PSYCHOPHYSICAL THINKING IN BUSINESS: PRODUCTS AND CONCEPTS

Psychophysical thinking informs both concept development and product design. With products, the researcher systematically varies ingredients/processes and measures consumer reactions such as acceptance and sensory impressions. The product data generate a model showing how the formulations drive ratings. With concepts (and package designs), the researcher systematically varies the presence/absence of elements/pictures and measures consumer reactions such as acceptance or appropriateness. The concept data generate a model showing how the elements drive reactions. Concept and product research look for relations among variables, at once to understand and also to engineer consumer‐acceptable products and messaging.     

HISPANIC AND NON-HISPANIC RESPONSES TO CONCEPTS FOR FOUR FOODS

Hispanics and non‐Hispanics Americans participated in four sets of studies dealing with health‐oriented foods, with the goal to identify how they respond to food categories relevant in any cuisine. Each study comprised a conjoint analysis using 36 elements followed by a self‐profiling questionnaire to learn more about Hispanic and non‐Hispanic food responses to concepts for four different product categories (morning bread, bottled water, healthful salad dressing and popcorn as a snack). The study identified patterns of preference of marketing statements in the areas of health information, sensory characteristics, emotional benefits and endorsements. Conjoint utility values generated by both Hispanics and non‐Hispanic respondents correlated highly, suggesting that their food attitudes are quite similar for“non‐signature”products despite the differences in their original cuisines.     

Drivers of Vaginal Drug Delivery System Acceptability from Internet-Based Conjoint Analysis

Vaginal microbicides potentially empower women to protect themselves from HIV and other sexually transmitted infections (STIs), especially when culture, religion, or social status may prevent them from negotiating condom use. The open literature contains minimal information on factors that drive user acceptability of women’s health products or vaginal drug delivery systems. By understanding what women find to be most important with regard to sensory properties and product functionality, developers can iteratively formulate a more desirable product. Conjoint analysis is a technique widely used in market research to determine what combination of elements influence a consumer’s willingness to try or use a product. We applied conjoint analysis here to better understand what sexually-active woman want in a microbicide, toward our goal of formulating a product that is highly acceptable to women. Both sensory and non-sensory attributes were tested, including shape, color, wait time, partner awareness, messiness/leakage, duration of protection, and functionality. Heterosexually active women between 18 and 35 years of age in the United States (n = 302) completed an anonymous online conjoint survey using IdeaMap software. Attributes (product elements) were systematically presented in various combinations; women rated these combinations of a 9-point willingness-to-try scale. By coupling systematic combinations and regression modeling, we can estimate the unique appeal of each element. In this population, a multifunctional product (i.e., broad spectrum STI protection, coupled with conception) is far more desirable than a microbicide targeted solely for HIV protection; we also found partner awareness and leakage are potentially strong barriers to use.     

CONCEPT‐RESPONSE SEGMENTATION FOR GRAPEFRUIT JUICE: WHAT ROLE DO SENSORY STATEMENTS PLAY AS DRIVERS OF PERSUASION AND RESPONSE TIME?

This paper deals with responses to concept elements for grapefruit juice using hybrid conjoint analysis. Sensory-based concept elements perform as well (and as poorly) as do nonsensory-based concept elements. Concept-response segmentation analysis revealed three distinct groups, oriented to sweet taste, nonsweet taste, and color/appearance, respectively. Response patterns of segments are not polarized. What one segment likes most the other segment may simply accept to a moderate degree. This pattern differs from what typically happens with actual products. The segments differ in the way that they process the information in a concept, based upon response time as a separate dependent measure. Sensory-based concept elements may act as gatekeepers to assure respondents that the product is acceptable, and thus may shorten the search for additional information. In contrast, for products and sensory-preference segmentation, sensory attributes typically act as Drivers of Liking^TM, rather than as gatekeepers.     

Introducing Templates for Sustainable Product Development

We have previously developed a method for sustainable product development (MSPD) based on backcasting from basic sustainability principles. The MSPD informs investigations of product‐related social and ecological sustainability aspects throughout a concurrent engineering product development process. We here introduce “templates” for sustainable product development (TSPDs) as a complement. The idea is to help product development teams to arrive faster and more easily at an overview of the major sustainability challenges and opportunities of a product category in the early development phases. The idea is also to inform creative communication between top management, stakeholders, and product developers. We present this approach through an evaluation case study, in which the TSPDs were used for a sustainability assessment of televisions (TVs) at the Matsushita Electric Group. We study whether the TSPD approach has the ability to (1) help shift focus from gradual improvements of a selection of aspects in relation to past environmental performance of a product category to a focus on the remaining gap to a sustainable situation, (2) facilitate consensus among organizational levels about major sustainability challenges and potential solutions for a product category, and (3) facilitate continued dialogue with external sustainability experts, identifying improvements that are relevant for strategic sustainable development. Our findings indicate that the TSPD approach captures overall sustainability aspects of the life cycle of product categories and that it has the above abilities.     

