THE BRIEF
A leading FMCG would like to get deeper understanding towards sensory performance of their oyster sauce and the main competitors. The aim was to find out the leading attributes as the drivers of overall liking in the oyster sauce category and to identify sensory performance compared to competitors.
OUR APPROACH
To address the client’s objectives, CLT was conducted with pre-recruitment. The main objective of CLT is to control the preparation procedure.
The product tested in blinded situation
To acquired the acceptance of the pure product only without influence of the brand
Monadic method was implemented
Each respondent tasted 3 dishes with the main ingredient containing oyster sauce.
THE OUTPUT
The findings provided a wealth of actionable insights for the client:
- 1.Key Driver to Overall Liking:
- Top 3 leading attributes to overall liking are multi-layered flavor, rich aroma of sauce during cooking, and easy to dilute during cooking.
- Product Performance & Improvement:
- The overall liking score is on par with the competitors.
- However, the performance of leading attributes lose to competitors, hence the improvement is needed.
- Improving some leading attributes: (1) Multi-layered flavor, and (2) Rich aroma of sauce during cooking
- Improving other significant attributes: (1) Strong umami taste at the beginning, (2) Distinct oyster taste, and (3) Unique umami flavor of seafood
Conclusion:
Our research enabled the client to gain a clear decision to be taken where the sensory analysis indicated that product improvement is needed, particularly in the leading attributes, (1) multi-layered flavor, and (2) rich aroma of sauce during cooking.