Researching Consumer Food Preferences: AGEC/FDSC 4243 Exam 1

Flavor images include

1. Memory 2. Movement 3. Sight 4. Smell 5. Sound 6. Touch 7. Taste

Focus groups defined

5-10 people Specific item open-ended questions Trained moderator Recording of some kind

Focus groups are to be ____ while often being video or audio recorded, the recordings are to be kept confidential as well

Anonymous

For a focus group evaluating a new food product have the group evaluate the ____ of the new food product before tasting it.

Appearance

Paying members of your focus group too much to participate in the group can lead to ____ responses

Bias

This company's marketing of its primary product received a significant amount of ridicule by the public after letting an inappropriate quote on the product pass five reviews

Bud Light

How do you avoid sample bias?

By paying the participants well (25-75$)

Focus groups helped market the first ___ ____ to housewives in the 1940's by gaining insight into what housewives wanted which was convenience without eliminating all of their work in the kitchen

Cake mix

Hierarchical Value Mapping describes consumers' preferences for foods in terms of attributes, _____, and values

Concequence

A _____ effect is when one sense (light sight) affects another sense (like taste)

Crossmodal

Ideally recruit respondents for your focus group in a variety of ways to obtain a _____ panel

Diverse

Improving the visual appeal fo food can more than ___ its value

Double

The ford ___ is a prime example of a consumer research and focus group not leading to success in the market place.

Edsel

The ___ of the focus group should feel comfortable, open to discussions and free of judgements

Enviornment

Basically ____ impacts people's food choices

Everything

It is important that the flavors consumers perceive when they consume a food match their _____ of the flavors

Expectation

Marcus Gavins Apicius said, "the first taste is always with the ___"

Eyes

The second step of analyzing a focus group is reading the transcripts to evaluate ____

Familiarity

Crunchy sounds when eating are associated with perceptions of ____ food

Fresh

Mickey Bosplicketty is a Buddhist who believes that any animal you eat may be a reincarnated ancestor. This is an ___ factor influencing his food preferences.

Ideal

Focus groups can help point a company in an appropriate direction and ___ decisions they have made to protect themselves if the decision is bad.

Justify

A sugar company creates a new chocolate candy bar with lots of little spikes of chocolate on the top. Even if the sugar content of the candy does not change, it will taste ___ sweet to consumers.

Less

How to be a good moderator?

Maintain control of the group Be honest and kind First names

During focus groups a trained moderator is leading the discussion while clients are often watching through a one-way

Mirror

The ___ is key to an interactive and effective focus group

Moderator

Addressing members of the focus group by their first ____ can also set the mood of the focus group to a more open discussion

Names

In an effort to market laundromats to housewives, owners of Laundromats tracked _____ and sent promotional information to the families associated

Obituaries

____ questions can lead to a variety of insights from members of the focus group and stimulate comments and new ideas from each other

Open-ended

Food can be made sweeter without adding sugar by making it appear a more ___ color

Pink

The moderator will often take a ___ about a question asked during the focus group, it is important to write these values down or state them out loud

Poll

Taste is influenced by

Price, Healthfulness, and convenience

One reason Dr. Norwood consumes Huel is that his wife does the dishes and he doesn't want to overload her with dish washing chores. This is a value negotiation referred to as managing _____.

Relationships

A ____ sample when recruiting participants is important for certain focus groups. For example if you are marketing make-up products you'll want the percent of females in the focus group nearly equal to the percent of females in the population of intrest.

Representative

Maggie has read a number of scientific articles suggesting gluten intolerance is not really a thing. Because of this, Maggie has no problem consuming gluten. This is a ____ factor influencing her food purchasing decisions.

Resource

The five major influences impacting one's personal food system are ideals, personal factors, _____, social factors, and food context

Resources

The aroma we detect from gases from foods traveling through the back of our mouth and up into our nose is referred to as ____smell

Retronasal

From 2-4pm Orange Leaf is not very busy, so they want consumers to linger around. Thus, they will play ___ music during these two hours.

Slow

Abbie does not know what gluten is, but she sees her mother and her mother's friends prefer gluten-free products, so she does as well. This is a ___ factor influencing her food decisions

Social

About 25-30% of people, referred to as ____, can detect bitterness in foods that the rest of the population cannot

Supertasters

Rounded shapes are associated with ___ flavors

Sweet

According to surveys, the most important factor driving food choices is?

Taste

Favor is the combination of

Taste and Smell

Sound

The perceived crunchiness and freshness of a potato chip can be influenced by how it sounds when you bite it

The third step of analyzing a focus group is coding the transcript for any ___ and lastly summarizing the results you've gathered.

Themes

How do companies account for super tasters (bitter foods)?

They release two versions of their products, one aimed at super tasters and one aimed at their counterparts (but will not say this on the label)

Focus groups were originally created in 1941 in an effort to evaluate people's reaction to the broadcast of ___, and to build a greater support for WW2 among citizens.

This Is War

There are four steps to analyzing a focus group, the first step is to ___ the results

Transcribe

Within one minute and ____ seconds Dr. Norwood can prepare and consume his lunch

Twenty

The five taste are sweet, sour, salty, bitter, and ___

Unami

You can add _____ to make really cold foods taste sweeter

Vanilla

Orthopasal smell

When we sniff the external enviornment

Strata

a level or class to which people are assigned according to their social status, education, or income Conduct 3-5 focus group sessions for each strata

HVM

explaining foo choices by the foods' attributes, the consequence of the attributes, and the terminal values giving them value