Chapter 3. Starting at the Beginning: Experimenting to Discover What Shape “Wins”

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2,
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch3

Book Title

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

Additional Information

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Starting at the Beginning: Experimenting to Discover What Shape “Wins”, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch3

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

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CHAPTER TOOLS

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Keywords:

  • exploration of design and packaging;
  • consumer evaluation of appearance for eight chocolate candies;
  • stimuli and task - how adults and teens react to chocolate candy bars;
  • measuring intensity of feeling;
  • research project on package design shape for candy;
  • finding individual differences through segmentation;
  • respondents and three “pseudo-products”;
  • postscript — learning more about segmentation;
  • SAS or SPSS and clustering programs;
  • testing stimuli - not just one and scaling works

Summary

This chapter contains sections titled:

  • The Stimuli and the Task

  • Analyzing the Data—What Do We Look for?

  • What We Found

  • Finding Individual Differences Through Segmentation

  • Summing Up

  • Postscript—Learning More about Segmentation

  • References

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