information is primarily as specific feedback to product designers, The extent to which the intsnation can or should be used far marketing interpretation depends on the Fuality of the original product brief end the extent to which IC is O_ specified in attribute ~ens which leech those used in the in-house panel procedurel -- BATCa document for legal Services : HeeBh Canada 19 May 1999 -5- 4, The extent to which in-house evaluations can be linked to (a) information coming from ex:erne! consumer product rests and (b) the original produce brief, depends on establsh~lg a cleat relationship between these functions based on conrmon vocabulary, It is a kev recommendation that vocabularies used In Souza Cruz in-house panel procedures (DEITA and OMEGA) should be used also in external consumer product res ts, In the case of the in-house DELTA approach, this extension into testing in the marketplace can be achieved using the NILE method. in the case of non-mapping approaches i.e, OMECa, the procedure would be by direct incorporation of panel vocabulary into conventional Consumer product test methods, In either case it is important to use consumer qualitative groups to establish consume: ability to understand in-house vocabulary once it is explained and defined for them. It may be necessary in limited instances to use these groups to provide equivalent terms which consumers prefer to use as a substitute for the 'expert' term. For example, in U,K, experience in-house panels use the term "impaet" which consumers clearly understand when explained to them, however, they prefer to use the directly equivalent term "throat catch or hit", 5, There is some evidence of lack of discrimination in consumer product testing, This indicates a possible pnder utilisation of in-house panels to screen new p:oduc[ developments for perceived difference against corsfierdal O products or against each or~er, Ic is advised that in-house panel duo-trio tests are used as standard screening for the existence at otherwise of -- BATCo document for Legal Services : Health Canada 19 May 1999 significant differences between products prior to proceeding to costly consumer testing, With this type of screening it Is reasonable to expect that if trained in-house paneltists do not perceive a difference between product variants, consumers will not do so~ The reconrmendations in the area of in-house sensory and consumer product tesing may now be shown schematically, Figures 1 and 2 outline the current Souta Cru~ position and the proposed new approach respectively: -- BATCo document for Legal Services : Health Canada 19 May 1999 -I- FIGURE i CURILWT SCENARIO %ew Product Sridi Product DevelPpeent and Screening for submission vocabulary and action standards demarch Marketing Evaluation tin-house) Vocabulary Blsmateh Consumer Product ?esrLg BATCo document for legal Services : Health Canada 19 May 1999 -8- FICIIRE 2 PROPOSED SiRUCrIRE eras degree of image r bias and atgmen~atlon - ~ Nae sum, NfLE BRANDU) BROHIEY MODELLING ~ 1J ~ARKETINC BRIBE Specified and Oroactive PRODUCT DBSICI R6D SCREENINe OE YARIANTS (OE1TI) ab0 DETbIUD EVALUATIONS OF FINAL VARI~S (013LCA) .I :...:.::-: ::. :::::;:.:. (O~LIIIWLTIS~.I (Preference TestsTerns) CONSUMER PRODDCT using DEtTA/OMECA (NUE) I~ ~ICC ·- r BATCo document for Legal Services : Health Canada 19 May 1999 -9- hOOtrIONbL POINTS i, Continued use of the lratilian blend classification system should be closely examined in cet~e of its capability to produce diagnostic information uhich is any wee useable than the basic OMEU top ootel modifier approach, It should be the case that the Bratilian blend classification can be assembled by inference from typical top notel modifier combinations, More importantry, the salience of Brazilian blend classification to consumers is likely to be very iou, 2, Given increasing maritet- iesearch: costs and an increasing emphasis On collecting b~ttet.