SENSORY ANALYSIS IN MARKETING PRACTICE: COMPARISON AND INTEGRATION

Sensory analysis has traditionally played a prominent role in quality control for food products. More and more principles from sensory analysis are also applied in the area of food product development, bringing sensory analysis more closely into the domain of marketing. Unfortunately, in practice integration between sensory and marketing practices is far from optimal. Differences in basic orientations between sensory and marketing are a major source contributing to this defective cooperation.
Sensory analysis has traditionally been product oriented with an emphasis on internal validity of the test results. Implicitly or explicitly this approach emphasizes the relationships between sensory evaluation and characteristics of the product. Marketing, on the other hand, stresses the external validity of test results: the extent to which test results can be generalized to market behavior. Emphasis on external validity requires an approach to sensory analysis that is fundamentally different from current sensory practice in terms of type of respondents, type of stimuli, scaling procedures adopted and test circumstances.
Closer integration between the product and consumer oriented approach to sensory analysis may contribute to the success of product development in the food industry. The literature suggests several factors that may contribute to a more fruitful cooperation between the two approaches to sensory analysis. The company's senior management plays a central role in the achievement of this integration by providing an infrastructure (in terms of personnel, organizational structure and financial resources) that paves the way for closer cooperation.     

Effects of tibialis anterior vibration on postural control when exposed to support surface translations

The sensory re-weighting theory suggests unreliable inputs may be down-weighted to favor more reliable sensory information and thus maintain proper postural control. This study investigated the effects of tibialis anterior (TA) vibration on center of pressure (COP) motion in healthy individuals exposed to support surface translations to further explore the concept of sensory re-weighting. Twenty healthy young adults stood with eyes closed and arms across their chest while exposed to randomized blocks of five trials. Each trial lasted 8?s, with TA vibration either on or off. After 2?s, a sudden backward or forward translation occurred. Anterior–posterior (A/P) COP data were evaluated during the preparatory (first 2?s), perturbation (next 3?s), and recovery (last 3?s) phases to assess the effect of vibration on perturbation response features. The knowledge of an impending perturbation resulted in reduced anterior COP motion with TA vibration in the preparatory phase relative to the magnitude of anterior motion typically observed during TA vibration. During the perturbation phase, vibration did not influence COP motion. However, during the recovery phase vibration induced greater anterior COP motion than during trials without vibration. The fact that TA vibration produced differing effects on COP motion depending upon the phase of the perturbation response may suggest that the immediate context during which postural control is being regulated affects A/P COP responses to TA vibration. This indicates that proprioceptive information is likely continuously re-weighted according to the context in order to maintain effective postural control.     

THE EFFECT OF INFORMATION RELATED TO FAT CONTENT AND TASTE ON CONSUMER RESPONSES TO A REDUCED-FAT FRANKFURTER AND A REDUCED-FAT CHOCOLATE BAR

The effects of product information on responses to frankfurter sausages and chocolate bars were studied by comparing sensory and hedonic ratings in two conditions: blind tasting and tasting with information present. Furthermore, the effect of information alone was investigated by having the subjects rate the expected sensory and hedonic intensities of the products on the basis of packages with different claims. Three groups of subjects were tested by giving them different information: The basic group (no added claims, n=31), the reduced-fat group (products claimed to have reduced-fat, n=29) and the flavorful group (products claimed to have full meat/chocolate flavor, n=31). Product information increased the rated pleasantness of the frankfurter in all three information groups compared to the blind ratings. The information did not affect the pleasantness of the chocolate bars. The expected attribute intensities of the frankfurters and chocolates were rated lower by the reduced-fat group than by the other groups. Overall, the effect of product information was more clearly seen in ratings of sensory attributes than in pleasantness ratings.     

CATEGORY APPRAISAL WITHIN A LIMITED PRODUCT RANGE: A METHODS-ORIENTED CASE HISTORY

This paper presents the author's approach to synthesizing useful direction from product testing when the stimuli are not systematically varied. The approach presented here comprises a research design and data analysis strategy, rather than a conventional product optimization with subsequent validation. The design steps comprise stimulus selection, attribute selection, and product evaluation. The data analysis comprises univariate modeling to show how sensory attributes drive overall liking, reduction of the matrix to factor scores for multivariate modeling, and then the creation of an integrated product model. The outcome is a set of factor scores that can be translated to sensory attributes and in turn to target products.     

