©2009 tragon corporation all rights reserved material may not be reproduced in any form without...

©2009 TRAGON CORPORATION All Rights ReservedMaterial may not be reproduced in any form without written permission from Tragon Corporation

www.tragon.com

(800) 841-1177

Sensory Research in a Global Marketplace ASTM E-18, Standing Committee on Communication & Training

April 22, 2009

©2009 TRAGON CORPORATION All Rights Reserved Material may not be reproduced in any form without written permission from Tragon Corporation

Session of SpeakersOverview of Manual and Guest Speakers

2:30 to 3:00

3:00 to 3:30

3:30 to 4:00

4:00 to 4:30

4:30 to 5:00

Global Red Wine Research; A Case Study

Cristina de la Presa Owens, Ph.D., Foster’s Wine Estates Americas

Test Locally, Manage Globally; Speak to the Consumer in their Own Language

Chris Findlay, Ph.D., Compusense

Global Harmonization of Sensory Methods; What is “Fresh Milk?

Gail Civille, Sensory Spectrum

Testing Products Around the World

Edgar Chambers IV, Ph.D., Kansas State University

Interactive Group/Panel Discussion/Q&A

©2009 TRAGON CORPORATION All Rights ReservedMaterial may not be reproduced in any form without written permission from Tragon Corporation

www.tragon.com

(800) 841-1177

ASTM MNL-55-EB-DL 20812 International Consumer Product Testing Across Cultures and Countries


IntroductionWhere can I buy a copy of the manual?

• ASTM E-18 MNL-55-EB-DL 20812 • Download electronically full document or section by country

• Team of International contributors led by Alejandra Muñoz and Sylvia King• Special contribution from Dennis Passe and Laura Anderson

• See acknowledgements

• Two Sections• Main Document – General Principles

• Individual Documents – by Country


Sensory’s Role in Understanding BehaviorSelected Quotes

• “The impact of culture on preference is immense.” (Suknark et al., 1998)

• “The biggest concern is … developing appropriate descriptive terminology of characteristics perceived by different ethnic groups” (Karahadian, 1994).

• As Pring 1981 stated, “Careful consideration is required before conducting work overseas, and a greater preparedness for compromise and flexibility needs to be exerted than is necessary in home markets.”


PurposeIncrease Awareness Among Sensory Professionals

• Tremendous growth in multi-national business

• Companies need tools to understand consumer behavior, preferences

• Sensory researchers should understand the “National Character” : • Diet

• Heredity

• Culture

• Religion

• Ecology

• Literacy Rate

• A scientific approach to sensory and consumer research can provide tremendous insight for the business.


What’s IncludedManual Components

• Government Regulations

• Cultural Customs

• Product Procurement and Shipping

• Facility Challenges

• Vendor or Research Partner

• Recruitment Methods and Questionnaire Design

• Test Protocols, Design, and Execution


Overview of Manual17 Countries Included

• Argentina

• Brazil

• Canada

• China

• France

• Republic of India

• Japan

• Republic of Korea

• Mexico

• The Netherlands

• New Zealand and Australia

• Philippines

• Poland

• Spain

• Thailand

• United Kingdom

• United States


International OrganizationsReference Lists

• AEMRI—Association of European Market Research Institutes

• ALAMO—Latin American Association for Marketing and Opinion Research

• AMA—American Marketing Association

• APMF—Asia Pacific Marketing Federation

• EFAMRO—European Federation of Associations of Marketing Research Organizations

• EFMA—European Financial Management and Marketing Association

• EMC—European Marketing Confederation

• EMRO—European Media Research Organization-Secretariat

• EPhMRA—European Pharmaceutical Marketing Research Association

• FIPP—International Federation of the Periodical Press

• IAA—International Advertising Association

• MACHK—Marketing Association of Chinese Mainland and Hong Kong SAR

• Marketing Research Institute International

• WAN—World Association of Newspapers

• WAPOR—World Association for Public Opinion Research

• WFA—The World Federation of Advertisers

• WMA—World Marketing Association


Universal Sensory Test Issues Minimize Errors

Consider sources of variability and work to minimize errors in testing.• Competitive Array

• Raw Ingredients

• Manufacturing Facilities

• Manufacturing Equipment

• Manufacturing Methods

• Distribution Channels

• Target Consumer Groups

• Test Environment & Facility

• Preparation and Usage

• Packaging

• Shipping

• Storage Conditions


Research ConsiderationsDo you need a travel agent?

• Participation compensation

• Literacy rates

• Security issues and personal safety

• Environmental conditions

• Holidays and school schedules

• Facilities – lighting, plumbing, electricity, etc.

• Recruiting and data collection

• Gender

• Socio-economic class

• Protocols


Language City State

Bengali Kolkata (Calcutta) West Bengal

Telugu Hyderabad Andhra Pradesh

Marathi Mumbai (Bombay) Maharashtra

Tamil Chennai (Madras) Tamilnadu

Gujarati Gandhinagar Gujarat

Kannada Bangalore Karnataka

Malayalam Trivandrum Kerala

Oriya Bhubaneshwar Orissa

Punjabi Chandigarh Punjab

Assamese Guwahati Assam

Language DiversityDid you know that India has 22 recognized languages?


The 9-Point Hedonic Scale Language Diversity

English Brazil (ABNT 1998) Hindi Canadian

Like extremely Gostei extremamente “Bahut adhik pasand hai”

I like it, eh?

Like very much Gostei moderadamente

“Bahut pasand hai”

Like moderately Gostei regularmente “Thoda pasand hai”

Like slightly Gostei ligeiramente “Thoda sa pasand hai”

Neither like nor dislike

Não gostei nem desgostei

“Na to pasand hai na hee napasand hai”

And . . .

Dislike slightly Desgostei ligeiranemte

“Thoda sa napasand hai”

Dislike moderately Desgostei regularmente

“Thoda napasand hai”

Dislike very much Desgostei moderadamente

“Bahut napasand hai”

Dislike extremely Desgostei extremamente

“Bahut adhik napasand hai”

I don’t like it so much, eh?


Beyond Product TestingMeeting Consumer Expectations

Sensory should guide the business in various aspects of consumer behavior.

According to Zimmerman and Szenberg 2000: “to compete successfully in the international marketplace, all firms need information about foreign market cultures, consumer preferences, perceptions and values p. 158.”

• Chevrolet ‘Nova’ means ‘doesn’t go’ in Spanish

• The Japanese beverage “Pocari Sweat” initially failed in US; now known as Pocari

• Fiat, a sporty Italian auto, called “Uno”; translates to garbage in Finnish


ASTM InternationalMNL-55-EB-DL 20812

This manual is a valuable guide for conducting global sensory research.

Thanks again to all participating E-18 members and International collaborators!