EXERCISE 1

Brainstorming on focus groups (6-12 sv) - bài tập nhóm

Ideation –stage
The generation of ideas can be achieved by using brainstorming techniques with a focus group. The basic technique uses a group of people (6–
12) to creatively generate a list of ideas related to a specific subject.
Roles: Desginate a leader and recorder, one of whom will be responsible for reporting to the class. All ideas must be recorded, but no more than
three may be presented to the class.
Ground rules: Students within each team are encouraged to offer any ideas they may have, no matter how funny or out landish they may appear
to be at first. Leader should encourage free-form thinking, joking or whatever else keeps up the creative flow. Team members should observe the
following guidelines:
• No evaluation or questions allowed
• Avoid comments like:
“That wont work because…”
“That is a stupid idea…”
“That didn’t work…”
“Great idea,…”
Think “out of the box”, even the crazy idea can be build upon and generate more idea
Refine:
Once the recorder has listed all ideas on the paper:
+ Expand on the idea
+ Enhance or minimize
Evaluate
After all ideas have been generated:
• Group similar idea together
• Cross out the idea that won’t work within current parameters (remember the criteria)
• Arrange the idea in the logial order
• Prioritize
Report
Reported summurize up to three suggestions offered by the team. Students may clarify any that need further explanation.

STT Idea Mô tả vắn tắt sp

1    

2    

3    

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6    

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 9    

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12    

Class will evaluate

Review and discuss the ideas reported by each team and come to consensus on which new food product students will investigage as part of this
project.
EXERCISE 2. Screening stage
2.1. In thinking about new products, consider the list of ten questions discussed under “screening” and keep in mind current consumer trends
Ten questions for screening concepts (focus group do sceening)
1. Who will use the product?
2. How will it be used?
3. What preparation is necessary for the consumer?
4. How will the consumer benefit from it?
5. Does it have any other uses?
6. Who is the competition?
7. How is the product different?
8. Where will the product be available?
9. How will people find out about the product?
10. What will the price be?
Nhóm focus sàng lọc hay khảo sát thêm nếu cần thêm thông tin từ thị trường để sàng lọc (khảo sát từ các câu hỏi trên)?
Sau đó tiếp tục xác định các thông tin về sản phẩm đối thủ theo chủ đề “Supermarket screening”

2.2. Supermarket screening

Market screening means distinguishing profitable ideas and market opportunities by assessing the saturation of a certain market.
This is a tedious and time-consuming exercise, yet it is probably one of the most important steps in product development.
Step 1: Go to the grocery store where you usually do your shopping
Step 2: For the food category you chose, make a list of ALL products available.  List  suppliers,  prices  per  unit  and  per 
serving,  flavors, packaging sizes/options, national or regional brands, any distinct properties about the product, and the location
in the store. Note that some product categories may be spread around the store including in front displays.
The competitive products’ review of (name of products)…………………….

Products Suppliers Prices  Flavors or Main Packaging  National  Any  In store- Location (self-
per  varieties ingredients sizes/options or  distinct location service, frozen
unit  (box, glass, regional  properties (Alsie, case,
and  pouch,…) brands row refrigerated
per 
front of case,…
serving
store, Shelf position
end of (top, middle,
alsie, lower)
stand
alone

Step 3. Answer the following questions

1. Does one of these competing product stand out? ……………..why or why not……………………
2. Where in the store were most of these types o product located?...............................................
If one product was easier to find, where was it located?........................................................
 3. How many different forms or sizes of this product were there?.......................what were they?.........................
4. Which product was the most expensive?........................why?...................................
5. Which product was the least expensive?...................why?..............................
6. Which pakaging stood out the most?........................why?............................
7. What can be done to get our product to stand out from the rest of the competition?..............................
Write a summary of your finding to present to the class
Step 4: Discuss all potential competing products. Indicate any consumer and market trends that you have observed in this category or that you
have read about. Be sure to check professional magazines and trade journals for recent trends and include any such references in your report.

Step 5: Without trying any of the products in your category at the grocery store and based solely on first impression, separate 
them into one of three categories: would definitely buy, may buy, would definitely not buy.

Step 6: Choose your favorite and least favorite products and list the reasons why you chose each. Purchase these two items.

