Kansei Engineering methodology to support the development of an innovative ready to eat algae soup

Francisca Pinto de Moura Cardoso Corte-Real

Key information

Authors:

Francisca Pinto de Moura Cardoso Corte-Real (Francisca Pinto de Moura Cardoso Corte-Real)

Supervisors:

Carlos Manuel Ferreira Monteiro (Carlos Manuel Ferreira Monteiro)

Published in

December 3, 2021

Abstract

Advances in technology have tremendously impacted product development, driving industries to develop new products, introducing them into the market. Marketing tools are indispensable to promote the creation of a previously untapped market niche, and to correctly develop and introduce a new product. In the present study, Kansei Engineering (KE), a consumer-oriented marketing methodology that studies the emotional aspect of a product design through statistical and mathematical models, was implemented to develop an innovative ready to eat algae soup. This product will be developed by the company Ernesto Morgado S.A. in the future and KE will help facilitate its market entry and further success. The methodology used, in addition to what the authors Simon Schütte and Lluís Marco-Almagro propose, included a free word association survey, to obtain Kansei words directly from consumers (1431), and a word categorization to include word frequency calculations and assist the selection of high-level Kansei words. This choice was made through meetings with both experts and the company, resulting in six words selected: 'Appealing', 'Convenient', 'Informative', 'Natural', 'Nourishing' and 'Sustainable'. The statistical tools, QT1, OLR, BLR and MRA were used to reach guidelines for the final product design, based on the analysis of the relationship between product properties and the emotions perceived by consumers. Should the company attempt at a combined optimisation of the different Kansei words, then a window should be present on the top sleeve, the texture should be with algae pieces, the preservation method should be refrigerated, and the labelling should include additional claims.