Consumer Acceptability of Products
Editor's Note: Curion and Kraft Heinz's webinar on February 23, 2022, discussed how Curion helped Kraft Heinz understand how their consumers might accept a product. Duration: 45:00.
Launching a product in-market can cost millions of dollars only to fail due to lack of consumer purchase or repurchase. While lack of consumers’ enthusiasm toward a product can be attributed to poor product design, many products just fail to meet consumers’ expectations.
To design a highly appealing product, it is helpful to understand key attributes that relate to consumer acceptance and those that will help you differentiate your product from competitors.
Curion PROP™ is an experimental approach that pairs consumer liking data and product attribute intensity ratings to determine the most important sensory attributes that predict product preference. In other words, PROP™ will identify your product’s key competitive strengths and vulnerabilities.
Using Curion PROP™, Kraft Heinz was able to understand where they stood amongst their current competitors and retain their category lead under the Oscar Mayer brand.
Key Takeaways:
- Curion PROP™ is available to every company in the product development process.
- Learn key steps that are involved in the Curion PROP™ process.
- Understand Curion PROP™ deliverables that aid in new product development and product reformulations.
Presenters:
- Zach Bosy, Senior Scientist – Sensory and Consumer Science at Kraft Heinz.
- Rebecca Maine, Director of Client Services, Curion.