ProdNet & ProdGist
Breakthroughs in Consumer Research
Our custom methods for understanding the product experience use advanced consumer psychology and mathematical principles that are based on our own, peer-reviewed published research. ProdNet uses theories from consumer behavior and network analysis to discover and explain hard-to-find patterns in how people combine "things" together, where things can be foods, flavors or other attributes. ProdGist captures split-second product impressions to explain an important dimension of the product experience that has never been captured before. Both methods can be combined with BaSIC, our product landscaping tool, CBCA or other market research methods in order get a complete picture of the consumer experience.
- What are the best combinations of flavors to use in my food/beverage?
- What are the best combinations of entrée/starch/vegetable/dessert to assemble in a frozen meal?
- Where are the best combinations of toppings to put on our line of frozen pizzas?
- What is the best combination of product claims to put on a package?
The old way of determining optimal combinations of things is to use focus groups, trend-research or quite often the "company expert!" The first time ideas reach a consumer is after expensive front-end R&D is almost over. ProdNet, as part of competitive research or front-end R&D, lets the consumer tell your team what they want, providing a natural screening tool. By going to the consumer early on, the probability of successful concepts will increase, and the time and effort stuck in the expensive, iterative process of new product development will decrease.
What ProdNet Offers Our Clients
- An interactive screening tool that puts the consumer front and center early on in the new product development process.
- Cost savings in terms of less time wasted in the expensive, iterative ideation/front end process.
- Discovery of combinations that are consistent with consumer patterns of preference, but not necessarily known to the consumer already!
- Is my product's (subconscious) message consistent with its positioning?
- What features of a product subconsciously contribute to expected price and flavor perception
- How can I increase the impact of product design?
Most consumer studies focus only on contemplative decision making processes, e.g. the choice based conjoint task. However, the average American is bombarded by over 1000 cases of branding every day, most of these for a split second. Further, when faced with an unsure decision in the grocery store, a consumer will spend less than 8 seconds contemplating alternatives. During these fleeting moments of consumer-product interaction, each product is making an impression on the consumer. It is very important that these short impressions be not only understood, but also consistent with the concept, flavor and other attributes of your product to maximize the impact.
- Gaze fixation cross
- 100 millisecond product flash.
- Questions about image
What ProdGist Offers Our Clients
- An understanding of the consumer's subconscious impression of your product.
- The ability to predict what features of your product contribute to overall impression, need states, price positioning (e.g. economy vs. premium) and expected attributes (e.g. flavor).
- When combined with a Choice Based Conjoint task, you'll get a comprehensive consumer behavior model that captures all of the multifaceted determinants of product choice.
Why in4mation insights?
The Benefits of Integrating Bayesian Modeling & Sensory Testing
- By using flexible experimental designs, we eliminate the need for every respondent to evaluate every brand and still achieve reliable results, yielding substantial cost savings for field research!
- BaSIC looks beyond liking to understand the true drivers of choice by creating a link between hedonic / preferred sensory profiles and individual differences between people: demographics, psychographics, consumption occasions, and existing repertoires/consideration sets.
- BaSIC also enhances and extends current practice by eliminating the error-prone stepwise process, simultaneously integrating analytics, sensory ratings, and liking, in one step.
- Because the consumer is at the heart of our model, we easily identify consumer preference segments and place them on the product landscape.
Linking the Power of the Consumer and Product Characteristics to Preferences
- We refine the product landscape map by identifying the demographics or occasion dynamics that influence the location of each person's ideal product.
- Product locations on the map are explicitly linked to sensory attributes, panel evaluations, and/or analytics.