Sensory Research

This is MSTS’s real specialisation and represents a key tool in the product development process.  It is used to describe fully the key attributes of products in terms which the product developers in our client companies can understand and act upon to maximise the appeal of their products.

Sensory research usually complements consumer research because, whilst consumers are capable of saying whether they like or dislike something, they are often less good at explaining why – especially in terms that can be easily actioned by a manufacturer.

We will, typically, use 10-12 of our sensory panel members to profile the products using the industry standard Quantitative Descriptive Analysis (QDA) method. This is conducted in one of our two fully equipped sensory testing laboratories in our offices.  Normally, this will involve using between 40 and 60 attributes to describe the products under test. The results are put into terms that can easily be understood and acted upon by all client personnel (in research, marketing, NPD and technical roles).

Sensory research can be used to:

• Test new, cost reduced or healthier versions
   
• Screen products before they go into consumer testing
   
• Explain consumer findings
   
• Match products from a different line/factory
   
• Provide regular quality control checking
   
• Be part of an optimisation modelling exercise

Consumer research

MSTS regularly conducts a large number of consumer based product testing projects across a wide variety of sectors and markets. One particular expertise is in the area of products which require complex preparation and temperature control – e.g. main meal dishes, cooking sauces or alcoholic drinks.

We have over 400 interviewers across Great Britain and can offer either in-home or central location tests, according to the needs of our clients. We specialise in multi -product tests (as this is the preferred method for our product optimisation technique), paired and monadic tests. We often conduct other designs and tests which embrace concepts and other elements of the marketing mix.

We hold an extensive data base of central location venues and can choose a suitable location for any test. In addition, we have a database which forms a panel of potential respondents which we can use for central location, in-home or Internet testing.

Product Optimisation Modelling

This is a really vital element in the product development tool bag, and is a method which gives the answer to the key question – how do I improve my product to make it more attractive to consumers?

By combining the power of both sensory and consumer research, we can advise on the modifications required with confidence. This is a technique used by many manufacturers and can provide insight into a range of product related issues by focussing on consumer preference.

Optimisation is a powerful tool which reduces the risk in the NPD process, and speeds the route to market in a highly cost-effective manner.

Cost reduction

We often work with our clients to take cost out of products by changing ingredients or modifying the manufacturing process in some way. This can either be undertaken using sensory or consumer research or, indeed, both types. Essentially we conduct head to head tests of the new formulations against the current standard product to see if there is a significant difference between them.

Product Development Workshop

This is a relatively recent introduction by MSTS and is designed to aid manufacturer’s product development staff to rapidly understand which product(s) to advance to the market or the next stage of the process.

We use our sensory panel members as “expert” consumers, and they interact with the development personnel to describe the attributes in the products in sensory terms, but also commenting on likeability as consumers to guide improvements or modifications to the embryonic products being tested.  

This can take place over one day or longer, depending upon the number of products being tested or the complexity of those products (i.e. they may be strong tasting, may need special preparation or there may be a limit to how much that can be consumed – as in the case of alcohol).

Concept Development

At MSTS we believe that successful products are built on physical and emotional benefits which are coherent at each key touchpoint.  Brands need to have relevance and benefits to meet consumers’ needs and occasions.

 It is for this reason that our concept development research does not stop at whether a product is good or bad or different, but how it fits within the target consumers lifestyle.

·         who is it for?

·         what does it say?

·         when is it for?

·         how does it make you feel?

In order for innovation flow to be successful you need to understand your target consumer and how to relate to them (at different occasions/situations).

MSTS have identified 3 core stages within the concept development cycle which reflects the nurturing of consumer understanding, provision and potential:

Explore - to identify unfulfilled needs and opportunities.

• 3rd Eye uses qualitative observational and dynamic discussion techniques to get closer to the consumer

• Select@ is our online approach to early idea sifting in order to isolate the most rewarding propositions

Discover - to determine how best to design ideas

• SenseLink combines our leadership in Consumer Sensory research to unearth which product attributes  drive desired emotions and ensure concept/product synergy

• BeneFactor is our marketing tool to determine the most influential physical and emotional consumer communication benefits. Ultimately it answers our clients most challenging question…what if?

Fulfil – to establish the extent to which your idea can sustain and grow

• Percept@ measures word of mouth potential, and coherency…are consumers motivated by the core benefits? does the proposition fulfil the intended needs, usage and occasions?

Creating new solutions is all about finding the

KidSpeak

MSTS understand the importance of getting the right kind of product guidance from the target audience that’s why we’ve developed KidSpeak. KidSpeak is a unique panel of children with great taste buds – screened for their ability to evaluate products. The children are experienced in tasting products and are able to discriminate between products giving you informed guidance.

The panel is convened into small workshops and provide both a quantitative evaluation of products coupled with a more exploratory qualitative style understanding of those products.

Expert Consumer Panel

MSTS understand the importance of involving the consumer at all stages of the product development process.  With this in mind we have developed an expert consumer panel because, from our experience in researching over 13,000 consumers a year, we have discovered that there is always a significant group of consumers who like or dislike all of the products tested in equal measure.  This may be a true reflection of how they feel but is more likely to do with their abilities to actually detect a difference between products.

MSTS have used our extensive sensory screening process to identify a group of expert consumers who have better than average sensory acuity and can therefore discriminate between products effectively and efficiently.

You can now access these consumers in small scale consumer product testing to assist your product development in a more informed way.

For more information call or email Yvonne Taylor or Jerry Thomas.

Tel: 01959 567323

email: yvonne@msts.co.uk   jerry@msts.co.uk 

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