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RapiTests for Sensory


RapiTests for Sensory Sensory Box Installation Art by Superbien Contact: Alexandre Khan _at_ One World Research (1WR) Tel: 44 (0) 20 7099 4801, Email:alexandre.khan_at_1WR ... – PowerPoint PPT presentation

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Title: RapiTests for Sensory

RapiTests for Sensory
Sensory Box Installation Art by Superbien
Contact Alexandre Khan _at_ One World Research
(1WR) Tel 44 (0) 20 7099 4801,
Emailalexandre.khan_at_1WR.net, Internet
  • Combines internet with in situ exposure of
  • Central Location (CL) based
  • Uses either incentivized
  • street intercept respondents
  • screened expert consumers
  • Adapted to different sensory evaluation methods
  • Conducted in major cities of Europe and worldwide
  • Can standardize approaches, questionnaires and
    questions, to compare, transpose results, through
    data-mining and knowledge base (ExtenSights)

Half way between assessors and consumers
  • Fast results are available when fieldwork is
  • Quality of central location testing with
    supervisor presence, and speed and advantages of
    internet research
  • Ability to show products, labels and other
  • Available in most cities of Europe and the world
    (over 200 projects completed in 40 locations on
    all continents)
  • Flexible probing further where needed, can
    sequence tests to screen out alternatives
  • Integrated project, questionnaire/questions in
    different languages, standardization
  • Cost effective

Questions RapiTests address
  • How is my product, variant liked, also when
    compared to other products? What are the key
    drivers of consumer liking?
  • Which formulation has a higher potential for
    launch? How can product formulation be improved?
  • Do consumers find my product different or similar
    to others? Why?
  • How do consumers describe its taste,
    characterizes its olfactory and/or taste
    dimensions, also in time during consumption or
  • How can I plan and get more out of consumer tests
    and better understand opportunities for a given
    category (preference mapping) ?
  • How can I access results instantly, combining
    quantitative criteria with qualitative depth

  • Combining central location with the flexibility
    and speed of the internet offer many
    methodological possibilities.
  • Uses either PP sequentially followed by data
    entry, PCs or CAPI (Android or iOS IPad)
  • RapiTests can either be adapted to existing best
    practices or use 1WR question and questionnaire
    advice, to suit your particular requirements.
  • 1WR has standardized questions for various
    sensory methods (see following Sensory method
  • Planning is required for regular or continuous

Adapted methods for different needs, requirements
Consumer / Expert Consumer Objectives
Free Sorting Creation of groups of similar products, which is quite easy and suitable when testing a larger number of products. It is possible to identify potential consumer sub-groups by the way in which they perceive, and thus better understand the individual reactions. Also enables comparisons between professionals, expert consumers and general consumers. Analysis Multidimensional scaling
Free Choice Profiling Profiling to profile, distinguish and map products. A monadic characterisation of a product by scoring, on a linear scale, several descriptors chosen by the consumer. Analysis Generalised procrustes analysis
QDA / DA (see example next slide) Quantitative Descriptive Analysis or profiling monadically characterises a product by scores, on a linear scale, through several consensual descriptors Analysis Principal component analysis (PCA)
Napping Projective mapping Position several products on a map according to their similarity (the closer, the more similar). Analysis Photo decryption, analysis
Consumers Expert Consumers Panel
An Example Quantitative Descriptive Analysis
Test (Preparation when no experts)
Test (QDA)
Attribute / vocabulary generating
Grid answering
Tie break among alternatives
Although some sensory evaluation methods might be
complex and take some time for respondents to
complete, RapiTests speed ensure that results are
delivered very rapidly once fieldwork is completed
Adapted methods for different needs, requirements
Consumer Objectives
CATA (Check All That Apply) Quickly assesses, profiles and maps products through potential sensory attribute choices (without scaling) Analysis cross tabs factorial analysis
Repertory grid Elicitation process to generate vocabulary differentiating a product from the others
JAR (Just About Right) scaling and Ideal Profile Method JAR measures levels of a products attribute relative to a respondents theoretical ideal level. These scales have an anchored midpoint of just about right or just right. Wit Ideal Profile Method, scaling of several products on a set of relevant sensory attributes (both perceived and ideal intensity is asked) and on hedonic aspects.
Expert Consumers Panel
Expert Consumer Objectives
Flash Profile Comparative characterisation of several products by ranking, on a linear scale, several descriptors chosen by each assessor.
TDS (Temporal Dominance Sensation) Obtains a sequence of the dominant sensations occurring in mouth/usage/ during consumption of the product. TDS is found to better enhance the sequence of sensations over time.
  • Depending on the method, intercept respondents
    may be between 80 or 150 per sample, i.e. if
    testing a new product versus an existing, 2
    matched samples of 100 respondents will be
  • Larger samples can be used to compare early
    adopters with more traditional consumers or
    screen various alternatives in a tie-break
  • Quotas are generally used on gender and ages,
    with some brand/product usage, and for panellists
    olfactory/gustative and articulate skills
  • Regarding screened expert consumers, some
    methods like TDS and QDA respectively require
    samples of 30 and 15.