~uality Lfooarfon from relatively smaller test · ·-· · ·populatlone, !e is advised that Souta Cruz reviev alternative means of gaining access to consumers vhiet offer a more direct control over the research process and cost, Examples cited arel OK: Consumer studies cencre · ' ~' ~ ~~-~US: Product testing centre CERTANP: postal panel approach, 3. It is strongly rec6~omendcd that the use of untrained in-house volunteers in pack placement rests be avoided (even in the case pi the "FREE'' product), The degree of bias in the sample is unacceptable, O, .~he use of the tdad elicitation interview method is advised for " ::· · :,· ~·:s generating attributes ~pr use in consumer product tests and Image studies, BATCo document for Legal Services : Health Canada 19 May 1999 -10· 5, It vould be valuable for R50 personnel in the produce development function to have regular sight of consumer complaint data, and to gain experience observing focus groups used by the marketing function In qualitative product evaluations. L, ~he bHE6A method has been developed as a group standard technique in order to alldu a degree of cross validation beraen panels in different locae!oos~ In key development projects, the use of other O~IECb panels u~thln latin ~mariea, or the IIK panel, may be considered for further corroboration of findings. ·-· ·· · ---t;·- · Pref atnce testing' Js'-generaUg time-and cost ineffective, and of ten an intermediate smaller scale test eanbe useful as a forerunner to .-eore committed testlng,'This can be achieved in preference tests using a limited range of attributes and a statistical approach ohlch preserves the specific order of individual respondent seo~es, This Style of test can bl used'dth' saiple"slzes in the order of 50 - 200 consumers, .Details of the procedure (PREFAN) vill be made available to Souza Ctur. BATCo document for Legal Services : Health Canada 19 May 1999 I' :·! : · :.: :,~ : : i.' ::.~"l';·~f::~·r·: ··· : · :· ' ·· '·~··:~:~· i .-' ,I ·I ~ - '·v 9 Il~;:;?!'L:" ·:· · I · I ·I· ·i ·· i ·' ·· r· :....~..:;.:.~.· .· : .' r~·, ·~:·:·;· : · ;I·::!'~· ~· .· · i: ··· '·· ·': .. · ·· . ~L ··;~I·~ I; !I( ·.. . ; ,~· · :··;! · ·· ,rll.~~.!b· ay~ : · . : .' i. '' '' EURBET PSSEPCB IECEN_IP~S '' '' ·· : : ." ··~ · I- · ····~.~ '' ".' "~ :· : '· . -, i·~· ··~ ~·· ,, It...: 1·· :·*' ii:: :: :. ....· I:. ~I'I~ ·, ·-· c·':..~ ~I,,ia~c~~;me,.·,~~~···: : ··, ; ·~ ·... ~,· '''~ : ' ,' I".n·.*ri·::;·... I: ''' ~: ` " *1:::· ' ':3i'·' '" " '.""' ~i~~~·· ~· ··· · '1:?; ·· I: .: · ·:i·: ''' ··I ·~:.·;·ll,:·!i;i' ·7- :· , .·I ,· · `:., .":'" ·. ~:· :'':,::;~:' '''': t ' :" ·' I: i ·'~I·'' t~pr·:·;: :!·· ·'·· ·'~ ' ··' -I· .·· . · :······~· ·,·j~ ~·.;.:i:·.:·: ·, ' I.:,-·, li~.lf4l.llc.g .~..:.` ··.~ : , i ::I ··(i(T···r ·( ·I:1. ·,yI . ·· ~~·ly~rr;i:/.;:)i~ s I ·· ':~·'· ~· --· ~... I " ."" :"' "" ·I : . ;.·~·· · · · ·· · ·, ':' -·:?·.·. ' · · r ~· ,·:,·· '·· ' ' :·I·:·.. ' ~'"' ·:: I· '· ' ' ` `~:· :;·:'·I: · ·~· . · ' '··· ·· i ·:: ~: ·~ ' ::· ·I· · ' ·~ · i. · ~.I '~.:·· " ;. · ~... ,..., ··\ ''. ' ':·~:ib:·:..