Accelerating bread product development by understanding weak signals and strong communications: The case of a wholesome bread that delights consumers
November 2008
This paper discusses a study that presents an Internet-based, collaborative filtering approach to determining consumers’ bread product preferences and then assessing other consumers’ reactions to test product innovations based on those preferred ideas and concepts. The goal of this research was to optimize new ideas and messaging for delicious and wholesome breads that are richer in texture and more flavorful than traditional breads. This study identified new features of breads corresponding to a defined need state (morning vs. evening bread), as well as different consumer segments with different bread requirements (flavor seekers, health-concerned, packaging concerned).
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