Outputs examples
Analysis conducted in collaboration with
The significancy tests (t-test) compare measures,
and are suitable for small samples. To get a
t-test for example on the extent of the
preference we divided the mean measure by the
standard error.  When a red letter is placed next
to a measure, it means it is significantly higher
to the other measure of the indicated
column(s). Lower case characters (i.e. b) show
significant superiority for a 90 Interval
Confidence, upper case at (i.e. as above B) 95
Norms, modelling KB
  • 1WR proposes to manage different RapiTests to
  • Enable benchmarks of product tests, offering
    guidelines to help improve question formulation,
    questionnaire design and methods
  • Model to better understand consumer demands,
    competitor strengths and weaknesses,
    opportunities, and in general consumer liking

ExtenSights offers context based insights that
are extracted from a common knowledge base -
allowing reuse of data across different products
while protecting both proprietary data and
confidential customer information - making
sophisticated market intelligence accessible,
also to non researchers internally and externally
for client relations, as a proactive service to
support NPD
  • ARGENTINA (AR) Buenos Aires, Cordoba
  • AUSTRALIA (AU) Sydney, Canberra and Brisbane
  • AUSTRIA (AT) Vienna
  • BELGIUM (BE) Brussels
  • BRAZIL (BR) São Paulo, Rio de Janeiro, Salvador,
    Belo Horizonte, Fortaleza
  • CANADA (CA) Toronto , Ottawa, Montreal
  • CHINA (CN) First tier cities Beijing, Shanghai
    and Guangzhou/Second tier cities Shenyang,
  • DENMARK (DK) Copenhagen and Aarhus
  • FRANCE (FR) Paris, Lyon, Bordeaux, Marseille
  • FINLAND (FI) Helsinki
  • GERMANY (DE) Hamburg, Düsseldorf, Cologne and
  • GREECE (GR) Athens, Thessaloniki
  • INDIA (IN) Mumbai, Delhi, Kolkata, Chennai
  • ISRAEL (IL) Tel Aviv
  • ITALY (IT) Milan, Rome
  • JAPAN (JP) Tokyo and Osaka.
  • KOREA SOUTH (KR) Seoul, Pusan
  • MEXICO (MX) Mexico, Ecatepec, Guadalajara
  • MOROCCO (MA) Marrakech
  • NORWAY (NO) Oslo
  • POLAND (PL) Warsaw
  • PORTUGAL (PT) Lisbon, Porto, Coimbra
  • RUSSIA (RU) Moscow, St Petersburg
  • SENEGAL (SN) Dakar
  • SPAIN (ES) Madrid, Barcelona, Valencia
  • SWEDEN (SE) Stockholm, Goteborg and Malmö
  • SWITZERLAND (CH) Geneva, Zurich
  • TURKEY (TR) Istanbul, Ankara
  • UAE (AE) Dubai
  • UK (UK) London, Birmingham, Bristol, Glasgow
  • USA (US) Miami, New York, Chicago, SF, Dallas

In-depth Qualitative Option
  • Selected articulate respondents (generally 10)
    can be asked to explain their answers and
    indicate more in detail the reasons of their
  • For example on
  • Likes/dislikes reasons and prompted understanding
  • Attribute support and explanations
  • Relevance, uniqueness, like diagnostic
  • Tie-break explanations
  • Projective techniques

In depth diagnostics
  • Depend upon
  • the incidence to recruit respondents (generally
    between 50 to 30)
  • the duration of the questionnaire (generally
    between 15 min to 30 min)
  • the cities where tests are conducted
  • the necessity of special equipment (slide
    projectors or film projectors)
  • the number of tests

