Using MMR’s SensoHedonic+TM modelling approach, we were
able to benchmark the performance of 12 products – comprising our client’s
current offering, competitor products and prototypes developed to further
stretch the sensory space.
Once we had identified patterns of preference (three
unique segments were found), we used robust sensory data to determine the
precise product characteristics driving product appeal for each segment. Our analysis indicated the importance of
appearance in driving both overall acceptability and functional benefits
associated with hair conditioners.
The model indicated that one
prototype in particular would be the ideal start point for optimization of the
current product – with increases in smoothness, whiteness, opaqueness and
to increase overall
appeal and strengthen appropriateness for a moisturizing / nourishing
Our client has used this research
to focus their innovation plans for the next 3 years – providing clear
direction for R&D to develop the optimal products targeted against specific
segments and requirements from hair conditioning products.