June 2002

This paper presents an analysis of some current (Feb-Mar, 2001) messages about new technologies for food sterilization (e.g., irradiation, electrical, etc.). Messages from 11 websites devoted to these methods were deconstructed into 90 component phrases. The 90 phrases were mixed and matched into small, new test concepts, using the method of conjoint analysis on the Internet. Respondents rated the combinations using a 1-9 interest scale. Analysis of results through dummy variable regression identified the part-worth utility of each element as a driver of interest. The total panel data showed a narrow range of utilities, and a moderate interest in new sterilization technologies. Concept response segmentation revealed four emerging segments: non-responsive, interested and non-responsive, interested in general and non-technical messages, and interested in technological claims. These segments respond to different phrases, so optimal communications should create different sets of messages, optimized for the demands of each segment separately.

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