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Integrating The Packaging and Product Experience in Food and Beverages: A Road-Map To Consumer Satisfaction 1st Edition Burgess
Integrating The Packaging and Product Experience in Food and Beverages: A Road-Map To Consumer Satisfaction 1st Edition Burgess
Edited by
Peter Burgess
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213 Improving the safety and quality of eggs and egg products Volume 1
Edited by Y. Nys, M. Bain and F. Van Immerseel
214 Improving the safety and quality of eggs and egg products Volume 2
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296 Integrating the packaging and product experience in food and beverages:
A road-map to consumer satisfaction
Edited by P. Burgess
Preface & Acknowledgments
I recently read about a new food and beverage award scheme entitled “Het Gouden
Ei”—the Golden Egg. The scheme, run by the EU-based campaign group FoodWatch,
asked Dutch consumers to look back over 2015 and vote for the most misleading food
or beverage product. Interestingly, they had no shortage of nominations! Although
somewhat mischievous in approach, the award highlights how easy it is for a brand
proposition to be eroded in the eyes of the consumer when components of the product
experience, including elements such as product packaging, on-pack sensory messages,
and ingredients, are not aligned with consumer expectations.
The above considerations represent the focus of this book and also have become
increasingly central to the work undertaken by the Consumer & Sensory Science
Department at Campden BRI.
To put this changing focus into context, the Department has over many years
supported the industry by providing guidance principally in the area of food and beverage
product development, and to a lesser degree associated packaging-led innovation
initiatives.
Reflecting advancements in the consumer and sensory science discipline, new
methods, tools, and analytical approaches have been used by the Department to facil-
itate optimization and product appeal among target consumers.
While these techniques have been effective at deconstructing products into their
respective sensory attributes, and by linking these to hedonic measures, they have
enabled products to be formulated for specific market segments, there is a growing
recognition that optimizing products on this basis provides only a partial assessment
of consumers’ interactions with a product.
Indeed, this partial assessment carries a risk for the product developer in that per-
haps additional factors such as context, usage occasion, and expectations regarding
product performance could well be more significant in shaping consumers’ response
to the product experience than liking measures alone.
Against this background, Campden BRI has increasingly undertaken precompetitive
research projects, administered under our BRI’s member-funded research program, that
go beyond traditional consumer and sensory science approaches. These projects include,
for example, an assessment of consumers’ explicit emotional responses to products,
the application of evoked context approaches in product evaluation and understanding
consumers’ interpretations of on-pack communication, including perceptions of nutrition
and health claims, among other areas.
These various diverse projects have focused the attention of the Campden BRI
consumer and sensory science team on the role of packaging, its interrelationship with
xxvi Preface & Acknowledgments
the product, and the impact this relationship may have on consumer opinions of the
consumption experience.
As a consequence of this growing interest, a proposed new three-year mem-
ber-funded project, “Packaging design - a strategic approach to enhance consumers’
sensory perceptions and overall enjoyment of healthy food and drinks,” received
approval to progress in 2014 from Campden BRI members.
This project was designed to explore consumers’ associations among design ele-
ments (eg, color, shape, and imagery) and their perceived “healthiness,” in particu-
lar identifying those elements that evoke a feeling of healthiness in the consumers’
mind-set.
In addition to the above-mentioned project, Campden BRI convened a seminar
entitled “Consumer evaluation of packaging: techniques and applications,” which was
held in Chipping Campden, Gloucestershire, in October 2015.
This seminar focused on trends in the design and development of packaging, oppor-
tunities to influence consumer expectations and experiences of a product through pack-
aging design, consumer perceptions of new packaging technologies, and approaches
to measure consumer engagement with products and packaging. The seminar engaged
designers, consumer and sensory scientists, and experts from psychology as well as
the retail sector.
The seminar was well attended and structured in a way to encourage discussion,
learning, and the sharing of experiences. Indeed, this exchange of experiences empha-
sized the importance of an integrated approach to packaging and product development
in supporting consumer-centric innovation, particularly in light of the emerging focus
in industry on the concepts of sensory branding and marketing; see, for example,
Krishna, A. (2010), Sensory Marketing: research on the sensuality of products (Ed.