·'-:·· 1· :1 ·; ;:i·!~:i ·· ·· '~· ·: ' i· 'r ·.·,, , ~~· . -~ · ~· , :·~::·::·. . · ·· ~· ' ..:,·,· c:·. I . : ·Ir~w'": .. ··:·I · :::··: ~-5·:. ~ ' i "I' ··::;,"· ';'''~: I'·; ·..i·3~·llriJ!;pl·j.:·· '~~*' ' '1-· · I~ '· · "·:~rii:'· ·'`··' ''i' .' ~~··J · 'r·~I 5;'"·"lc- ··· . PI .I·~. ·: ,:... O "i · ·:' ~:' ;· O " '·'' .1": · II ;i ;1 1·15 ~···: ·: II · ~··:·:;f··:·· ,I·- "` " ''· m ul 03 BATCo document for Legal Services : Health Canada 19 May 1999 ·;,: :·.· ·ii·: ··· ...~ 6:·:? :*' -~;~·· YI~2I:;l;· i '·: ·;:·;-; ':' ':l::::;ri;k's7~M;PF;iX:·'" h 1·· RFY'bBjB.~VA~i~i~Er~;· -·:.· ·:::. ~.·,-: ·:I ~:i~d~4"!?·.~··:la':··i.· ·~..:~~~~~'~ '· 1: V I·.··.:'· '~:'::" B"~t ~Stlt~u a, aeropg~~pfice.~af!uence aad.braPd image 3i~ ':"*;( ·~1 r ..i .~)~· ~::. ~uu:.u~n· .··-.. 7r I·~.:~ 1' .1·~?1~4~;.:i:: .*'?·!· ·`· --·· .151:rorLat~Cion, -~Thia i vourd:ladia~lllrhl~:cplf~~l~-s~~L prrhnn~l.~ T:::ilal mLfl~da;vlll'hi~l:qaIl!~ul~r`pplifiii~!~;: : ~·:' 1!*· 1, Onad aul~~hilg ~rrl~B ~s Pibh, thercian & I$L of .it&lal ~`'' ' analysis vill be important, ''''':' : · II :.:The currently uled.8rapd Standing Indcxisrightly based on independent 'I ~."'plpg. B.l~sr;:tn~ng:hdiuiIwl:aPoi~~g cnIgln~api dlridcg ' ~.· .~';·'~!j\~l~!·:·,~ · ·~· true ePitching pattern data is potL1B· I~:ECfl, ttlea 't Dot P98s1blC 7fth this type of approach, i,. The brand image '' research,batterg may captaiabptem:inl redundandes :::" :' · ;· ;and lov qalieacsireme(:'dpd suffers fro~~he saknees that the mafodty 'I ·· I·'~.: :I ~ :u·~:~ I·,::c::!·· ·) "' ·'` ,at:ribuees.have been,genefared ia-h6uee; ~ ··:·~······ .:· i,:·~lb~ m3yb s41 blll~h 4TBmefl,tltiO? mrreat!~derlred by Sdl~d CNZ '' ' ''' ~I '': pStlnL!"11~ ~?~I!P~r?~l~~lllcctlan·Bf_;o;; tundspoltll pr~euse ,·; :~:;··· " ~:·: which,, if. isolated ,r~uouldlbe\easier to :rclatClpredic~ively to concrete .· ~,~ brtuplourl such a~ allletin~.md ·Ilvltching~.,:~.·l .·· ~. ~. I -· Y'r ···r?~:~i~_:~~:··l~:;·4:l:'Y '·!:: ·':·~r'· ~~ ·:i ;;; '""l~~e c~ ;·,::,': ·~· ·'i '·ti·:~ ·',~icrIbrwms ·.: Y.* '''" '' Tcl':l- *~ i;~lPSlpera~.modcls o~:CPpjiiat~b~:~el8dle~fff nrpfrr~a~~ ~.a~kn r'l· C ~~I:ttu~· 'Wlb CfC~~POY ~ :~'':,.4~aikble, all.ol·;~:~·ep::Inart~culrlppltul:lh·aiablioat ~vhLII . iri· COPBUPlr!F :t~a~dd:Of~f~jb~l~F~:PtoduCt jj!ttri~buealI~ga!n~e price chteftetiles _ir .. . .' .:.:.,BPt:4UIEIO'~B I ~mqdere are ~Y~O~h.aad c ":~~~ ·1· .n~·!~~ ··-·I··-~·- · ;~. · ~:·LllbYZII/C~: : *~ .·4:: ~1 ~i: "` ·li ·I:;··'ci~rhws:!I~f ~lrhiC~i· c .. i..::; LI'. r~·· 1. ~pi~lpt: wcri~ ,.·la'eB would;,, ~~dJ!eed';starr,,with:airest:Ilegmcntad ;bv; ;In ·~ ;· thll :''' ·-;,,~fdd:econde.. lih~b;i~~'llpokers~ :*~·.;·:~n~r,*· n.ll·· , ' :(1;···; c.~ ,, ~::;3~:'::: :: :l:T:' i~i';'' :'?:: i' ·' · ·:''··~~· ··.: ··i" '·". '' '."i· · ..,,..~~. . .,:~r "'::_i'~··~' ~' `''~' ''~ ~I .·I: i~ . 'C~~:J~(; ~~;~~ ~;~ ;· ·..e~·S i· *· ~~ ··-·-~~ ··1.:: ··-!r;.:, .~.·.·. .~. 1...1. ; . ·I:~ I~l*:C: CT::'T .: 1:2::,,: ,;·Ta·:~. ·~':\ · ·'·~·~~~·i ·. " ~··. " *.~~:j/i·; "' · ····: .LI 'I r ···I "': :~bq~Y~·,,tlil··l ~ ·* ,· ~1:; "CI1*~·'h·r .· . O .*~ · · I,··u. ·~,, II ~-I~Y ly·:~1(~~ ~~:-1Ll~r·l ·(·:I· i O II' ·.· Cx~ In \O BATCD document for Legal Services : Health Canada 19 IMay 1999 ·~i · · ~~.~ .:'~`I~'".'· ·~ "" 2~ P~L a~rii ILlllrU~~II Lli*I~ rt~l~ll·lla - rPe aul·r!TddLg O Le a ~nllB b dr la~ k~B~ ·, - ..· Index po~l~tio~, vit4 the Ilportant difference th~t thil popul~rion he ~lt~in~d eI e FOPOrL to !Ildv tipe ~trl~l~l~pling from the time " '' ~in~t~du~l~, Ftol th!