To discover whether innovative flavor options will attract new consumers to a well-known brand of beer.
Test Type
Monadic data with sequential assessment of three flavors, presented in random rotation, with a self-completed questionnaire.
The test was conducted with the same consumers on two separate days, the first with no brand identification and the second identifying the brand through placing a bottle displaying the brand on the test table.
Sample Size
600 in São Paulo and 600 no Rio, making a total of 1,200. Selection was conducted through personnel recruitment and by telephone calls with personalized invitations delivered.
Beer Temperature
Half the beer samples were tested at a temperature of 0-1 °C and the other half at 4-6 °C.
Sample Selection
Only men, selected by age quotas in proportion to the composition of the population of habitual beer consumers. In the participant screener, they were identified as consumers even if only occasional drinkers of the brand being tested.
Venue
At well-located hotels in each city, each with a reception area for screening potential respondents, a pantry with three refrigerators, one for each type of beer being tested, and the tasting area as such. The consumers sat at tables placed at least 1.5 meters apart, with no visual contact. The beers were served in glasses identified by non-sequential numbers.
Flavor Masks
No smoking was permitted, nor any gum or anything in the mouth that might alter the flavor of the beer. Before starting the test and in the breaks between each tasting session, consumers rinsed out their mouths with water or ate a cream cracker.
test duration
Some forty minutes, encompassing the instructions given to each group of respondents, the three tests and completing the questionnaires.
Incentive for Participants
Each participant was given a cash amount for participating in these tests on two different days.