USING HIGH‐LEVEL CONSUMER‐RESEARCH METHODS TO CREATE A TOOL‐DRIVEN GUIDEBOOK AND DATABASE FOR PRODUCT DEVELOPMENT AND MARKETING

Abstract

ABSTRACT We present aspects and data for a tool‐driven database for marketing and product development, which are publicly accessible. The objective is to create a method whereby knowledge of concepts and products can be archived using overviews of a specific product category. The first phase of the database comprises systematic analysis of product concepts, which contain elements dealing both with features and emotions. The concept phase provides an idea about responses to statements about product features, along with responses to emotional elements and brands. The second phase comprises an analysis of the competitive frame of products, even before systematic product development is initiated. This second phase identifies expected and thus reasonable ranges of product‐sensory features, levels of acceptance of typical products, relations between liking and sensory attributes and segmentation of sensory preferences. Together, the two phases provide a guide to product developers new in a category, archive current knowledge and provide a sourcebook for marketers and developers alike, which is accessible using research tools. The two phases allow product development to become more scientific, more based on common experience rather than individual expertise and thus more efficient, without compromising corporate knowledge of specific ingredients, processes or business opportunities.