Punch line: Why do two identical-looking products that get the same score in acceptability tests, perform wildly differently in the marketplace?
“Emotional research ” tries to find out why, and create profiles of prime prospects.
Excerpted from CPGmatters “Kraft Foods Develops ‘Emotional Profiling’
Kraft Foods has been developing a sophisticated new science of “emotional profiling”.
Kraft has been working on emotional profiling for three years as part of its sensory and consumer-testing work.
“The theory behind emotional profiling is uncovering the difference between ‘liking’ something and ‘preferring’ it.”
“The idea is fairly basic.
Even if an individual likes two different products, they may still prefer one over the other.
We’re trying to figure out that difference or gap so that we can make the best possible products that consumers will truly prefer.”
Traditional research tools may not be enough to capture the implications of emotion on food shopping.
“We use emotional research to define unique points of difference and create a new hierarchy of attributes that go beyond ‘liking.’
Qualitative research usually includes in-depth interviews exploring sensory reactions with target customers who represent a variety of positions along the brand-loyalty scale.
So, tell me again why kids love artificial-looking, artificial-tasting Kraft mac & cheese …
The Homa Files 
Leave a comment