Engaging with consumers, video diaries and whether 'overall liking' tests are really that useful...
One of the most interesting educations sessions of the day focused on getting closer to consumers, with some provocative questions from Kepa Barcenas of the Wrigley Global Innovation Center in Chicago, who asked: "Does overall liking really mean anything?"
He added: "I'm not big fan of blind taste testing. Is it the right metric to measure for our products?"
To understand consumers, he said, the best approach is to observe them in their natural environment...