Step 7: Try your favorite and least favorite products being careful to follow the manufacturer’s recommendations for preparing the
foods. What two things do you like most and what two things do you dislike most about each? Which of the products would
you buy again?

Step 8: Based on your market screening, come up with one or more ideas for a new product in this category. These may be new
flavors, different packaging options, or completely new concepts,...
In thinking about new products, consider the list of ten questions discussed under “screening” at the beginning of the chapter and keep in mind
current consumer trends.
2.3. Concept testing (screening process using the consumers’ feedback)
Conducting a market survey to determine the target market, complete your product concept
Conducting a market survey: Screening tool to detemine the target market for your product. Remember to set up your questions so that
people respond according to the categories you establish, rather than give open-ended answers. For your report, you may write a summary or
develop a bar graph
Sample questions
Age group: under 15  16-18  sex: M, F 
Employment (if any):……………………………………………………………………………………..
Education:………………………………………………………………………………………………………….
Area in which you live (location, urban/suburban):………………………………………………………………….
Lifestyle (activity/hobby/clubs or organizations):…………………………………………………………………….
Product (frequency of product purchase, use):…………………………………………………………………………..
Likes/dislikes:…………………………………………………………………………………………………………….
Decision-making status (who does the grocery shopping or the household?):………………………………………………..
Place of purhase (supermarket, local grocery, gourmet shop, on-line, etc): ……………………………………………………
Brand(s) purchased:……………………………………………………………………………….
Are they interested in the product?.............................................................................................
How much do they like the product? .............................................................................................
How desirable do they find the product's features? .............................................................................................
 What features do they like most/least? .............................................................................................
How well would the product compare to other brands or a similar product? .............................................................................................
What price point would they find appealing? .............................................................................................
What would they like to change about the product? .............................................................................................
You may want to present several different concepts to determine which ones the customers find most desirable……………………….
Specific Example
1. What are you trying to solve by using our product?
• Build Muscle
• Manage my cholesterol
• Satisfy Hunger
• Lose weight
• Improve brain function
• Strengthen bones
• Sleep better
• Improve digestion
• Indulge
• Cool down
2. What are you missing in food product category X
• Diet: vegan-friendly. No, vegan-loving.
• Occasion: film night! Snacks that go great with thrillers and High School Musical.
• Size: perfect to share, even with non-vegan friends
• Taste: egan cheese-flavoured crisps, or vegan M&M’s?
3. If you could substitute one of the flavours we sell, which one would it be and what for?
Here you can list all the flavours you’re currently selling, and give a list of options that you’ve been considering.
4. What foods do you like to combine product X with?
peanut butter and jelly, or the ever-controversial pineapple on pizza. 
5. If you could adapt one thing in product X, which would be the first thing?
Think sizes, price, packaging. Or let them dream out loud by giving them the room for all ideas.
6. If you could magnify one aspect of our product, what would it be?
Bigger portions? A stronger flavour? More serving suggestions? Find out what your customers can’t get enough of and double down on that.
7. How would you like to put product X to some other use?
Would you like an ice cream that is suitable for breakfast? A slice of pizza that you can take as a snack without having to carry an entire box?
Find out how your customers are really using certain products, or how they would like to use them if the packaging or portion was suitable for
it. 
8. If you could eliminate something from your diet, what would it be?
This might sound useless in new product development, but in the bigger picture — which a survey should reveal — this could be very useful
information. Maybe you’re looking to create a new breakfast product, but you want it to fit into someone’s dietary restrictions. So, should you
focus on gluten-free options? This question will help you find out. 
9. What food habits would you like to replace, and with what?
Here you can again give your respondents two lists to choose from: one with common food habits, and one with healthier — or at least different
ones. Like question 8, this type of question will help you see the bigger picture and also helps with positioning.
10. How well do you think the idea for this particular product fits our brand?
We’re certain that with all their resources, Red Bull and Coca-Cola could create spectacular tea. But it would probably not catch on, because
that’s just not what their brand stands for. So, in your product development survey, do take a moment to see if your brand-new idea actually fits
your brand, to prevent a marketing disaster.
Ref. https://www.askattest.com/blog/guides/sample-survey-questions-for-new-food-product
Sau khi hoàn thiện product concept (từ ý kiến thị trường), ta cần test feasibility
EXERCISE 3. Feasibility testing (nhóm focus test- 6-12 người) lưu ý, cái gì cần ý kiến chuyên gia, cái gì cần ý kiến khách hàng, người tiêu
dùng. Kết quả chỉ chọn lại 1 idea phù hợp nhất.

