|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:
Assumed knowledge on:
BSc level Food Technology or equivalent
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.
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.
- 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.
The final mark for this course is determined on the basis of:
- a weighted average for the three assignments given during the course: 15% for assignment 1, 15% for assignment 3 and 25% for assignment 3 (i.e. 55% of the final mark; a minimum score of 5.5 is required); - an individual differentiation of the mark for the assignments (plus/minus) based on mutual assessment by team members with regard to the effort each made to the execution of the teamwork (see course guide for further explanation);
- a written examination (45% of the final mark; a minimum score of 5.5 is required).
All course materials will be made available on Brightspace.