~ it. Kill b6 poa~fbl~ ~q~lmcs ~~tlr elrler :· I plthwlys through Ihl.ur~at('e~c' Ivicch~g deto). s 1 l\Lrrlbuett hi Brill hC h~!8 Ih~i ~al$ bc nT·dLr~ ~ i · · : b ~·ln~r ·~t?~?~ cqlq pay~hl 1 a~i·~a i ildd~d nrnoal~Lleen~·'·~ Cap cta~r· I·ba. Subacquent dprd spalysi?/9rcsentntio from ~uncy~~v~ld be drcatly JinpUfied b~ eha u~l of principal coPponsnt ~ppinp both ~or the '' pml ~pL~r;llcp·ib ia~ I~~n; "`~·;3: ": ~·~· :i i hat r~~l I~!~L~~ ~~!~ ~ld *dhl· B L ": ·* 'rb - , ··:, .. ad~~ed · tq. ineorporete e,'ourrent · d~~lr~ to ~~it'.~~lurl int~ the· sutleJ, Thie vlll ~llov·!!pneltion,bt co~tiva'~asoalnce to e ,.·: ·'··" c~c~, :·; ~~; pollihlJ ~i~htlr ~adll·' rUP~III· ptelietin htrcen " \' ~i : Y ~~Lae~~ C4felP~r·c~j·~~~dy!~~ ~~~., 5L ri '~ouCUold, The!~t!lt/ol ridr thialin~tlnee vould 4. a, ~ I: I' ··. C I·· ~hJ.' ·-' ~-1 - "' 1 · · I~ ,·· 'r· ·~~ 51~ ~~ The curreatly lengthy ~c~~unllnl of hdtltd rsleteb ~elf~cp~:ta ·" :, " c_~lht I! mlolared ~lore !cPno~clll!. by4clialoel I~Protici~r soale, ;· '· ,, r I ; , i cl · · yy~z~,l . ~ .L. :'t 4_ L' ~1 I ~·i~~~ I··~ ·· · · ' ' ~·~I ·: ~~··~·~ ~~ce ~~:. "~~ · ~ i: "'"~ ; · ~·~: t-'~ re .R:~P~C~ I ~·~ ~~~· i .~"~1" -· ~· ;~~ by~·~~~~f~~i~~,l.· ~Q;;3C ~ i: c~ ~L~pl· ' I~ -uI ...~ ~~~L ,,· ·~ '' ·~ :·'~~ "· O ..,. O :·~ '"~ ~v+ , .,, m o BATC6 document for legll Sankls : He~th Canldl 19 Yly 1988 C: ..... " .·;· ' · ~ ·.·' ·· i...· ·: 'I~RKTT RESUCB fECBHIPUES POR'FUTURE COIS~DER~ZON . :' · i ·: .I : : · li.::t~~ULOCr .~S(L lur~n~::~luLuuru~u~I :\lislllSSESSORI BASES):~Notf :':'CII.1.·.J L..· larvar .ar*~.ll.os ~·"'"~ 'L "' · ·`':. ;; that 'the' te~i Pai;~ of · smlan ~· in their :sbillCy to predict 1Png run arkllt Ihare~frem·~~. the'*"`ePncLpti~rducl 14c;aatlag ll1Bl Pf lLY II; : 1!· product depclopmcnt,~pripl. ;o moving to the easel~ mini-rest market ':" ... crsgl; .hddl~loaallllgelal&had~' ajiu ccP~idcnjlt illnlbllity ·.: ·. ·'I': " in terms of aereening:numbers of PrOdUCt/Pd'O~rrlsll~ oiX )lt01nltiv89. .·. ..'.".. '·~ i: :I:· ~~~:, ·~:·· ·~ I· "' 2~:·11:~,111-·. I--·~IL :P.-·~-111~--~~j1,· ushful'proc~pure !or identifying ~UUIU'"L IIC~UUIL ~~rRmLa~lua .;i~~nl 7raduct ~prp~qei~iaaq.~nd ape!li48jtbe conaunce chaice proFeda, ^* ·~:· *~' :II$. · n ·· i: .,.·~·r· I· jy,:t·;;.::!·::2 I;·r' .r:: I·:''·( ~B.·. . 1- 1;: :') Paluable~tPof`~or evaluating ~be 3,' ,I~!nod~l:Positiqaing nappies' '-.~ a ·'-1I;Pltl~'lP~.bracd~nd!i~~ihi": ;'bpr)tln"ca~untrloPui~b prplF:- ::'11···: ' ··2-(·· ,,/r4':~::iii;·j!:~:~a: 1~·. ,··,14:51~'.·; tl ~)· : · ·r· ·i:!·· :"''~ '' .*' .~.`.. il..* .. I r.· : u·v,·.'l/r:·~ ~ ~~;~saferertce data; .. L ::!: i.: .· F~-~ ··;~~:~~~· ·· :i·'iL .~ ~, i ": ·, · ··· ··~-:···: · ~ ·I,::·" ~~r.-·'I :: :·: .NOTE:·iDea~ls ot thasel .han. been. supplied· to Sours Cruz, .I I~·~LI ~::io**Zll~'' *: ~ I:~':··~~-··~; ~·~" ;LC :·l~i.~-~:, ,,,;i I ~ i ~,~.~J·i·:?:5:·1::··~~· :* -· '~· ~· .""' ~··~ · ··· ~t.C~L~f~l!f,,, iii-nilL ~:·: E;·I- 'R'h. I·:~I~l·~f~: ·I-.-··~ a' :·! ~· ~':;; :~'~~~:~· · ····· · ;,!~i·?·l;r·. :" '" r :"" '· ::!f'!C" :.·.~*''.!F~' ';'li ;II. -I' ~~";f."'' ': ~ .. I: .. -??''~ -~i~~.~;·~.··· " ''' ·~:*· I ~1. ·- · r ~·~~~~c~~~· i 'F :-I':~·, *,*j"~"":"YI~' U: !Fa:F~rl~· ;~ ~· ::::·· ·: i· ..~. 'r ... ar~~ ·· ..i '"' " O " ::: i, .1. ·~::·· ~~·~·.:;·~ O Il. Y ·ISI iii P',r':·iiri··?~;i::pllT'" ·~.·· '!·!::;~ ~~:::;~I?; 1'· ~ ·· :i·:···l\ · ··C$c(! ;~·:13.~-*~·1-; ··~ ·.