Wednesday 7th June 2017
PREFERENCE & EMOTIONS

8.30 – Registration

9.00 – Introduction

9.30-10.30 – John Prescott
Explaining preferences 
Theoretical background
• Psychology of consumer preferences
• Influences: exposure, familiarity, attention, learning mechanisms

10.30-11.00 – Break

11.00-12.00 – John Prescott
Measuring preferences: methods and case studies
Explicit and implicit measures of preferences
• Rating scales: applications and limitations
• Implicit methods: Implicit association task (IAT), priming

12.00-13.00 – Erminio Monteleone
Interpreting individual differences in liking

Hands on: Interpretation of preference mapping

13.00-14.00 – Lunch

14.00-15.00 – Sara Spinelli
Explaining emotions
Theoretical background
• What are emotions
• Emotions and decision-making
• Emotions and language
• What emotions are we measuring

15.00-15.30 – Break

15.30-17.00 – Sara Spinelli
Measuring emotions: methods and case studies
• Explicit measurements: verbal and visual self-reports
Standardised and product specific questionnaires; Questionnaires using words and/or images
Examples: EsSense Profile, GEOS, EmoSemio, PrEmo
• Implicit measurements: Implicit Association and Emotive Projection Test
• Measuring emotions through physiological measures (ANS)
• Measuring emotions from the brain: applied consumer neuroscience
Emotions in product development
• Emotions in the product experience: from the product to the packaging (and back)
• Sensory and branding: the impact of expectations on emotions

17.00-18.00 – Sara Spinelli
Analysing emotions

Hands on:
Questionnaire design and translation
Multi-country studies

Thursday 8th June 2017
EXPECTATIONS & CONTEXT

9.00-10.30 – John Prescott
Explaining expectations
Theoretical background
• Expectations as a psychological construct
• Sources of expectations: memory, associations
• Types of expectations: sensory-based, hedonic or affect-based, credence-based expectations

10.30-11.00 – Break

11.00-12.00 – Erminio Monteleone
Measuring expectations: methods and case studies
• Assimilation and contrast effects
• The role of expectations in consumer-driven product development
• Measuring expectations to gain an insight into product performance

12.00-13.30 – Gastón Ares
Analysing expectations
Conjoint analysis: Evaluation of how extrinsic characteristics influence consumer expectations

Hands on:
Conjoint Analysis – Relative importance of intrinsic and extrinsic characteristics on consumer perception

13.30-14.30 – Lunch

14.30-15.30 – Sara Spinelli
Explaining context
Theoretical background
• What is a context?
• Context, behaviour, preference and emotions
• Preferred context and individual differences

15.30-16.00 – Break

16.00-17.00 – Betina Piqueras Fiszman
Studying context: methods and case studies
• Why/when should we involve a context?
What is worth evoking?
• Methods to evoke a context: Written scenarios, videos, pictures, immersive settings, Virtual reality; Pros and cons
• Methodological issues: effectiveness, vividness, relevance to the consumer, level of detail, appropriateness
• Comparisons with natural settings: what have we learnt?
• Within vs between subjects and timing

17.00-18.00 – Betina Piqueras Fiszman
Interpreting Context

Hands on:
• Completion of example questionnaire
• Analysis and interpretation of two case studies using R
• Identifying the importance of contextual dimensions by means of conjoint analysis

Friday 9th June 2017
SENSORY CHARACTERISATION

9.30-10.30 – Paula Varela
Explaining sensory characterisation
Novel methods for sensory characterisation in product development:
• Based on individual attributes
• Based on global differences (holistic)
• Based on comparison with references
• Free evaluation

10.30-11.00 – Break

11.00-12.00 – Paula Varela
Measuring sensory differences and similarities: methods and case studies
• Sorting and Projective Mapping/Napping®
• Holistic methods in new product development
• Hands-on: projective mapping test

12.00-13.30 – Gastón Ares
Analysing sensory differences and similarities
Applications of Multiple Factor Analysis (MFA)

Hands on:
MFA using R – Application to projective mapping
data under blind and informed conditions

13.30-14.30 – Lunch

14.30-15.30 – Paula Varela
Sensory, liking & co. Alternative methods to preference mapping
• Market and category exploration
• Product development support
• Preference mapping and product optimization based on consumer profiling

15.30-16.00 – Break

16.00-17.00 – Gastón Ares
Measuring product perception: methods and case studies
• Application of check-all-that-apply (CATA) and rate-all-that-apply (RATA)
• Questionnaire design
• When does the addition of a rating task improves the performance of CATA?
• Insights for product optimization: Penalty-lift and penalty analysis based on the ideal product

17.00-18.00 – Gastón Ares
Analysing product perception
Application of CATA questions including sensory, emotional and wellbeing-related terms.

Hands on: CATA analysis using R