Methods for Product Mapping

Cost Efficient Methods for Product Mapping

(webinar length:  1h 7m)

Overview

Perceptual maps or pictorial representations of a set of products can help visualize the sensory similarities and differences in a group of related products. This information is useful for a variety of purposes such as a category appraisal or competitive product benchmarking. A variety of data types can serve as input to the statistical programs that produce such plots, such as trained panel (e.g. descriptive analysis) data or product ratings from consumers. Recently, a number of popular techniques have been studied that can derive maps from consumer data with minimal cost and minimal cognitive requirements on the participants. Two such techniques are product sorting, and projective mapping or napping. Napping (from the French nappe or tablecloth) is a simple technique in which consumers place products on a surface to represent how similar or different they are. Combined with Multifactor Analysis (MFA) this provides a powerful yet efficient technique for studying consumer perception. The insights from these techniques can propel marketing strategies as well as identify product development opportunities. This webinar will provide an introduction to methods of sorting and mapping, how the experiments are conducted, how the data are analyzed, and give several examples from recent scientific literature. The MFA freeware module in the R statistical language will be shown as one option for analysis.

Learning Objectives:

  • Understand the principles and techniques for making perceptual maps.
  • Obtain an overview of the mapping and sorting techniques.
  • Understand how mapping and sorting studies are conducted and analyzed.
  • Introduce the Multifactor analysis (MFA) procedure and how to use it in the R language.

Who will benefit:

  • Sensory evaluation and consumer testing professionals
  • Market researchers and marketing managers
  • Food scientists, technologists and product developers
  • Managers in the foods and consumer products industries
  • Statistical professionals and consultants dealing with consumer data


Presenter--Dr. Harry Lawless

Dr. Harry Lawless is Professor Emeritus of Food Science at Cornell University , where he has taught sensory evaluation and flavor science for 22 years. He is internationally recognized as a leading authority in sensory testing of foods and taste and smell research. Dr. Lawless is co-author of the leading textbook in sensory testing: Sensory Evaluation of Foods, Principles and Practices with Dr. Hildegarde Heymann of the University of California, Davis. Dr. Lawless received his PhD from Brown University and BA from Yale. He is the author of over 200 scientific papers and technical articles. During his professional career he has worked at the Monell Chemical Senses Center, S. C. Johnson Wax, General Mills, General Foods, Peryam and Kroll Research and the U. S. Army Natick Food Laboratories.

  • Item #: 0111cMap
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