Functional priorities in LCA and design for environment

Aim, Scope and Background  The interest in environmental questions has increased enormously during the last decade. Environmental protection has become an issue of strategic importance within the manufacturing industry and many companies are now working in the field of Design for Environment (DFE). The main purpose of DFE is to create products and services for achieving a sustainable society. Designers are widely believed to have a key role in adapting products to a sustainable society and one of the major instruments in the context of Design for Environment is Life Cycle Assessment (LCA). However, product development creates particular challenges for incorporating environmental issues that combine functional and environmental assessment. A natural and important part of product design is to define and analyse the functions of the product. Consequently, the functional unit in LCA is a core issue in DFE. Most recent research in DFE has focused on how to reduce the environmental impact of products throughout their life-cycle by addressing environmental aspects, while little attention has been given to the functionality of the product. Additionally, early product development phases, so called re-think phases, are considered to have the influence on major changes in products in general. These phases have thus the highest potential for changing products and product systems towards a sustainable development. Main Features  This paper discusses an extended functional representation in design for environment methods to evaluate sustainable design solutions, especially in early (re-think) phases of product design. Based on engineering-design science and several case studies, a concept has been developed describing how functional preferences can be visualised in design for environment and product development. In addition, the functional unit in LCA is discussed. The concept is called Functional Profile (FP) and is additionally exemplified in a case study on radio equipment. Discussion  The new functional characterisation concept helps identify functional priorities in design for environment. The Functional Profile is a structured, systematic and creative concept for identifying the necessary functions of a new product. The FP is envisioned to complement existing design for environment methods, not to replace them. Instead of being a product-development tool or method, the concept is an approach that increases understanding of inter-reactions between functional characteristics of products and their environmental characteristics, which furthermore facilitates trade-off decisions. One of the objectives behind the concept is to highlight the importance of balancing functional requirements and environmental impacts, presenting both the advantages and disadvantages of the product. Outlook  A second paper will be produced to complement the functional-environmental characterisation concept in early product development phase, presenting the environmental characterisation part and illustrating correlations between the functional and environmental sides.     

Fundamental Principles for CAD-based Ecological Assessments (9 pp)

Background Aims, and Scope. As products are, directly and indirectly, main sources for ecological impact, the overall enhancement of products' ecological behaviour is an important contribution to the protection of the Earth's biosphere. This is especially important in a world where the major economical system is based on a constant rise in industrial production, consumption, and disposal of products. The true ecological performance of a product can only be determined by consideration of the impact arising from the entire lifecycle, and by including all known impacts into the assessments. The state of technology provides a standardized framework for such life cycle assessments (LCA) in the ISO 14040 series (see ISO 1997), and numerous databases and software tools are available to support the conduction of LCA. To integrate ecological indicators into decisions of everyday product development, as natural as it is the case today with finite items, design, and costs, indicators based on a consideration of the product's entire life have to be generated with little effort and in short time. Methods This article describes the fundamental principles of a technology designed to integrate lifecycle information into common 3-dimensional product models, like the ones used within modern Computer Aided Design (CAD) systems. Thereby, ecological assessments can be effectively undertaken during product development, where most of the environmental lock-in of a product is defined (see Lewis et al. 2001). Overall effects of alterations in materials or other product properties can be assessed instantly, supporting on the spot decisions to reach an improved product design. Results Next to an information model that manages the product and process representation, the research on which this article is based also deals with the calculation of resulting indicators, database access to ecological indicators, a graphical user interface, and a synchronisation tool for the CAD system Pro/Engineer . The developed concepts have been implemented as a prototype software and validated in different stages. Conclusions The concepts described in this article are a foundation for tools that integrate ecological assessments into everyday product development, on the basis of 3-dimensional CAD systems. Reuse of existing CAD data, an improved understanding of the assessment structure by product developers, and an automated calculation of resulting indicators are approaches to largely enhance the efficiency of product-related ecological assessments.     

RELIABILITY OF SENSORY ASSESSORS: ISSUES OF COMPLEXITY

The objective of this study was to investigate whether the sensory performance of assessors in a sensory panel maybe explained by complexity of evaluated product. We aimed to investigate whether we could observe a decline in sensory performance when increasing the complexity of the product. The products increased in number of constituents from mixtures of sucrose, sodium chloride, citric acid and caffeine in water, to the foods ice tea and tomato soup constituting different levels of the same substances. Candidates who succeeded evaluating one product were not always successful evaluating others. Few subjects were successful in everything. The conclusion was that there is only minor systematic decline with increasing complexity of products. The authors emphasize that definition of complexity involves more than just counting number of constituents and taste sensations, and suggest that minor differences in the task given to the assessor might explain different performances.

