April 2-3, 2019
Hitch a ride as we explore the maximum difference scaling landscape at P&G. This easy yet powerful research method is just the ticket for product benefit/claim screening and package designs in the CPG industry. See how we use MaxDiff in sensory testing and demo development. When we’ve got to measure a large number of concepts, adaptive methods get us where we need to go. At the end of the journey, segmentation and portfolio optimization let us discover a line-up we can call our own. Along the road, we’ll try to avoid picking up bad panelists, missing out on a good view of the stimuli or letting heavy “anchors” weigh us down. Hop in!
The a-ha! moment: We wrap up with an intuitive example of how MaxDiff works using simple math everybody learned by the 5th grade (counting and taking averages). No proprietary software necessary! What are your preferences for ice cream flavors? We’ll take a two-minute survey together (that could be programmed using just about any software platform) on our mobile devices, get real-time personal results and see that MaxDiff gets us more than the standard five-point rating scale. Are you a bad respondent? Answer randomly or straightline in the MaxDiff questions and you’ll get caught with a bad consistency score.
Hear behind-the-scenes lessons learned from the trailblazing teams at Kraft Heinz who leveraged a five-day innovation pipeline sprint approach to revitalize their portfolios and fill their three-year innovation pipelines with [...]
Tuesday | 11:30-12:00 | Room 4
We leveraged behavioral data to first identify target audiences. Once these customers were identified, we sent them a custom survey that explored media preferences, content preferences and live journalism formats. [...]
Wednesday | 1:30-2:00 | Room 4
Experience the highly innovative ways top CPGS like Dannon or Sodastream are tapping into the consumer subconscious with automated implicit methods. Learn best practices to harness consumer emotions through behavioral [...]
Wednesday | 10:00-10:30 | Room 5