Concept 1 Concept 2 Concept 3 Notes

Regulation  Yes No 

Any isssue of adulteration, natural toxicants, food

additives, residues, unsanitary processing or holding
practices ?      

Any issues of labeling?      

       

Technology      

Do you have existing equipment, facilities, and process?      

Technologicallly feasible?      

Ingredients include whether the commodity will be

available for purchase year-round or seasonally?      
More than one supplier?      

Material specification must be followed by all suppliers?      

Water supply and sewage systems?      

Conditions inside the plant (temp, RH) affect by

seasons?      

Types of packaging materials?      

Can competee with competitors?      

Can do it ?      

Normal, frozen or refrigerator storage?      

Any influence during distribution?      

How long a product can hold ?      

Any susceptible to the growth of spoilage and pathogenic

microogranism?      

Any allergens and physical contaminants (metal)?      

 Finance      

Stratergic of company?      

Finances enough?      

No labor      

No raw materials      

No packaging      

Electricity or fuel or energy consumption      

Enviromental polution from wastes, air, water,..      

Kết thúc quá trình sàn lọc tính khả thi, chọn một ý tưởng phù hợp nhất dùng để thực hiện bước tiếp theo – tạo sản phẩm
Bench top product development – làm sản phẩm nhỏ- phòng thí nghiệm, sau đó lên pilot (pilot scale) để xác định công thức cho quy mô này.
EXERCISE 4. Product testing (hay consumer testing, tập trung chất lượng sp) – vs market testing (không chỉ là chất lượng sản phẩm)
1. Look at the product, which area/picture, text, color…you like the best about this product?
2. Look at the product, which area/picture, text, color…you like least about this product?
3. Why did you make that selections?.....
4. What is your first reaction to the product?
 Very posssitive,
 Somewhat possitve,
  Neutral,
 Somewhat negative,
 Very negative
5. How would you rate the quality of the product?
 Very high quality
 High quality
 Neither high nor low quality,
 Low quality,
 Very low quality
6. How innovative is the product?
 Extremelyy innovative
 Very innovative
 Somewhat innovative
 Not so innovative
 Not at all innovative
7. What you think about the product, do you think of it as something you need or don’t need?
 Definitely need
 Probably need
 Neutral,
 Probably don’t need,
 Defintely don’t need
8. How would you rate the value for money of the product?
 Excellent
 Above average,
  Average,
 Below average
 Poor
9. If the product were available today, how likely would you be to buy the product?
 Extremely likely
 Very likely
 Somewhat likely
 Not so likely
 Not at all likely
10. How likely are u to replace your current product with the product?
 Extremely likely
 Very likely
 Somewhat likely
 Not so likely
 Not at all likely
11. How likely is it that you would recommend our new product to a friend or coleageue?
Not at all likely Extremely likely

0 1 2 3 4 5 6 7 8 9 10

12. In your own words, what are the things that you likee most about this new product?
…………………………………………………………………………………………
13. In your own words, what are the things that you would like to improve in this new product
……………………………………………………………………………………………..
Questions in commercial product testing (market testing)
 
Marketing

• What will be the consumers' purchasing/repurchasing behaviour?

• What will be the consumers' reactions to the prices, the promotions?

• What are the predicted pessimistic, most likely and optimistic sales units

   and revenue over the next months, years?

• What are the predicted competitive reactions?

• What are the predicted market shares?

Product

• Is the product what the consumers want?

• Does the product have the benefits wanted by the consumer?

• Does it have the desired attributes wanted by the consumer?

• What are the consumers' concerns about the product?

• Is the package acceptable, right size?

• Are the product and packaging attractive at point-of-sale?

• Are the product and pack ethical, legal?

• Do the brand and the product image relate to the product?

• What is the consumers' total concept of the product?

The questions to be answered in the large-scale test include:

 Which consumers like/dislike the product?
 Do they prefer it to competing products?
 What product characteristics need improvement?
 Does the product or the packaging need to be redesigned?
 Will they buy the product at the given price?
 In what price range will they buy the product?
 How much will they buy, and how often will they buy at the different prices in the price range?