5.7.4 Optimisation

In the optimisation stage, there are several types of activity taking place which need a combination of consumer panels with larger-scale consumer testing in central location tests and use tests. The product itself is now perceived 'right' by the designers, but has to be checked by consumers to see if they perceive any improvements. There is a need to confirm consumer acceptance of the product and the individual product attributes. Different aspects of the product can be tested from the basic product to the total product with packaging and sales promotion.

The unidentified product prototype(s) is often tested in large-scale central location tests held in a shopping mall or a movable, testing caravan, which can be taken to a central spot in the city. A single sample or pair of samples or sometimes multiple samples are used in the central location test to determine if the product is better than the competitors' products. When increasing the numbers of consumers testing the product, the first decision is are you testing the product only or are you testing how the consumer cooks, serves and eats the product? If you wish to test the product only, then one needs control of all the 'use' factors; these are standardised so that the product preparation, the temperature and the serving are all the same. Central location tests are used to test the product and also to gain information from the consumers about their attitudes to the product and their predicted behaviour towards the product, as well as identifying the acceptance of different characteristics of the product.

The cooking and presentation procedure is absolutely standardised. The type of information gained from a central location test is used for directing the final stages of product design and early stages of product commercialisation. The response of the consumer is immediate and the results can be analysed very quickly. They can be used to compare different prototypes to direct further development. Packaging and information can also be tested and even the total product with advertising. Central location tests are standardised, informative, speedy and usually cheaper than randomly selected 'use' testing. They give individual responses either in a one-to-one interview or by using a self- completion questionnaire. They can have from 50 to 200 consumers.

In-home, better called in-use tests, are related to how the consumer or the household or the food service chef fits the product into their eating pattern, and into their cooking and serving facilities. If the product has to be prepared, it gives the acceptance of the 'cook' as well as the acceptance of the people eating the product. It gives the marketer and the developer the sure knowledge that the commercial product is acceptable to the target market. It is the assurance before the launch that the product and the package are accepted. It can also show what the designers and their consumer panels have forgotten or ignored! One major defect or asset can influence the acceptance. An important aspect, which is found by in-use tests, is the emergence of changes that occur over time, that is with the usage or the eating of the product over a week or two. This is an important aspect when an unusual product is being tested, which may be rejected at the first test but is gradually accepted. For example in introducing an oil-based mayonnaise to target consumers who were used to eating a condensed milk-based mayonnaise, the oil-based was rejected in the first test but accepted in the second test.

The packaged product is tested in a 'use' situation to see how the combined product fits with consumers' food preparation/eating behaviour. This can range from the basic question 'can the consumer pick up the pack and open and use the product?' to the more complex 'how does the product fit the consumers' need to show they care for their family?' The study is usually made by allowing a panel of consumers to use and eat the product at home or at the place of eating the product, and then interviewing them. It can also be done by an observation test in a central kitchen.

Because of the need for confidentiality, consumer panels often test the total product with brand, packaging design and in-store promotion material. These are usually focus groups that study all aspects of the product to confirm that the different attributes are related to the consumers' needs, wants and behaviour. The aim of optimisation is to discover the best product overall, and to determine if it will beat the market leader or the company's direct competitor.