consumer and d product meet product meet Where Validation of - PDF document

consumer and d product meet product meet Where

Validation of ideal data using Multivariate Analysis: Validation of ideal data using Multivariate Analysis: the ideal products? Space as a link between the products and their preferences WORCH Thierry 1,2 , LÊ Sébastien 2 , and PAGÈS Jérôme 2 1 : OP&P Product Research, Utrecht, the Netherlands 2 : Agrocampus Ouest, Rennes, France g p , , OP&P Product Research Utrecht, The Netherlands

consistency of ideal data Product C Product C 8 8 Product A Product A Product D Product D 6 6 Product E Product E Liking score Liking score 4 4 L L Product B Product B 2 2 Product F Product F 0 0 0 20 40 60 80 100 0 20 40 60 80 100 Sweet intensity Sweet intensity 11013 3

Ideal Profile Method, in practice CONSUMER j H Ideal Sensory Sensory E Profile D Profile O O Before using the Ideal Profile data to improve the actual product, we need to validate this type of data! 11013 4

validation of the ideal data 1. Are the consumers able to describe their ideal correctly ? � are the ideal descriptions random or do they make sense? • internal validation (Worch et al., 2010b) i l lid i 2. Are the consumers consistent in their descriptions? � are the ideal products described by consumers “potential ideals”? � are the ideal products described by consumers potential ideals ? � are the ideals in accordance with the other descriptions of the actual products? • external validation 11013 5

validation of the ideal data 1. Are the consumers able to describe their ideal correctly ? � are the ideal descriptions random or do they make sense? • internal validation (Worch et al., 2010b) i l lid i 2. Are the consumers consistent in their descriptions? � are the ideal products described by consumers “potential ideals”? � are the ideal products described by consumers potential ideals ? � are the ideals in accordance with the other descriptions of the actual products? • external validation 11013 6

dataset used for illustration • 14 luxurious women perfumes • 103 Dutch consumers 103 D h • 21 attributes • overall liking 11013 7

consistency of ideal data • definition of the Ideal profile: � the ideal profile given by a consumer is the profile of a product, for which the particular sensory characteristics would maximize his appreciation of the type of particular sensory characteristics would maximize his appreciation of the type of product tested • how to check for consistency? h t h k f i t ? � the ideal should make the link between sensory and hedonic � investigate the relationship between hedonic data and sensory profile, within the consumers/ideal product space 11013 8

consistency of ideal data A attributes P actual products Hedonic Hedonic Id Ideal Profile l P fil J consumers (Illustrative) (Active) Sensory Profile Sensory Profile P actual (Illustrative) products 11013 9

consistency of ideal data • methodology in four steps: 1. Study of the variability of the ideal profiles 2 2. Relationship between ideal profiles and appreciation of the actual product R l ti hi b t id l fil d i ti f th t l d t 3. Relationship between ideal profiles and the actual product profiles 4. Relationship between the profiles and the appreciation of the actual products, within the ideal product space within the ideal product space • if the relationship between the sensory profiles and the appreciation of if th l ti hi b t th fil d th i ti f the actual products is strong, within the ideal product space, the ideal profiles are considered consistent 11013 10

definition of the ideal space A attributes Id Ideal Profile l P fil J consumers (Active) • one statistical entity represents the averaged ideal profile defined by one consumer 11013 11

definition of the ideal space 1 id f id_fresh h fresh and id_sweet_fruit more fresh/fruity fruity notes id_fresh_lem 8588 id_citrus id_green 10,0 id_vanilla ension2 (20.23 %) id_jasm id_caram id_camo 7,5 id_rose id_anis 0 id_honey id_nutty id_spicy id_int Dim nsion2 (20.23 %) 5,0 id_musk id_incense id_animal id_woody oriental notes oriental notes 2 5 2,5 id_leather id l th Dime id_earthy less intense on all 13645 attributes -1 2909 0,0 3242 3242 -1 1 0 0 1 1 more intense on all Dimension1 (29.16 %) attributes 10409 -2,5 13618 more oriental notes more oriental notes -10 -5 0 5 10 15 Dimension1 (29.16 %) 11013 12

ideal space and preference A attributes P actual products Hedonic Hedonic Ideal Profile Ideal Profile J consumers J consumers (Illustrative) (Active) 11013 13

