January 2001

This paper presents a data based approach to jump-starting the development process. The approach, category appraisal, obtains ratings from products in the competitive frame. Here, that competitive frame is soft-serve ice cream. Data from consumer ratings of liking and sensory attributes enable the researcher to determine how well products perform, what sensory attributes 'drive' overall liking, and what are the sensory levels and landmark products corresponding to newly identified market opportunities. These opportunities may consist of a highly acceptable product, a product with specific sensory attributes, or image attributes, or even some combination thereof.

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