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.