Design – Analysis – Interpretation: Getting Sensory Research Right
Wednesday, September 17 — 2:30 p.m.–4:00 p.m.
Presidio Ballroom
Workshop Chairs: R.Baker, Procter & Gamble; V.S.Mialon, MMR Research Worldwide
Sensory professionals and statisticians have a significant impact on business decisions, such as product formulation and reformulation and new products launches. Recommendations must be supportable and evidence-based, while maximizing the insight that can be gained from the research. Careful considerations are necessary to ensure the collection of data efficiently addresses the business problem, and to use that data appropriately to inform the business question at hand. These considerations include careful selection and application of experimental protocols, implementation of sensory best practices, proper statistical treatment of data, knowledgeable interpretation, and impactful communication. This workshop explores some of the real-world challenges that arise when attending to such details.
Aligning research design with business objectives: Case studies
Bill Raynor, Kimberly-Clark Corporation; David Hengehold, Procter & Gamble
Effective research provides relevant information to drive important business decisions. A critical first step is to identify the key objectives of the research as they relate to the decision at hand. Once the objectives are clear, the challenge is finding a robust design to align with those objectives. This presentation utilizes several case studies to illustrate the considerations that drive our choices from the toolbox of sensory methods; the intent is always to most efficiently address the research question at hand in light of typical constraints (e.g., time, budget). By that, we highlight pros and cons of the respective methods. (Examples include difference tests and ranking procedures vs. conjoint methods, and time intensity vs. TDS approaches.)
Analysis of sensory data: Making the case for digging deeper
C.C. Gilbert, ACCE International; M. Chambault, Campden BRI (Chipping Campden)
In today’s fast-paced world, it is very easy to miss important insights from large sets of data in the rush to get results out quickly. Programs that automate the analysis of sensory and consumer data have simplified the task, but this can lead to a false sense of security in the results that are output. We should not ignore the importance of taking the time to understand the data using data validation and visualization techniques. Furthermore, the courage to go beyond the use of "routine" methods can lead to some of the best insights about the data. Using real-life examples, we will demonstrate various techniques that can be used to dig deeper into the data in order to make results more meaningful and actionable. Examples will show the importance of plotting the raw data prior to further processing, of carefully considering the composition/nature of the sample set evaluated, and of accounting for differences in scale usage. Strategic methods such as Alienation Analysis, Penalty Analysis, and Segmentation will also be discussed.
Influencing business direction and decisions: Research interpretation and communication
Frank Rossi and Davia Cunero, Kraft Foods Group
A well-designed study with an appropriately elegant analysis will suffer if poorly interpreted and communicated. Sensory professionals and statisticians sometimes fail to realize that communication of results tailored to the desired audience is most effective. Audiences include the technical and business communities as well as senior leadership. It is also important to consider the objective of the communication; are we informing, updating, or guiding the decision-making process? These considerations determine if, how, and where in the communication aspects such as tables, graphs, pictures, and words are best used to clearly present the answers to two key questions: “So What?” and “Now What?”
