Sensory research China is a scientific research methodology that applies the principles of experimental design and statistical analysis to human senses (taste, smell, sight, touch, hearing). It can be used as a way to evaluate consumers’ perceptions on a product’s taste, color, smell, etc. Products are therefore at the heart of sensory research projects, and there are numerous applications of this: new product launches, product adaptation, product tastings, product testing, packaging, product profiling, product acceptance, and more. Product adoption is of particular importance in China. Companies that come to China with a product or concept directly imported from their home markets are rarely very successful. In China, taste preferences, and perceptions and acceptance of designs or colors are different. Language use and branding is also understood, perceived, and accepted in a variety of ways. Chinese culture is unlike that of any other country, and product localization (for most products) is crucial. Sensory research China is an effective and efficient tool that can aid companies in understanding the preferences of the Chinese consumer.
Daxue’s sensory analysis will allow you to optimize and adapt your product to the Chinese market by establishing the sensory positioning of your products in their competitive environment. Understanding your target markets’ preferences with different tools (such as the Preference Mapping Methodology) will help you develop localized products with adapted formulas and manufacturing processes. Qualitative information derived from the sensory analysis may also aid in increasing market share by testing the impact of your marketing material. Finally, it can also help you define the consistency of each product through time (shelf-life determination, quality follow-up, etc.).
Firstly, Daxue uses product profiling, a method whereby participants of a Focus Group measure sensory intensities to use as strength standards. Differences among certified products will be a relative measurement. This study helps us understand exactly what the profile of the goods best suit the Chinese consumers.
Our consultant team runs the acceptance tests with a hedonic scale (also known as the product liking test). The samples are presented to the group and rated by the testers on a 9-point scale ranging from “dislike extremely” to “like extremely.” This product acceptance test makes it possible to understand whether the products and the packaging of these commodities will be accepted by consumers compared to key competitors, and if not, what features may need some adjustment for local acceptance.
Daxue then runs preference tests, with the comparison of two samples to find which product was the participants’ favorite product. The final methodology has been very useful in determining the existence of differences between the two samples. This study helps us to identify which features and aspects of the products (flavor, pricing, promotions and advertising) Chinese consumers prefer. Click here to get more insights about the Chinese Sensory Analysis.
Our client, a well-known yogurt brand, wanted to know more about Chinese consumers’ acceptance for its soon-to-be launched product line in China. In this study, we used both Acceptance tests and Preference tests. We surveyed 70 members trained specifically on food product categories, divided into three different groups regarding their gender, age, income, location and family situation.
Daxue has provided recommendations for various industries within the F&B industry through testing products and packaging, and also testing materials for clients within the sports industry. These studies helped our clients determine product perceptions amongst Chinese consumers.
Profiling made it possible to understand how the product of our client was perceived (regarding taste, e.g. acidity level, sweetness, etc.) compared to competitors. Taste profiles of competitors were benchmarked to understand how local products are tailored to local consumers.
Blind tests were then conducted to determine the likability of the products. Our client’s product was presented for testing along with top identified competitors’. Respondents rated each product regarding their overall likability, and results were compared to understand which products stood out most to consumers.
Product preferences were also tested through blind tests. Respondents were asked to check products by pairs, and for each pair, to select their favorite. Final analysis of the results makes it possible to identify top preferred products.
Results of these last two tests (product liking and preferences) can then be cross-checked with the profiles of the products and feature previously mapped, and additional qualitative comments during the testing sessions. This allows Daxue to formulate recommendations and present them to the client, suggesting changes to recipes, features to adapt, packaging and positioning changes, and other adjustments.
To know more about our services, please contact our Consultant in China!