Co-ordination Offices in London, Vauxhall
  • Alexandre Z. Khan, Director
  • Alexandre acts as coordinator for new projects,
    methodologies and techniques. As background,
    Alexandre is a statistician and IT specialist and
    has lectured MR in various universities in Europe
    such as HEC Group and Insead. Alexandre started
    in MR in 1983 and was formerly Chairman of
    Pretesting Europe, a market research agency
    involved in quantitative copy testing. In 1994,
    Alexandre acted as a volunteer of an
    International Non Profit organisation with a
    group of international market researchers
    providing research to support basic education in
    South Asia and Africa ( (World View Literacy
    Information Research, Paris and New Delhi).
    Since 1999, as Director of 1WR Alexandre has
    helped develop RapiTests, a quick turnaround
    tests for product/ad/concept/pack/design,
    developed TrendSetters for new product
    development as well as other innovative services.
    Alexandre's international experience includes
    projects in North America, Europe including
    Eastern Europe and Russia, Latin America, South
    East Asia, South Asia, Middle East countries and
    Africa. Alexandre is fluent in most ad 'hoc
    systems and has strong IT backing. In 2007,
    Alexandre founded an interagency flexible
    platform that co-ordinates consultants and
    agencies around the world under a common business

Field Coordinators Team
  • Michaela Klenkar, Coordinator Nordic Area
  • Michaela started to work in Stockholm in 2006.
    With more than eight years in the market research
    industry and a high international experience,
    Michaela coordinates RapiTests in Scandinavian
    markets. Michaela is originally from Germany
    where she started to work for the MR industry,
    moved on to London for another 6 years and since
    lives in Stockholm.
  • Petrana Valentinova, Coordinator Spain, Portugal
    and LatAm markets
  • Petrana coordinates studies in over 24
    countries, helping to liaise and prepare reports
    in both English and Spanish. She monitors studies
    in the different countries participate in
    projects for the European Union with the
    Department of International Technology
    Cooperation Programmes. She has experience in
    conducting interviews, desk Research for various
  • Ivana Dragicevic, Coordinator Central Europe
  • Ivana has diplomas in Interior Design,
    Anthropology and Journalism. She coordinates
    field teams in Europe, Russia and neighbouring
    markets. Previously, Ivana has held
    responsibilities as business assistant arranging
    international and marketing activities with
    agencies, also researcher at Denting, Zagreb. In
    addition, Ivana has handled Internet research
    projects for other agencies as well as 1WR.
  • Rabia Ouchiha, Coordinator MENA markets
  • Rabia has supervised qualitative projects in
    Algeria and is involved with fieldwork
    co-ordination MENA markets. Rabia has a PhD in
    industrial marketing. Rabia was trained
    agricultural technicians in Cheraga Algiers from
    1998. She has also worked for an import company
    base for food and health sectors, in charge of
    sales, and has some training experience for the
    soft drink industry having worked Ifri a mineral
    water of Bejaia.

IT Support Team
  • Andy C Collins, Quantitative Analysis and Systems
  • After qualifying in Computer Science at College,
    Andrew has gained over 30 years experience
    working with computer software in the Market
    Research arena. Andy has continued to design and
    develop software for Market Research and for the
    last 15 years has concentrated on user-friendly
    packages. Andrew is a long-standing member of the
    Market Research Society in the UK and is a keen
    supporter of open systems for MR.
  • Hans van Hooft , Quantitative CAWI Systems
  • Hans studied Information Sciences at the
    University of Nijmegen. After that he started
    working as software engineer for a Dutch CRM
    software provider. In 1995, Hans co-founded IDfix
    software. Since then, Hans has been primarily
    engaged in the development and support of this
    product. During that period, he has gained a lot
    of experience in the area of market research.
  • Gerasimos Tzoganis, Developer CAPI Systems
  • Gerasimos, MSc in Computer Science and
    Technology University of Patras, School of
    Engineering, Computer Engineering and Informatics
    Department handles CAWI scripts, especially
    transposing various question types and procedures
    for mobile devices.
  • José Luis Delmas Garrido , Data-mining
  • José Luis is licensed in statistics and
    operational research from University of Madrid,
    Mr. Delmas Garrido has participated in various
    workshops on data-mining and other related
    fields. Currently Senior Consultant, he has
    previously headed studies at TNS and other
    leading Spanish market research agencies.
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