·· . , ':" I:" ··' ~L~'*~" · CP 0\ BATCo document for Legal Services : Health Canada 19 May 1999 -If- PRODUCT COHHON~CAT~ON AIT~V~TtES BATCo document for Legal Services : Health Canada 19 May 1999 -16- REY OBSERVATIONS i, Evaluation of the effectiveness Of merchandising material in visual prominence or 'stand-Pur' Lens is under developed, and the same observation pay hold for the evaluation of new pack design pt6jlcts, 2, Ho specifically rasearched guidelines exist to direct the sales force on positioning strategy uithin ganttics. 3. Fev guidelines exist on differential purchasing policy by ecylel locationlsile of external advertising, 6. Information on the specific impact of pac~lbtand imagery on perceived sensory grdperties of cigarettes is generally under developed. ICTION POINTS 1~ It is advised that a conventional tachistoeeope screening stage could be considered for incision in the usual sequence of nev pack development, or modification of existing pacts, This seep mould provide information on efficiency of design stand out and should camplement information on design aesthetics, Similarly, projection tachistosedpe and eye gaze monitoring egulpmenl can be used to evaluate efficiencies of merchandising material. Additionally it may be of value to revieu the potential of computer based packlmerchanislng design systems now available tone such system has been developed at CRLDC - details to follw), --- BATCa document for Legal Services : Health Canada 19 May 1999 -II- i, It is recommended that consideration be given La providing guidelines to sales farce personnel on product positioning strategy in ganttleJ~ ~he current Soaa Cruz angled ganerl se7le is structurally highly effective, and this effectiveness could be further improved by researching ways of optimLing brand positioning within such atructureJ~ The Eye-gaze monitoring system can be used to develop guidelines. The GR60C system is portable and should ideally be used within the culture for which the results are to be applied, 3, Cleat principles concerning effee~~~eness of different types of outdoor advertising In attracting eye gate and subsequent recall are now a~aflable, A:eport of the eye gaze monitoring study which isolated these principles will shortly be available to Souza Cruz, It is strongly advised that such guidelines be used to influence outdoor advertising site purchase policy, i, It Is recommended that measurement of the impact of brand image on basic product sensory perceptions be evaluated using the brand image measurement model which can be applied In·housr using DnTA, and with consumers using NILE in replicated blind and branded trials. This type of measurement gives an indication of the short term Impact of brand iugtrj operating at paints of brand choice end svlechfng~ --~- :a document for LegalServices: Health Canada 19 May 1999 -18- SPECIFIC PROJECT DISCUSSIONS P1 O O Co 0\ VI BATCo document for Legal Services : Health Canada 19 May 1999 -19- I, ~IECED ~RRI~ILlIOHIBImRNESSIDBYNESS OF SOUZA CIOZ PRODSCTS a) First step should be to cheek whether this is a true sensory obserparion, or a 'perceived' effect based on overreaction to consumer eolPplaintJ/apontanews comment data, and/or a brand Image effect, The brand image measurement model can be used to show any consistent sensory biases relating to Soura CN2 produces when presenced In branded form In contrast to blind, It Pay be recalled, for enoplc, that w,lOY delivery products when presented branded in the image measurement model