Compusense Sensory and Consumer Research Group Case Study
Wine Producers Identify Key Attributes to Develop Wines for New Export Market
Situation:
A consortium of wine producers contacts the Compusense Sensory and Consumer Research Group to develop red wines to introduce to a new export market. Specifically, the client engages our team to identify key attributes—such as aromas and flavours—that influence consumer liking for specific red wines in their target market.
Solution:
Armed with over 15 year’s experience, we implement strict protocols to reduce the risks associated with testing beverage alcohol. We approach the project using a trained panel to develop sensory profiles. Based on consumer research, we develop complementary consumer clusters to correlate with the descriptive profiles.
Employing a diagnostic assessment of 25 wines, purchased from stores located in the target market area, we identify 12 wines that display a broad range of attributes. Our trained panel then conducts a comprehensive descriptive sensory analysis of each wine, and using over 50 attributes, develops detailed sensory profiles.
Next, we qualify and recruit over 800 consumers to rate the wines. Conducting the tests at four wine stores, we connect with our target consumers in their everyday purchase environment. Using one-on-one interviews, and Compusense® at-hand’s web-based collection software, each consumer tests four of the 12 wines according to a customized experimental design.
After analyzing the results from the consumer research, and based upon their product liking patterns, the Compusense Sensory and Consumer Research Group identifies four strong consumer clusters. Correlating the cluster results with the descriptive profiles, we highlight the key product attributes that appeal to each consumer segment.
Results:
After reviewing our research findings, the consortium of wine producers focuses their efforts on the two largest consumer segments. Initial sales figures indicate the new wines will exceed the wine producer’s forecasts. The consortium engages our team to conduct similar tests with white wine varieties.
