Sensory Research in a Global Marketplace

1. Sensory Research in a Global Marketplace ASTM E-18, Standing Committee on Communication & Training April 22, 2009

2. 2:30 to 3:00 3:00 to 3:30 3:30 to 4:00 4:00 to 4:30 4:30 to 5:00 Global Red Wine Research; A Case Study Cristina de la Presa Owens, Ph.D., Foster’s Wine Estates Americas Test Locally, Manage Globally; Speak to the Consumer in their Own Language Chris Findlay, Ph.D., Compusense Global Harmonization of Sensory Methods; What is “Fresh Milk? Gail Civille, Sensory Spectrum Testing Products Around the World Edgar Chambers IV, Ph.D., Kansas State University Interactive Group/Panel Discussion/Q&A Session of SpeakersOverview of Manual and Guest Speakers

3. ASTM MNL-55-EB-DL 20812 International Consumer Product Testing Across Cultures and Countries

4. IntroductionWhere can I buy a copy of the manual? • ASTM E-18 MNL-55-EB-DL 20812 • Download electronically full document or section by country • Team of International contributors led by Alejandra Muñoz and Sylvia King • Special contribution from Dennis Passe and Laura Anderson • See acknowledgements • Two Sections • Main Document – General Principles • Individual Documents – by Country

5. Sensory’s Role in Understanding BehaviorSelected Quotes • “The impact of culture on preference is immense.” (Suknark et al., 1998) • “The biggest concern is … developing appropriate descriptive terminology of characteristics perceived by different ethnic groups” (Karahadian, 1994). • As Pring 1981 stated, “Careful consideration is required before conducting work overseas, and a greater preparedness for compromise and flexibility needs to be exerted than is necessary in home markets.”

6. PurposeIncrease Awareness Among Sensory Professionals • Tremendous growth in multi-national business • Companies need tools to understand consumer behavior, preferences • Sensory researchers should understand the “National Character” : • Diet • Heredity • Culture • Religion • Ecology • Literacy Rate • A scientific approach to sensory and consumer research can provide tremendous insight for the business.

7. What’s IncludedManual Components • Government Regulations • Cultural Customs • Product Procurement and Shipping • Facility Challenges • Vendor or Research Partner • Recruitment Methods and Questionnaire Design • Test Protocols, Design, and Execution

8. Argentina Brazil Canada China France Republic of India Japan Republic of Korea Mexico The Netherlands New Zealand and Australia Philippines Poland Spain Thailand United Kingdom United States Overview of Manual17 Countries Included

9. International OrganizationsReference Lists • AEMRI—Association of European Market Research Institutes • ALAMO—Latin American Association for Marketing and Opinion Research • AMA—American Marketing Association • APMF—Asia Pacific Marketing Federation • EFAMRO—European Federation of Associations of Marketing Research Organizations • EFMA—European Financial Management and Marketing Association • EMC—European Marketing Confederation • EMRO—European Media Research Organization-Secretariat • EPhMRA—European Pharmaceutical Marketing Research Association • FIPP—International Federation of the Periodical Press • IAA—International Advertising Association • MACHK—Marketing Association of Chinese Mainland and Hong Kong SAR • Marketing Research Institute International • WAN—World Association of Newspapers • WAPOR—World Association for Public Opinion Research • WFA—The World Federation of Advertisers • WMA—World Marketing Association

10. Universal Sensory Test Issues Minimize Errors Consider sources of variability and work to minimize errors in testing. • Competitive Array • Raw Ingredients • Manufacturing Facilities • Manufacturing Equipment • Manufacturing Methods • Distribution Channels • Target Consumer Groups • Test Environment & Facility • Preparation and Usage • Packaging • Shipping • Storage Conditions

11. Research ConsiderationsDo you need a travel agent? • Participation compensation • Literacy rates • Security issues and personal safety • Environmental conditions • Holidays and school schedules • Facilities – lighting, plumbing, electricity, etc. • Recruiting and data collection • Gender • Socio-economic class • Protocols

12. Language DiversityDid you know thatIndia has 22 recognized languages?

13. The 9-Point Hedonic ScaleLanguage Diversity

14. Beyond Product TestingMeeting Consumer Expectations Sensory should guide the business in various aspects of consumer behavior. According to Zimmerman and Szenberg 2000: “to compete successfully in the international marketplace, all firms need information about foreign market cultures, consumer preferences, perceptions and values p. 158.” • Chevrolet ‘Nova’ means ‘doesn’t go’ in Spanish • The Japanese beverage “Pocari Sweat” initially failed in US; now known as Pocari • Fiat, a sporty Italian auto, called “Uno”; translates to garbage in Finnish

15. ASTM InternationalMNL-55-EB-DL 20812 This manual is a valuable guide for conducting global sensory research. Thanks again to all participating E-18 members and International collaborators!