5.6.1 Product idea generation and screening

Consumers have taken part in product idea generation for 50 years.

Initially the individual in-depth interview was used in motivation research to find out why people bought particular products, and product features were built up based on this information. The interviews were usually conducted by psychologists or psychology-trained interviewers.

Later consumer discussion groups became more common as the new product ideas were found to be more creative because of the synergy between the members of the group.

These small consumer panels are representative of the target market segments; they can be a focus group with free discussion using techniques such as brainstorming and lateral thinking, or a nominal group with a more formal session using questionnaires, which consumers answer individually followed by general discussion. There are usually 6-10 people in each group discussion, but this can be repeated several times to give a total of 60 consumers or more.

These consumer group discussions are faster than individual interviews, cheaper, more flexible and reduce distance between company and consumer. They can develop ideas when little is known about a product area, and investigate the trade-offs the consumers are making. The most important aspect of consumer group discussions is that the results are in a ready form for developing the product concept and the whole basis of the product design. The criticisms are that the groups are small and not statistically representative of the target market, and that some consumers are influenced by other members and the group leader.

At this time in the project, quantity of information is important in building up the ideas and the product concept.

Observing the behaviour of the consumer from buying to disposal of waste can also generate ideas for new products. Table 5.9 shows an observation form on the baking of choux paste by a home baker to aid the development of a complete baking mix for choux paste.


Table 5.9 Observation form for making choux paste in the home

SETTING Baker: male ..... female ..... No. in family ..... Quantity of choux paste per mix .......... Quantity of choux paste per month .......... Date ................... Day .................... Time to start .......... Observer .............. INGREDIENTS Selection: please state type or brand of ingredients used Flour . . . . . Eggs: fresh ..... frozen pulp ..... chilled pulp ..... dried . . . . . other ..... Fat: butter . .... margarine ..... branded fat .... . other . .... Salt ..... Sugar . . . . . Flavourings ....... ... Other ingredients . ......... ......... ......... ........ ......... ......... ........ ...... Preparation: please describe Flour: sifted ..... not sifted . . . . . other ..... Eggs ......... . Fat ... ....... Water .... ...... METHOD First mixing ...... .... Order of adding ingredients: 1st ..... 2nd ..... 3rd ..... 4th ...... 5th .. .... Equipment used: hand whisk . . .... electrical whisk . . . . . cake mixer ..... Method of mixing . ......... ........ ......... ......... ......... ........ .... Time of mixing ...... ........ ......... ......... ........ ......... ......... . First heating Mixture heated . ......... Mixture not heated ....... ... Equipment used: steamer .... . bowl over pan . . . . . bainmarie .... . other . .... Method of heating . . ....... Temperature of heating ....... ... Time of heating ....... .. Any other comments ...... ........ ......... ......... ........ ......... ......... ........ Second mixing ..... as above, note any other ingredients added Second heating ..... as above, note any other ingredients added Third mixing . . . . . as above, note any other ingredients added Third heating ..... as above, note any other ingredients added Depositing Piping bag ..... Spoon ..... Other . . . . Baking Type of oven: electric ..... gas ..... other ..... Temperature of baking ..... Time of baking .... ......... Time out of oven .... ......... Complete time for making the choux paste .. ........ Products made Eclairs . . . . . Cream puffs . . . . . Other . . . . . Any other comments . ......... ........ ......... ......... ........ ......... ......... ..

Observation is a useful technique to study consumer behaviour, but it must be used carefully and wisely. An unusual happening in the environment or even the observation itself can lead to unusual behaviour. It is very useful to study how the consumer prepares/serves the product and the method of eating. Observation can provide a first hand, authentic picture and is the best method of studying consumer behaviour, but usually it can observe only public behaviour. The consumers can record their own behaviour, if it is not possible to observe their actions.

Think Break 1. Making choux paste can be a long and difficult procedure, not always     successful for the new baker. Can you suggest new products that     could make this process quicker and easier and would guarantee     success for the household baker? 2. Using a focus group develop ideas for new products to solve the     following problems for consumers:     (a) improve the nutritional value of ice cream,     (b) increase the safety of oysters.

The consumer groups also screen the new product ideas, in combination with technical and company screening. The initial stages of idea generation and screening (Roberts, 1997) for a food service new product are shown in Table 5.10.


Table 5.10 Multistage idea generation and screening for a meat product for hotels and motels in Melbourne, Australia

Activities Participants Techniques Preliminary idea generation Food technologists, caterers Nominal group technique Brainstorming Synectics Preliminary screening Researcher Qualitative: fulfil consumer requirements, offer benefits for menu planner, value for money, competitive advantage Outcome: 30 product ideas in categories Development of ideas Menu planners Focus group on list of product ideas   Consumers (beef eating) Focus group on a list of product ideas Outcome: 30 ideas with benefits, attributes needed by consumers and menu planners Technical feasibility screening 2 meat technology experts Interview on technical feasibility, technology availability, competition, demand volume Outcome: 32 technically feasible products Checklist screening 4 food technologists Individual scoring on marketing and technical factors Outcome: 14 product ideas in 5 categories Development of product descriptions Menu planners Focus group   Consumers Focus group Outcome: 14 product descriptions Suppliers’ company specific screening Managers Individual scoring   Food technologists Individual scoring Outcome: 5 Agreed product descriptions for development Raw beef product untreated – tender beef in thin slices. Raw beef product treated – flavoured pickled beef. Prepared ready-to-cook product – fricadelle (new beef burger), coated beef product. Pre-cooked beef product – precooked meat loaf.

Source: From Roberts, 1997.


In this case there are three groups - the supplier, the menu planning decision maker and the consumer. Roberts explored all three in the initial stages. Table 5.10 shows the interactions of the suppliers (meat processors), the menu planners (usually chefs) in the motels and hotels, and the consumers (the customers of the motels and hotels). It is important to combine the needs and wants of the consumers, the technical staff and the company in building up the product descriptions.