CONSUMER TRIALS TESTING
which can cloud the sensory perception process.
A further tool will be the use of the appropriate questionnaire, which may be designed in such a way that the perception is scored on a scale from 0-10. With this sliding scale, quantifiable values can be produced and integrated into statistical calculations. When conducting internal sensory panel trials, it is important to remember the following: • DO calibrate your internal sensory panel in language and how to describe product attributes;
• DO clearly communicate to panel participants to not influence each other;
• DO introduce randomisation into the evaluation process;
• DON’T influence or distract other panel members;
• DON’T create too lengthy
questionnaires as the participants may suffer from test fatigue, introducing erroneous variables on the statistical results;
• DON’T set up a test in a closed distracting environment. Ensure there is good ventilation and space to move while keeping the health and safety of participants as a top priority.
SELF-EVALUATION QUESTIONNAIRE
When there is a need to understand what type of customers are using what type of brand in a certain way self-evaluation questionnaires come into play.
Self-evaluation questionnaires are normally sent via email to the consumer. As part of this approach, the consumer demographics are also captured. This includes the consumer’s age, sex, profession, skin type, products they normally use, etc.
The product tested in self-evaluation questionnaires includes competitor products and additionally generates information on brand awareness.
EVALUATION APPROACHES Different organisations performing consumer testing have different budgets and resources available.
However good statistical data can be generated for a consumer study by having a decent size number of participants. Ideally, a population between 20-30 will provide initial insights. The higher the population, 40-50, the more representative the data will become.
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However, this depends on the demographic targeted. For example, you may be running a consumer study on hair dyes, specifically designed to cover grey hair.
This will automatically trigger a population of a certain age group, where greying occurs, to apply to participate in this study.
Obvious and less obvious variables come into play as participants originate from a wide spectrum of backgrounds. Age, gender, ethnicity, culture, skin type, socio-economic background, education, health, upbringing, pain threshold, temperature tolerance, ethics and morals – these overarching variables have an influence on how the participant perceives the world around them.
CLAIMS-SUBSTANTIATION One of the most important reasons why consumer studies are undertaken is to substantiate a claim and differentiate the product from its competitors. As a responsible person, your pre-market responsibilities include that claims have supporting data generated attached to the product. The claims need to also be appropriately applied.
According to the EU Cosmetics Regulations 1223/2009 or Cosmetics Products Enforcement Regulations 2013: Great Britain, a product claim must be truthful; it would be untruthful, for example, if a product is claiming to eliminate dandruff and there was no evidence to support the claim. It would be expected that the responsible person holds sufficient scientific data or clinical evidence to support this type of claim. Therefore, it is not only good practice to conduct claims substantiation
studies, but it will ensure ‘
DON’T create too lengthy questionnaires as the participants may suffer from test fatigue
that the responsible person stays on the right side of the regulatory and compliance framework that has been established for cosmetic products in the regions where the product will be sold. So, what type of study would one undertake?
The use of home user trials can be invaluable for in-depth insights into the user experience but may be limited in its potential to provide new clinical evidence and vital statistical data. The best way to overcome these limitations would be to conduct an in vivo sensory evaluation. Things to bear in mind:
• DO ensure you follow best practice; • DO have a well-established protocol and robust scientific methodological approach. This will ensure that your final data is statistically valid and relevant;
• DO assign an expert testing house that works to the state of the art and has the right credentials;
• DO be clear when working with a testing house on what claims you wish to support;
• DON’T try to conduct this type of evaluation if you do not have the right in-house skills;
• DON’T have too small a representative group. This may invalidate your findings, not making them statistically viable
Author Dr Henry Brew, Here2Grow Cosmetics & Homecare Labs
www.here2grow.com
April 2023 49
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