ideal space and preference • the projection as illustrative of the variables of preference shows the link between the ideal profile and the preference of the consumers: � this link is measured through the correlation coefficient � thi li k i d th h th l ti ffi i t � if the correlation between the preference of a product p and the ideal intensity of the attribute a is positive and strong, then the consumers who described their ideal profile with a strong intensity on a also appreciate p more than the other actual profile with a strong intensity on a also appreciate p more than the other actual products. 11013 14

ideal space and preference fresh and 1 fruity notes id_fresh id sweet fruit _ _ id_fresh_lem id_citrus J’Adore and id_green JAdore(EP) Pure Poison PurePoison CocoMelle sion2 (20.23 %) JAdore(ET) PurePoison2 Pleasures Cinema LolitaLempicka 0 LInstant Dimens AromaticsElixir Chaneln5 Angel Shalimar Shalimar id_musk and Angel and Angel id incense id_incense Shalimar2 Shalimar2 id_woody id_animal id_leather id_earthy oriental notes -1 -1 0 1 11013 15 Dimension1 (29.16 %)

ideal space and preference appreciates 8588 10,0 more J’Adore and Pure Poison 7,5 %) ension2 (20.23 % 5,0 2,5 Dim 13645 2909 0,0 3242 10409 appreciates -2,5 more Shalimar 13618 and Angel -10 -5 0 5 10 15 Dimension1 (29.16 %) 11013 16

ideal space and sensory profiles of the actual products A attributes Ideal Profile Ideal Profile J consumers J consumers (Active) Sensory Profile P actual P actual (Illustrative) products 11013 17

ideal space and sensory profiles of the actual products • the projection as illustrative of the actual products shows the link between the ideal profile and the actual products: � each actual product is considered here as a particular consumer, who would have � h t l d t i id d h ti l h ld h the actual product as an ideal – Angel is a particular consumer who would have Angel as an ideal � the link between two ideal profiles is measured by the distance on the map � two consumers are close if they share a “common” ideal and are separated if their ideals are different ideals are different � hence, a consumer is close to an actual product p if his ideal profile is similar to the profile of p 11013 18

ideal space and sensory profiles of the actual products 10,0 7,5 0.23 %) 5,0 Dimension2 (20 2,5 JAdore(EP) JAdore(ET) Pleasures CocoMelle PurePoison Cinema LInstant PurePoison2 LolitaLempicka 0,0 Chaneln5 Shalimar AromaticsElixir Angel -2,5 Shalimar2 -10 -5 0 5 10 15 Dimension1 (29.16 %) 11013 19

consistency of the ideal data A attributes P actual products Hedonic Hedonic Ideal Profile Ideal Profile J consumers J consumers (Illustrative) (Active) Sensory Profile P act al P actual (Illustrative) products 11013 20

consistency of the ideal data • by definition, ideal is making the link between sensory and hedonic • the link is measured here by the relationship between sensory and hedonic , within the ideal space: � we expect that a consumer, who appreciated more the products he perceived as rather intense for an attribute a should describe his ideal profile as rather intense for a � in other words, a consumer who appreciated more an actual product p should describe an ideal with similar characteristics then p • in our case, this can be shown by the relationship of the same objects (actual products) seen through the different tables (sensory and hedonic) within the ideal product space 11013 21

1 consistency of the ideal data id_fresh id_sweet_fruit id_fresh_lem id_citrus 10,0 id_green JAdore(EP) PurePoison CocoMelle %) JAdore(ET) PurePoison2 PurePoison2 Dimension2 (20.23 Pleasures 7,5 Cinema LolitaLempicka 0 LInstant AromaticsElixir Chaneln5 %) mension2 (20.23 % 5 0 5,0 Angel Shalimar id_musk Shalimar2 id_incense id_woody id_animal id_leather id_earthy 2,5 JAdore(EP) JAdore(EP) Dim JAdore(ET) Pleasures CocoMelle PurePoison Cinema -1 LInstant PurePoison2 LolitaLempicka -1 0 1 0,0 Chaneln5 Dimension1 (29.16 %) Shalimar Angel AromaticsElixir -2,5 Shalimar2 -10 -5 0 5 10 15 Dimension1 (29.16 %) 11013 22