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Best Consumer Understanding - TCR Training Needs

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Thanks for your time and patience！

第1页

1. Name [填空题] *

2. Working years in Coke[SA] [单选题] *

3. Functions：[SA] [单选题] *

第2页

Hello,we are conducting a survey about TCR tool & method training and we would like to ask you a few questions.

Q1、

Please choose the most appropriate understanding for TCR methodologies.

To better understand the methodologies, we provide description and application for all methodologies.

Methodology 1:

Discrimination test (triangle and 2-AFC etc.)

Description:

The answer to the question “Are these products different from each other?”

Application:

Used to determine whether any changes to formula, package or equipment affect overall sensory perception

Relevancy to your current job function:[SA]

[单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第3页

Methodology 2:

Qualitative consumer study (FGD & IDI etc.)

Description:

Identify problem & opportunity; Uncover sensory attributes for liking

Application:

Seek NPD trends; Screen prototype for NPD; Improve product (Eg. Sequential recycling FGD)

6. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

7. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第4页

Methodology 3:

Central Location Test / Home Usage Test

Description:

Understand consumer acceptance (vs. Benchmark) and product modification directions (include penalty, etc.) on test products

Application:

Screen prototype for NPD; Improve product; Define consumer –based shelf-life;

Monitor in-market product performance vs competitor or golden standard;

Evaluate ingredient and processing changes;

8. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

9. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第5页

Methodology 4:
Descriptive Analysis

Description:

Identify product sensory attributes and intensity; Not exclusive to products, but also for sensory profiles of packages and equipment.

Application:

Understand ingredient/process effect on product sensory performance;

10. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

11. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第6页

Methodology 5:

Drivers of Liking (consumer segmentation included)

Description:

Identify opportunities through deep understanding of sensory drivers and link to Liking (Sensorial segmentation)

Application:

Identify consumer preference pattern and/or consumer segments;

Predict ideal product profile and/or prototype modification suggestions

12. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

13. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第7页

Methodology 6:

Conceptual profiling

Description:

Measuring Emotional and Functional Profiles of Products and Brand(s) /Concept(s) /Pack(s)

Application:

Help to understand product and make decisions beyond just liking scores: how product fit consumer's category expectations, or fit brand/concept/pack, emotionally and functionally and what makes them fit/not fit.

14. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

15. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第8页

Methodology 7:

TURF (Total Unduplicated Reach & Frequency)

Description:

Identify product sets that maximize total satisfaction and minimize duplication

Application:

Provide estimates of market potential, optimizing a product range/flavor strategy

Identifying new flavor in line extension

16. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

17. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第9页

Methodology 8:

Identify key acceptance drivers as factors for experimental design (DOE )

Description:

To determine the relationship between different factors affecting a product or process and consumer acceptance

Application:

Quantify how individual components impact consumer acceptance;

Develop the optimal formulation by manipulating some key factors.

18. Relevancy to your current job function:[SA] [单选题] *

Highly relevant to my work, and use it frequently

Relevant, but not use frequently

Not relevant

19. Familiar to the methodology: [SA]

[单选题] *

Understand well and use it in work well

Understand overall principle, but have difficulty in result interpretation

Have limited understanding of the principle

Have rough idea, but don’t understand the principle

Don’t know at all

第10页

20. We’d like to invite PD to give sharing session with real case study. What’s your preferred format to maximize your learnings from the sharing session?[SA] [单选题] *

Presentation

Group discussion with practice

Combination of the above

Others, please specify

21.

We’d like to “preferred flavor house” to give us introduction of consumer insight and market trends, what topics below you want to know? [MA]

[多选题] *

Food industry in general

FMCG industry in general

Consumer life style in general

Global beverage market trends

Asia Pacific beverage market trends

Global innovative products introduction, not only beverage

Juice/Sparkling/Tea/Dairy/Hydration category

22.

We’d like to invite our marketing and K&I to give us introduction about their methods to know consumer insight, which stages you want to know most (Choose max. 3) [MA]

[多选题] *