What are US consumers looking for in cooking sauces.

1. Industrial-strength Knowledge Development
for the Sensory Description of Food Products
Howard R. Moskowitz, Ph.D.
Linda Ettinger Lieberman, M.Ed.
© 2013 Moskowitz Jacobs Inc.

2. What Consumers Want From Industry
Regarding Cooking Sauces
In 21st century post-depression America,
industry must meet stronger consumer
demands for cooking sauces.
A lot of focus will be on price and value of
product features.
What resonates with consumers?
What will command higher prices?

3. Topics
Psychological foundations …
• Empathy ... the mine of ideas
• Experiment ... the acid test
Running the experiment
• What do consumers want and prize?
• Different mind-sets, major opportunities

4. Empathy and Experiment™ : Psychology of
empathy and the science of experiment
Where do we begin?
• For more than 100 years, researchers recognized
a need for a deeper psychological understanding
of consumers.
• Most marketing/communication efforts remain
peripheral/superficial.
. Focusing on what, not on the person

5. • 5 KEYS™ EMPATHY … holistic qualitative research
paradigm emerging from business
• Attempts to explore the psychic apparatus of consumers in
various dimensions.
• The researcher uses one/ a hybrid mix of qualitative
techniques
•These methods engage consumers, elicit responses,
generate insights.
• One of many disciplined, qualitative processes used
by consumer researchers
Empathy provides ideas … the raw
material for our experiment

6. RUNNING THE EXPERIMENT
• Extracted ideas are the basis of the stimuli to be tested.
• Both objective (topical) and subjective (experiential)
insights used to create elements to be used in vignettes.
• Run structured tests which mix /match elements (ideas).
• Discover messages about products/services, what floats
to the top.
• Create a typing tool.

7. RULE DEVELOPING EXPERIMENTATION®
(RDE)
• RDE:
o Foundation for Mind Genomics® IdeaMap®.net
o Modeled on the science of genomics and
technology of informatics.
•The three roots of RDE:
o Experimental psychology
o Driving power of business
o The world-view of social science

8. DEVELOPING SURVEY STIMULI AND QUESTIONS
What
Consumers
Demand
and Will
Pay For
ANALYZING SURVEY RESULTS→ Mind Genomics® IdeaMap®.net
INTERNET invitation
Mind Genomics®
IdeaMap®.net
SURVEY
IDENTIFYING OUR TARGET
MARKET
Total
Sample
Seg 1 Self
Driven Online
Banking
Seekers
Seg 2
Technology/
High Security
Seekers
Seg 3
Collaborative
Online Seekers
Seg 4 Personal
Touch with
Technology
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an
online working session with an expert such as investment broker,
insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant
messaging
1 6 -4 -3 0
ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when
entering a branch so we can recommend appropriate bank
products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident
that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident
that live help is available if you need it
MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES
The steps of the process

9. Raw materials: Elements – 1 of 2

10. Raw materials: Elements – 2 of 2

11. Elements combined into vignettes
3-4 elements treated as one message
Rated on ‘pleasing the reader’

12. Elements combined into vignettes
3-4 elements treated as one message
Rated on ‘how much willing to pay’

13. The instruction page
Web-based survey interview

14. Broad range of people
Base of 304 respondents
Gender: 44% Male; 56% Female
Age: 38% 18-29; 30% 30-44; 24% 45-64; 8% 65+ yrs.
Nationality: American
Family Status: 34% Single; 5% Married; 61% Other
Children < 18 yrs.: 29% No Children < 18 yrs.; 71% Children < 18 yrs.
Annual Income: 35% < $30K
59% > $30K but <$100K
6% > %100K
Education: 0% Elementary/Middle School
12% High School
68% Some or Completed College
16% Graduate or Professional School
4% Miltary
Ethnicity:
49% Caucasian; 16% Black; 17% Asian; 17% Hispanic;
.5% American Indian;.5% Middle Eastern
Neighborhood: 49% Rural/Suburban; 51% Urban

15. •Each respondent rated 48 vignettes
•Vignette first rated on ‘pleased’ – 9 point scale
•Vignette then rated on ‘dollars extra would pay’ –
$ select
•Let’s look at the slope of the simple equation:
Pay-Extra$ = a + b (Pleased)
Will people pay more for vignettes
which ‘please’ them?

16. What about the elements?
• Which elements please?
• Which elements command more money?

17. Reading the Numbers
• Pleased = probability that a person will be pleased
(rating 7-9) when the industry announces a specific policy
• Constant = baseline of % being pleased without any
elements in the vignette
• Each element contributes its own percentage of people
being pleased
• Dollar value = incremental dollars a person would pay,
over and above the specified $ 3.50 purchase when the
element is introduced into the vignette

18. Relation between the impact or part-worth value of a sauce
element and the dollars that the element would command

19. What pleases people most…
And how much extra money will they pay?

20. Segmentation Typing Wizard

21. The Typing Wizard for the Cooking Sauce Study and
What to Say versus What to Avoid for Each Segment
Consumer Type 1: Variety/Flavor Lovers
Things to say:
• Available in creamy textures: cheese, ranch, alfredo, etc.
• Available in tomato-based varieties: Italian marinara, basil, garlic,
pizza, etc.
• Available in regional flavors: Southwest, Cajun, New England,
Barbecue, etc.
• Available in spicy/hot varieties: Mexican chili/salsa, Indian
chutney/curry/
cardamom, etc.
Things to avoid saying:
• Foil-lined paper pouch is notched for easy opening
• Comes in a recyclable metal can
• Bag in a box is easy to use
• Aseptic (sterile) envelope keeps ingredients fresh

22. The Typing Wizard for the Cooking Sauce Study and
What to Say versus What to Avoid for Each Segment
Consumer Type 2: Packaging/Storage Convenience
Things to say:
• Aseptic (sterile) envelope keeps ingredients fresh
• Comes in a biodegradable pouch … Nothing left behind to harm
the environment
• Pour-over sauce … adds a finishing touch to create an attractive
dish
• Foil-lined paper pouch is notched for easy opening
Things to avoid saying:
• Available in sweet/savory varieties: Oriental/Chinese, Japanese,
ginger, wasabi, soy, miso, etc.
• Available in tomato-based varieties: Italian marinara, basil,
garlic, pizza, etc.
• Available in spicy/hot varieties: Mexican chili/salsa, Indian
chutney/curry/ cardamom, etc.
• Available in fish-based varieties: Vietnamese, Thai, Indonesian,
etc.

23. The Typing Wizard for the Cooking Sauce Study and
What to Say versus What to Avoid for Each Segment
Consumer Type 3: Eco-friendly, Vegetarian, Organic
Things to say:
• Comes in a biodegradable pouch … Nothing left behind to harm
the environment
• Vegetarian
• Aseptic (sterile) envelope keeps ingredients fresh
• 100% Organic
Things to avoid saying:
• Shelf stable until opened
• Refrigerate left-over preparation
• Fresh-chilled in store … refrigerate immediately
• Non-refrigerated … single – serve packets

24. Prospects for the Future
Creation of a normative database for dozens of
different classes of products in a supermarket
with two potentials:
1. Knowledge of the product
- What to create for each segment
- Segmentation shows developer what each
segment wants, in a conceptual way
2. Knowledge of the person
- In-depth knowledge from responses to
large sets of questions for many different
products in the supermarket
- Sequencing the mind of one person to the
minds of millions of current and prospective
consumers

25. For further information on
Empathy & Experiment™
Contact Moskowitz Jacobs Inc.
• call 914-421-7400
• e-mail mjihrm@sprynet.com
•Visit our website: www.mji-designlab.com
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