PRACTICAL APPLICATIONS

Practical use of the research presented in the present paper is in a sensory evaluation context. It is important for the users of sensory data to find out how the profiling should be organized to achieve optimum output, and in specific, the need for extensive training when dealing with a more complex product. The present study hypothesized that sensory assessors would have more difficulties evaluating a more complex product. However, the results showed that panel leaders should be more concerned with the task variables in the sensory evaluation. Even a minor shift in task variables had a stronger impact on the performance and reliability of the assessors than increasing number of constituents and/or stimuli sensations of the product. This study did not demonstrate a need for extensive training when dealing with a more complex product as hypothesized.     

The emergence of abstract ideas: evidence from networks and babies

What is abstraction? In our view, abstraction is generalization. Specifically, we propose that abstract concepts emerge as the natural product of associative learning and generalization by similarity. We support this proposal by presenting evidence for two ideas: first, that children''s knowledge about how categories are organized and how words refer to them can be explained as learned generalizations over specific experiences of words referring to categories; and second, that the path of concepts from concrete to more abstract can be observed throughout development and that even in their more abstract form, concepts retain some of their original sensory basis. We illustrate these two facts by examining, in two kinds of learners--networks and young children--the development of three abstract ideas: (i) the idea of word; (ii) the idea of object; and (iii) the idea of substance.     

Dynamic left ventricular elastance: a model for integrating cardiac muscle contraction into ventricular pressure-volume relationships.

To integrate myocardial contractile processes into left ventricular (LV) function, a mathematical model was built. Muscle fiber force was set equal to the product of stiffness and elastic distortion of stiffness elements, i.e., force-bearing cross bridges (XB). Stiffness dynamics arose from recruitment of XB according to the kinetics of myofilament activation and fiber-length changes. Elastic distortion dynamics arose from XB cycling and the rate-of-change of fiber length. Muscle fiber stiffness and distortion dynamics were transformed into LV chamber elastance and volumetric distortion dynamics. LV pressure equaled the product of chamber elastance and volumetric distortion, just as muscle-fiber force equaled the product of muscle-fiber stiffness and lineal elastic distortion. Model validation was in terms of its ability to reproduce cycle-time-dependent LV pressure response, DeltaP(t), to incremental step-like volume changes, DeltaV, in the isolated rat heart. All DeltaP(t), regardless of the time in the cycle at which DeltaP(t) was elicited, consisted of three phases: phase 1, concurrent with the leading edge of DeltaV; phase 2, a brief transient recovery from phase 1; and phase 3, sustained for the duration of systole. Each phase varied with the time in the cycle at which DeltaP(t) was elicited. When the model was fit to the data, cooperative activation was required to sustain systole for longer periods than was possible with Ca(2+) activation alone. The model successfully reproduced all major features of the measured DeltaP(t) responses, and thus serves as a credible indicator of the role of underlying contractile processes in LV function.     

SELECTING PRODUCTS FOR CATEGORY APPRAISAL STUDIES — FEWER PRODUCTS DO ALMOST AS WELL AS MANY PRODUCTS

This paper analyzes the results of different strategies for selecting test products in category appraisals. The three strategies are random selection of products from the marketplace, selection on the basis of consumer sensory data, and selection on the basis of expert panel data. All three methods generate stable results for category appraisals. The stability of the results (e.g., in terms of 'drivers of liking') increases very quickly and then levels off, suggesting that the researcher does not have to work with a particularly large number of products in a category appraisal to understand the sensory-liking dynamics.
It appears in our case, that 18 products were an appropriate number to strongly reflect results for 50 products. Researchers need to be sensitive to the variation in each category. Some categories may require more or less than this number of products to cover all the sensory ranges within the specific category.     

A neural network model for cognitive activity

A consideration of the storage of information as an energized neuronal state leads to the development of a new type of neural network model which is capable of pattern recognition, concept formation and recognition of patterns of events in time. The network consists of several layers of cells, each cell representing by connections from the lower levels some combination of features or concepts. Information travels toward higher layers by such connections during an association phase, and then reverses during a recognition phase, where higher-order concepts can redirect the flow to more appropriate elements, revising the perception of the environment. This permits a more efficient method of distinguishing closely-related patterns and also permits the formation of negative associations, which is a likely requirement for formation of "abstract" concepts.