Identification of sensory core factors to optimize product quality and customer satisfaction

Huber, Petra; Feusi, Yves; Cezanne, Marie-Louise

Publication type:	Conference other
Type of review:	Open peer review
Title:	Identification of sensory core factors to optimize product quality and customer satisfaction
Authors:	Huber, Petra Feusi, Yves Cezanne, Marie-Louise
et. al:	No
Conference details:	5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello di Urio, Italy, 6-7 September 2021
Issue Date:	7-Sep-2021
Language:	English
Subjects:	Kano model; Sensorial assessement; Cosmetic
Subject (DDC):	660: Chemical engineering
Abstract:	Introduction: Customers’ expectations are changing - which product features must be adapted to the needs; which features are particularly important? What does it mean for the sensory properties of a care product and is there a kind of hierarchy in the expectations of the individual attributes? At the same time, the research question was posed within the framework of a master's thesis, whether the optimization model according to Kano (developed in 1984 by Noriaki Kano) can also be applied to a consumer product such as care products? Material and methods: Eight emulsions with different sensory profiles were developed, with two identical emulsions being perfumed and unperfumed. The profiles were created by a trained expert panel (n=7). The subsequent acceptance test of the emulsions was carried out with a consumer panel (n=50) aged between twenty and thirty-five years (target "Millennials"). Based on the chosen protocols, the consumers were able to indicate sensory product characteristics by means of five Just-about-right (JAR) questions or 11 sensory and additionally 17 emotional/qualitative Check-all-that-Apply (CATA) questions. After statistical analysis (XLStats 2019) data were assigned to the three categories of customer satisfaction ("must-be", "one-dimensional", "attractive") according to the Kano model (after MacFie 2007). Results: It was interesting to note in the pre-evaluation that 62% of the target group would prefer unscented products. The most popular emulsion (point average 6.64) was perfumed (0.2% fragrance concentration) and even the least popular (3.52) was perfumed (4.64), which improved acceptance compared to the identical, unperfumed one. Sensory attributes associated with a high overall popularity among the target group of female millennials were "good spreadability" and "quick absorption", which was equated with "pleasant" and "caring" in the qualitative-emotional area. In relation to the categories according to Kano, these properties correspond to the "one-dimensional" effect on the overall product. This means that the expression of these attributes influences a positive evaluation in a linear way, the more pronounced the more popular and the higher the satisfaction. The category "attractive" means nice to have. Here, sensory correlated "refreshing", "silky-smooth" and were translated qualitatively and emotionally as "premium", "activating" and "feminine". Sensory attributes that correlated with a deep overall popularity and thus should be avoided were, as expected, "whitening effect", "stickiness" and "waxy residue". The latter correspond to the category "must-be" or "must not have", equated in emotional-qualitative terms with "cheap" and "artificial". Thus, the expected preferences and unpopular attributes, among others (Parente et al. 2011) could be confirmed. The study also points out the discrepancy between a survey and the subsequent performance of sensory acceptance tests by consumers (e.g. perfume). Trained panelists did not let themselves be influenced by scent in their haptic evaluation. Discussion and Conclusion: The Kano model meaningfully complements the CATA and penalty analyses (JAR) in this feasibility study. This enables the product developer and marketing specialist to emphasize the product attributes important to the consumer more efficiently. The structural weakness of the model, which intensity level would be ideal for each attribute, should be supplemented by an extended JAR analysis.
Further description:	1) MacFie, H., 2007. ‘23 - Preference Mapping and Food Product Development’. In Consumer-Led Food Product Development, edited by Hal MacFie, 551–92. Woodhead Publishing Series in Food Science, Technology and Nutrition. Woodhead Publishing 2) Parente, M. E., Manzoni A. V., Ares G., 2011. ‘External Preference Mapping of Commercial Antiaging Creams Based on Consumers’ Responses to a Check-All-That-Apply Question’. Journal of Sensory Studies 26 (2): 158–66.
URI:	https://digitalcollection.zhaw.ch/handle/11475/27585
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	Life Sciences and Facility Management
Organisational Unit:	Institute of Food and Beverage Innovation (ILGI)
Appears in collections:	Publikationen Life Sciences und Facility Management

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Huber, P., Feusi, Y., & Cezanne, M.-L. (2021, September 7). Identification of sensory core factors to optimize product quality and customer satisfaction. 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello Di Urio, Italy, 6-7 September 2021.

Huber, P., Feusi, Y. and Cezanne, M.-L. (2021) ‘Identification of sensory core factors to optimize product quality and customer satisfaction’, in 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello di Urio, Italy, 6-7 September 2021.

P. Huber, Y. Feusi, and M.-L. Cezanne, “Identification of sensory core factors to optimize product quality and customer satisfaction,” in 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello di Urio, Italy, 6-7 September 2021, Sep. 2021.

HUBER, Petra, Yves FEUSI und Marie-Louise CEZANNE, 2021. Identification of sensory core factors to optimize product quality and customer satisfaction. In: 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello di Urio, Italy, 6-7 September 2021. Conference presentation. 7 September 2021

Huber, Petra, Yves Feusi, and Marie-Louise Cezanne. 2021. “Identification of Sensory Core Factors to Optimize Product Quality and Customer Satisfaction.” Conference presentation. In 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello Di Urio, Italy, 6-7 September 2021.

Huber, Petra, et al. “Identification of Sensory Core Factors to Optimize Product Quality and Customer Satisfaction.” 5th IPCE Hybrid Conference (Intercontinental Personal Care Excellence Europe/Asia): Safety, Effectiveness, Pleasantness & Stability, Castello Di Urio, Italy, 6-7 September 2021, 2021.