Incorporating the consumer perspective into product development

Ultimately, the success or failure of a product will depend on what the consumer thinks of it, so it is essential to gather consumer information when embarking on product development. There are many ways of doing this, as Peter Burgess, Head of Consumer and Sensory Science, explains:

"Information can be obtained by asking people individually or in group discussions what they think, and by observing what they actually do in practice. These explicit questioning/ observational techniques can be complemented by more implicit measures, gained through methods such as conjoint analysis and eye–tracking technologies. The latter can be used to investigate what is likely to secure consumers' attention at point of purchase or when choosing between competing products.

We have recently used qualitative discussion groups involving enabling and projective techniques to understand in depth consumers' awareness, understanding and acceptance of health and nutrition–related information on product labels. Similar groups were also very valuable in eliciting how elements of product packaging in general were associated with a product's sensory properties and functions.

How do we change behaviour?

Individual opinions can be obtained through carefully designed surveys and tasting sessions, and also through the use of Projective Mapping – in which consumers group and separate a number of products, based on their views of the products' similarities and differences. We are also using more advanced analytical techniques, such as survival analysis, to model product features such as extending shelf life.

Ultimately, it is what people do in practice that counts. As well as directly observing behaviour, we have recently assessed different intervention techniques to see if behaviour can be changed – specifically to encourage uptake of sustainable options."

Contact: Peter Burgess
+44(0)1386 842122
peter.burgess@campdenbri.co.uk