Quality Emotional Preference
QEP Marketing Clinic - qualitative and quantitative market research
Understanding and measuring consumer emotional preference to deliver competitive advantage
Articles we have written based on our experience
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‘The tricks of the trade with taste buds’Concern about obesity in western countries is putting increasing pressure on food manufacturers. Encouraged by their success in taking on tobacco companies, class action lawyers and health campaigners are desperate to find evidence that "Big Food" deliberately fuelled the over-eating epidemic.
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‘Old Brand Establishes Fresh Approach’Finding something new to say about a long-established brand is never easy for marketers. When the brand is Dr Pepper, which first hit the market in 1885, it is well-nigh impossible.
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‘Flavour expert Thornton Mustard tells Judith Woods why we garnish turkey with cranberry sauce and prefer plum pudding to prunes’Several years ago, on Christmas Eve, I realised I had forgotten to buy cranberries. When I broke the news to my husband and wider family who had pitched up, there was near mutiny.
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‘Making the Taste of your Brand fit the Chinese Palate’As everyone knows the Chinese market for western consumer goods is absolutely exploding. In food products they have local brands which are well established but most of these deliver against their traditional taste experience. |
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‘The Consumer’s Experience of Obesity and Its Avoidance’A new understanding about the causes and possible resolution of obesity by addressing the core problem of sensory and stimulation deprivation based on an in-depth psychological study across three continents |
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The ‘Taste Signature’
by Thornton Mustard.The Taste Signature deals for the first time with the contribution made to the world’s greatest consumer food and drink brands by their taste performance. For 25 years The Marketing Clinic has researched a “Who’s who” of the great brands throughout the world, working over 22,000 consumers and 2214 product developments.
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