Krishna, A.) Routledge Taylor Francis, 1–13.
The seminar was directed by Dr. Sarah Thomas (Campden BRI) with guidance
and logistical support from colleagues Daphne Davies, Bethany Brown, and Phillipa
Biddle.
Simon Harrop (CEO Brand Sense) expertly managed proceedings on the day, which
included presentations from Peter Booth (Tin Horse), Dr. Lars Esbjerg (Aarhus
University), Dr. Joy Goodman-Deane (University of Cambridge), Andrew Revell
(Leeds Beckett University), Stergios Bititsios (Cambridge Design Partnership), and
Dr. Eamon Fulcher (Neurosense Ltd).
This book reflects much of the content of the seminar noted above. The book effec-
tively comprises two sections; the first four chapters focus on issues and opportuni-
ties for consideration when it comes to product and packaging design. The remaining
chapters principally consider methods and techniques for assessing the integrated
packaging and product experience.
In chapter “Multisensory Packaging Design: Color, Shape, Texture, Sound, and
Smell,” Spence critically reviews the literature on multisensory food and beverage
packaging, with a focus on the contributions of the various senses to the consumer
experience. Notably the influence that the multisensory attributes of the packaging can
have on consumers’ perception of the taste/flavor of a product is examined, with Spence
concluding that interest in the multisensory attributes of product packaging is only
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tiempo la idea de proseguir la abandonada empresa. Mas
Te quitaré la corona;
Pisarála Carlos Quinto;
Pondré en tus bárbaros templos
Lo estandartes de Cristo.
Pondré la planta en tu cuello,
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Y al subir á mi caballo
Me servirás por estribo.
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y hablar el lenguaje propio de los afectos del alma. No así en las
descripciones y relatos, en los cuales vierte el caudal de sus
tinieblas, como, pongo por caso, en la relación que hace Tundama
de su victoria sobre los popayanos, que es larga y tenebrosa como
noche de invierno.
Para concluir, La Conquista de Bogotá es una de tantas comedias
de descubrimientos y conquistas, en las cuales ni éstas ni aquéllos
se nos muestran con la verdad y poesía que tuvieron. Toda la
realidad y la vida con que aparecen en los monumentos históricos,
desaparecen al ser convertidas en alegorías artificiales, batallas de
teatro ó enredos de damas y galanes, ni más ni menos que en las
comedias de capa y espada.
Digámoslo de una vez: los hechos del descubrimiento y conquista
del Nuevo Mundo no caben en el teatro. Caben, sí, en la Historia,
que puede presentarlos en su propia grandeza y con su natural
hermosura.
EL ALFÉREZ DOÑA CATALINA DE
ERAUSO
EL Capitán Miguel de Erauso, vecino de San Sebastián, á fines del
siglo xvi y principios del xvii hubo en su mujer María Pérez de
Galarraga tres hijos, militares los tres, otras tantas hijas, todas
monjas profesas, y, además, el sér extraño vulgarmente conocido
con el nombre de La Monja Alférez, militar como sus hermanos,
monja como sus hermanas, en el claustro Soror Catalina de Erauso,
y en los ejércitos de Chile y el Perú Alonso Díaz Ramírez de
Guzmán.
La existencia de este fenómeno antropológico consta del modo
más auténtico en documentos y testimonios fehacientes de su
época. Hablan de tan singular mujer: el Dr. Isasti, en su Compendio
histórico de la Provincia de Guipúzcoa; el maestro Gil González
Dávila, en su Historia de la vida del ínclito monarca, amado y santo
Don Felipe III; Pedro de la Valle, el Peregrino, en Carta á Mario
Schipano, fechada en Roma el 11 de Julio de 1626, y otros textos de
menor importancia, escritos, como los anteriores, en vida de la
célebre Monja.
Á los mismos días pertenece también la comedia de Montalbán La
Monja Alférez, compuesta el año en que ésta se hallaba en Roma,
que fué el de 1626.