show a clearly consistent bias to perceived increasing irritation, b) This brand image measurement exercise should be conducted as part o[ an in-house DELTA market mapping exercise where the population of cigarettes used is representative of major brands from the leading manufacturers in the Brarllian market, Sauza Crut produces Should cluster out toward the irritation parameters if a true sensory problem is present, Note that extended cirrllatian vocabulary should be used in such a DELTA exercise (see next point), c) Open smoking Souls erur products (notabry Free v Galaxy and dPS v Harlboro) it was apparent that although irritation differences in terms of magnitude are not notable, there are some differences in terms of irritation qualify, This Is an important observation since conventional sensory/product tests only use magnitude scales and may therefore miss or obscure genuine irritation ~ualf_ty differences, 'litrerness' for example may reelect a epontaneoua consumer attempt to express differences in irritation lualitY In a situation where no BATCo document for Legal Services : Health Canada 19 May 1999 -20- differences necessarily exist in terms of irritation amount or ugnieude, It is therefore strongly advised that irritation quality scales are Incorporated in Souza Cruz in-house testing and consumer product test approaches, The appropriate attributes to be considered (using graphic scales) would be PITCH and DURATZONI d) In the short term, pafrwise comparisons of JPSIMatlborolPall Mall and Free/Calaxi could be made using OMEGA with the extended irritation vocabulary, In all cases of extended placement sequential monadic exercises it is essential that an appropriate competitor referent product be included in the exercise (ehfs point particularly refers to evaluations of 'Free' variants)l e) In addition to irritation quality observations during smoking of Souta Cruz products, some physical quality differences were noted, It is advised that the RbD OMECA panel is used routinely to evaluate dsua~- tactile perfonnance of Sauza Cruz products compared with the opposition, f] In the event that these exercises indicating genuine sensory problems in the irritation area for SPuza CNZ products, then adoption of the FTIR approach would be strongly indicated as the first approach to determining the objective (blend chemistry) basis for the subjective (irritation) problem, Precedents for this approach are nov established in the U,SIA,, Australia and Malaysia, BATCo document for Legal Services ; Health Canada 19 May 1999 -21- 2, PROJEeT TROPICALU a) Since a prime objective must be to determine [lawur gwlityllcvcl of application interactions, a number of samples at different dose levels per flavour n9uirt to be evaluated. This paints clearly to the use of the in-house DELTA panel for preliminary screening. It is recommendtd that a fla~out quality parameter be built into the DELTA panel procedure, and each flavour type he evaluated in separate exercises to include several levels of application and an untreated canttol~ DELTA plots for each fLvour type can be subsequently consolidated statistically into one overall plot: PLOT I PIOT 2 P10'13 Flavour "A" at f Flavour "B" at 5 Flavour n:" st I levels of application levels of application levels of applicarion plus 1 control, plus I control, i Iph I control, COMPOSITE PIOT b) Since sidestream Irritancylarome amelioration is also claimed for these materials, a prime objective should be