Icing on the Cake

How can research make sweeter returns for the food and beverage industry?

Case Studies: Food & Beverage

A world renowned advertising agency sought to identify the communications “hot buttons” and hone in on the ad strategy for securing a major new account.  After leveraging IdeaMap, the agency was able to pin-point optimized messages to scientifically prove their knowledge about the prospect client`s category.  They became agency of record for a $20 million account from the incumbent agency which had it for 10 years!advertising featured image

More Resources From Dr. Howard Moskowitz

Food & Beverage Studies

Orange Juice Packaging

A major orange juice producer wanted to enhance the impact of the graphic design on their carton.  The i-Novation and Client teams developed 37 different options, including variations in color, picture, claims, flags, etc. 

Leveraging our web-based StyleMap.Net program, we identified the contribution of each styling option.  In doing so, two unexpected consumer segments of consumers emerged:  one which responded to health messages and the other to nutrient additive messages.  Interestingly, these same groups also exhibited different responses to non-text (graphic) features. 

The client was delighted to have identified “new” target consumers and continues to leverage the research study database as a means of extracting new ideas.

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Coffee Packaging

A Global Consumer Food Company approached i-Novation with the need to creating a compelling new generation of coffee packaging.  The project objective was to identify the different graphic features of the package along with the most effective type of container seal.  

Our customized StyleMap testing tool formed 38 different graphic combinations.  Additionally, the program rapidly identified the specific impact of each graphic feature and each type of sealant technology.  These discoveries were made in the context of consumer acceptance and perceptions around product positioning statements of “modern” and  “maintains quality.”

The package was assembled and marketed with enormous success.  Even today, six years later, the StyleMap data is still being mined to create the company`s next generations of coffee packages.

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Communications Benefits and Segmentation of Snack Foods: Case Study of Olives Using Conjoint Analyses

Research was conducted using conjoint measurement methodology to identify consumer reaction to various communication and product attributes of snack foods and to determine specific product attributes that lead consumers to crave these foods. ‘Craving” is an illusionary term that would benefit from qualification. Olives, as a snack food, were analyzed in greater detail in order to quantify what consumers mean when using the term ‘craving.’ Thirty-six attributes were tested. Results from this analysis identified five highly-rated concepts with possible market application; three segments of consumers’ perception that are labeled classic, elaborates, and imaginers; and that a self-described state of hunger, age, and gender can affects results. 

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Psychophysics of sweet and fat perception in obesity: problems, solutions and new perspectives

Psychophysical comparisons seem to show that obese individuals experience normal sweet and fat sensations, they like sweetness the same or less, but like fat more than the non-obese do. These psychophysical comparisons have been made using scales (visual analogue or category) that assume intensity labels (e.g. extremely) which denote the same absolute perceived intensity to all. In reality, the perceived intensities denoted by labels vary because they depend on experiences with the substances to be judged. This variation makes comparisons invalid. Valid comparisons can be made by asking the subjects to rate their sensory/hedonic experiences in contexts that are not related to the specific experiences of interest. Using this methodology, we present the evidence that the sensory and hedonic properties of sweet and fat vary with body mass index. The obese live in different orosensory and orohedonic worlds than do the non-obese; the obese experience reduced sweetness, which probably intensifies fat sensations, and the obese like both sweet and fat more than the non-obese do. Genetic variation as well as taste pathology contribute to these results. These psychophysical advances will impact experimental as well as clinical studies of obesity and other eating disorders.

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Using Mind-Set Information About Health, Pleasure and Function to Understand Consumer Choices in Bottled Water

The objective of this paper is to demonstrate that databases of consumer mind-sets, created by experimental design, can be combined and analyzed to identify new product opportunities for foods and beverages. Methodology/Approach: This paper analyzes responses to test concepts about bottled water from five different mind-set databases (Crave It! 2001 for adults, teens; Drink It! 2002 and 2004; Healthy You! 2003), each focusing on a different aspect of food/drink, but each containing a study about bottled water. The databases combine conjoint analysis with extensive classification, which generate parallax views about bottled water from different vantage points. Practical Implications: Based upon strong performance of specific elements across databases for different end-uses, the analyses suggest that a market exists for bottled water containing strong health benefits, as well as a strong opportunity for functional bottled water specifically targeting younger consumers. Originality: The paper presents a unique new approach to understanding the mind-set of consumers by combining information from concept databases.

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