FQD-31806 Product Properties and Consumer Wishes

Course

Credits 6.00

Teaching methodContact hours
Lecture12
Group work32
Course coordinator(s)dr. ir. AR Linnemann
Lecturer(s)prof. V Fogliano
dr. ir. AR Linnemann
dr. YK van Dam
dr. T Oliviero
Examiner(s)dr. ir. AR Linnemann

Language of instruction:

English

Assumed knowledge on:

BSc level Food Technology or equivalent

Contents:

This course introduces theories, methods and models for consumer research in product development.
It provides a step-by-step overview of the product development process from the initial identification of opportunities in the market till the testing of new product concepts among consumers, aiming at the implementation of consumer wishes in the process of product development. As such the main contribution of this course to the study programmes of the participating students is to increase their skills to collaborate across disciplines with experts in another area and to apply knowledge in an area of expertise other than their own, in other words the course strengthens the horizontal bar of the so-called T-shaped skills that Wageningen students need to acquire.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain the need for continuous new food product development;
- identify the various stages of the new product development process;
- summarize relevant concepts and methods that are used at these different stages;
- apply the appropriate research approach to find the answers to particular product development questions;
- create a briefing on a new product concept;
- apply, analyse and evaluate the QFD and laddering techniques in the early stages of new product development;
- design, conduct, analyse, report and reflect on a small consumer study on consumer evaluations of a new product and its competitors;
- describe the major differences among multivariate data analysis techniques for answering research questions that are typical for consumer studies.

Activities:

- lectures on principles of consumer behaviour and research (e.g. in-depth interviewing, focus groups, laddering, surveys, compositional perceptual mapping, QFD and product design);
- group assignments in which students go through several consecutive stages of consumer-oriented food product design.

Examination:

The final mark for this course is determined on the basis of:
- a weighted average for the assignments given during the course (55% of the final mark; a minimum score of 5.5 is required for each assignment;
- an individual differentiation of the mark for the assignments on the basis of peer evaluation by team members;
- a written examination (45% of the final mark; a minimum score of 5.5 is required).

Literature:

Will be made available during the course.

ProgrammePhaseSpecializationPeriod
Restricted Optional for: MFTFood TechnologyMScC: Product Design2AF
MFTFood TechnologyMScB: Food Innovation and Management2AF
MFTFood TechnologyMScG: Sensory Science2AF
MFTFood TechnologyMScI: Gastronomy2AF
MNHNutrition and HealthMScF: Food Digestion and Health2AF
MNHNutrition and HealthMScD: Sensory Science2AF
MFQFood Quality ManagementMSc2AF