6700 Respon­dents to Survey, Paper Pub­lished in the Journal of Sen­sory Studies


Con­tact: Laura Shea at 617–373-5427

(4–2-07) BOSTON, Mass – In a new paper, North­eastern Uni­ver­sity Pro­fessor of Mar­keting Samuel Rabino (right), Dr. Howard Moskowitz, Pres­i­dent of Moskowitz and Jacobs Inc. and col­leagues ana­lyze the con­sump­tion pat­terns of 6,700 respon­dents’ eval­u­a­tion of 22 food and bev­erage prod­ucts in three coun­tries, cre­ating a com­pre­hen­sive data­base of their find­ings. The paper, titled “Cre­ating Data­bases from Cross-​​National Com­par­isons of Food Mind­sets,” will be pub­lished in an upcoming issue of the Journal of Sen­sory Studies. The paper intro­duces a “Mind Genomics” approach to gath­ering infor­ma­tion, cre­ating a body of knowl­edge on how con­sumers respond to the com­po­nents of a com­plex stim­ulus, and pro­viding a guide to product devel­opers and pol­i­cy­makers con­cerned with public health on how to develop suc­cessful mar­keting strategies.

The coun­tries sur­veyed were France, the United Kingdom and Germany.

The dream of every com­pany is to take their product and package, market and sell it in exactly the same way in every country,” says Rabino. “This method­ology enables com­pa­nies to dis­cern between prod­ucts that lend them­selves to a stan­dard­ized mar­keting approach and those that don’t.”

The researchers used direct self-​​profiling ques­tion­naire in a Web-​​based survey to col­lect data about food con­sump­tion habits along with a con­joint analysis stimulus-​​response model to under­stand how con­sumers respond to food con­cepts. By com­bining self-​​profiling and stimulus-​​response methods into a single inter­view, they were able to study a single food in great detail, mean­while con­ducting a par­allel study with a set of many foods to build a clearer, more holistic view of food habits in an indi­vidual country. The researchers then con­ducted studies across coun­tries to iden­tify the many dif­ferent dimen­sions of con­sump­tion habits and pref­er­ences including product fea­tures and responses to emo­tional statements.

As com­pa­nies look to extend their brands into dif­ferent coun­tries, they must under­stand how mem­bers of spe­cific cul­tures respond to prod­ucts – what are their likes and dis­likes, how should a product look, taste, feel, and smell,” says Rabino. “These are impor­tant fac­tors in deter­mining whether a product should be intro­duced into a par­tic­ular market or not.”

Rabino and his col­leagues plan to add more coun­tries and prod­ucts to their data­base in the future.

For more infor­ma­tion or to obtain a full copy of the paper, please con­tact: Laura Shea, 617–373-5427.

About the Journal of Sen­sory Studies

The Journal of Sen­sory Studies is the only inter­na­tional, multi-​​disciplinary journal focused on food, nutri­tion, and health­care. It focuses on human reac­tions to basic tastes on foods, bev­er­ages, the envi­ron­ment, med­ica­tions, and other human expo­sures in every day life. The pur­pose of the Journal of Sen­sory Studies is to pro­mote tech­nical and prac­tical advance­ments in sen­sory sci­ence, a mul­ti­dis­ci­pli­nary area that includes food sci­ence and tech­nology, psychology/​psychophysics, sta­tis­tics, biology of basic taste, con­sumer sci­ence, mate­rial sci­ence (textiles/​fabrics), mar­keting research, and other allied areas. Readers in acad­emia, food and bev­erage com­pa­nies, per­sonal care product com­pa­nies, wineries, and ingre­dient com­pa­nies depend on this journal for the latest infor­ma­tion on exper­i­mental design methods, quality con­trol, and sta­tis­tical analysis of data on human reactions.

About North­eastern:

Founded in 1898, North­eastern Uni­ver­sity is a pri­vate research uni­ver­sity located in the heart of Boston. North­eastern is a leader in inter­dis­ci­pli­nary research, urban engage­ment, and the inte­gra­tion of class­room learning with real-​​world expe­ri­ence. The university’s dis­tinc­tive coop­er­a­tive edu­ca­tion pro­gram, where stu­dents alter­nate semes­ters of full-​​time study with semes­ters of paid work in fields rel­e­vant to their pro­fes­sional inter­ests and major, is one of the largest and most inno­v­a­tive in the world. The Uni­ver­sity offers a com­pre­hen­sive range of under­grad­uate and grad­uate pro­grams leading to degrees through the doc­torate in six under­grad­uate col­leges, eight grad­uate schools, and two part-​​time divi­sions. For more infor­ma­tion, please visit www​.north​eastern​.edu.