Presentation of Athletic Apparel Case Study at the 2005 Pangborn Sensory Science Symposium
Yorkshire, UK
Monday August 8th, 1-2:30pm
As companies strive to develop new and improved products within the limitations of available resources, there is a need to establish clear direction based on consumer input. To address this need, Tragon has developed an interactive approach to integrating Sensory, Consumer Research, and Product Development.

Tragon has applied this interactive approach in a case study on running shirts to demonstrate the benefits of early integration of consumer, sensory, and interactive research methods.

The study involved three research methods – Tragon QDA®, Central Location Testing, and Sensory Immersion to assess products, brands, concept statements, and functionality. Results determined consumer perceptions differ from sensory function and consumer satisfaction after extended use.

Results indicated that the use of an integrated research approach offers an opportunity to define direction of next steps for both product development and marketing.

Presentation at the 2005 Pangborn Sensory Science Symposium
Yorkshire, UK
Monday August 8th, 4:15-4:35pm
Throughout the world natural cork is the primary closure used for bottled wines. However, wineries are actively exploring alternative closures due to the increase in concerns regarding defective natural corks that “taint” wine. Alternatives closures include synthetic or plastic corks, composite corks, and screw caps. Most research has focused on the impact of these alternative closures on wine quality, but little is known of the impact these alternative closures on consumer’s wine usage occasions and purchase.

This conjoint research was undertaken to measure consumer awareness and relative importance of the natural cork closure relative to their wine purchase behaviour? Three closure types (natural cork, synthetic cork, and screw cap) were combined with country of origin (Old and New World), varietal, and price to determine their effects in terms of importance and purchase interest.

Approximately 700 consumers in three USA and four Australian markets participated. The study also provided feedback on awareness of cork taint and the musty/mouldy aromas associated with defective corks, and how a change in wine closure could impact their purchase decision.

Results from this study clearly suggest that use of alternate closures impacts consumer’s perception of how and when they would purchase wines at different price points and there are cross cultural differences.

Tragon launched its new Immersion Research Program at July’s IFT Annual Meeting and Food Expo in New Orleans. “We knew that a strategic research tool allowing technical and Marketing groups to achieve integrated, focused innovation would be compelling,” says Joe Salerno, Director of Marketing and Sales. "... but the response during and since the show has been tremendous."

Tragon is pleased to announce the opening of its new European office, located in Le Bourget du Lac, France. Headed by Director Laurent Lyothier, the new office will allow Tragon to better serve key current clients and accommodate increasing demand for its services.