to find the trade-off point for each Ilaoour betvecn mainstream and sidestraam qualities: Unabrrulipe flRcur in 3 obtrusive fL~our in mainstream mainstream 1 ) c Negative or loss of Positive sfdesrream sidutrea~ benefits bcnefits~ BA'TCo document for Legal Services : Health Canada 19 May 1999 -22- it is recommended to convert two cubicles in the RLO paae~ room to sidestream evaluation cubicles, which can be used together in control v experimental dose/response studies of sfdestreao aroma and Irrlteoey~ c) in the event of Troplcalk products subsequently being submitted for consumer product testing, it is advised rhar qualitative focus groups will be an important precursor to an) product testing, These groups should comprise five types: Males ij 10v Plhli(ll ( FemeieJ Males ii) Rli Ilaoor SO~L~"(illia iii) Smoker/Non Smoker Groups 3, HOlt~00D BtEhP IIE-WS:T~ONINC a) Clearly on such a major brand any blend changes would be advised 14 be circumspect and guided as clearly as possible by an adequate picture of the blend 'landscape' of the market, Ihe first step in mapping this landscape may be to treat the routine Bratilian Bknd mapping work conducted in house with a principal Components analysis. Apvenr, a shortcoming of this approach is that it will not include a preference vector and will, therefore, only have descriptive value, A parallel approach conducted in the marketplace and including preference questions may give the necessary map, and should indicate the preferred direction of hollywood blend repositioning, BATCo document for LegalSenices : Health Canada 1 9 May 1999 -21- Once the direction of re-positioning is determined, the same plot can be used as a background into which evaluations of prototype products lag be incorporated to show freshly achieved posieionings in relation to the current Bollywood position and the desired new position. Since It pay be desired to move to a new position in stepwise changes, in-house duo-trio testing can be employed to ensure that any changes are controlled to pear threshold levels of perceived significant difference, a. PROSEIT S~RIFP a) Since brand imagery response Is generally a powerful component of the b~lboro following, it is advised to use brand image mapping as a background data base to inform the project, Ideally this should be achieved through using image attribute vocabulary elicited from coaualrs using rc?ertory grid interview and Consensus groups, It should be possible to generate three maps I~ the intervins are focussed appropriately: i) general imagery if) expected apa~er type iii) expected sloking experience, Haps can be produced by segment as well as for the overall respondent population, and by comparing these maps it should be possible to derive an understanding of relative image responsiveness in the market, Suggested segmentation uould be initially by age sex, locio·econode class and brand smoked, BATCo document for Legal Services : Health Canada 19 May 1999 -2a- b) IlotivatioPa~ and emotional response to brand is also an important feature of the Harlhom phcnomcoon, In-depth mctiae~onal tccL~~ues can be mplolad to ~nnint consumer response to Soo~a Ctuz brands coatraated vitb Harlboro~ nest adtable of these are Transaerional Analysis pad EPSY, documentation on these approaches has been supplied to Sauza Crul and it is ad~lsed that EPSY is likely to be a mpre productive approach in this ease~ ----~- BATCo document for Legal SeNices : Health Canada 19 May 1999