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Effectively using sensory science throughout the product creation life cycle |
D. CRAIG-PETSINGER, Kellogg Co., 1 Kellogg Sq., PO Box 3599, Battle Creek, MI 49016 As Product Development and Marketing functions are requiring new methods and tools to understand both products and consumers, the input of Sensory Science has expanded significantly beyond the “product development phase”. From the inception of an idea through in-market maintenance of product quality, the sensory professional can act as a strategic business partner by providing unbiased data to aid in corporate decision-making. The product creation life cycle has six key phases: pipeline and opportunity assessment; new product development; launch readiness; product introduction; and continuous product maintenance. In conjunction with established sensory tools, the sensory professional can employ several evolving techniques, such as ethnography, testing in natural consumption environments, and consumer-descriptive multivariate relationships, at various stages within the creation life cycle. The underlying foundation to the effective use of these tools is the relationship and role the sensory professional has with the project team. To better serve the needs of their internal corporate clients, sensory professionals need a fundamental understanding of marketing, finance and business processes. Additionally, they need the ability to communicate sensory results “beyond the numbers”, turning data into actionable information for risk management. This presentation discusses the tools that can be used by the sensory professional to develop a broader strategic business partner role within the organization. It also provides an overview of the evolution of sensory tools and resulting data through the progression of the product creation life cycle.
Session 39, Using sensory science to make actionable business decisions
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