CONSUMER RESEARCH ON NEW PRODUCTS 473 prepared by an untrained technician in only two days, following a very simple, routine set of instructions. Recording of viscosity, clarity and similar information was also a routine task. Evaluation and the determi- nation of new directions to take, of course, had to be done by someone trained in this technique. In addition to the assurance of knowing that all work done is purposeful, this technique gives a wealth of information about the particular system being explored. The diagrams clearly define the changes in viscosity and/or gel clarity caused by formula changes, temperature and storage. Too often, the usual practice is to pick a recent formula for production, merely because it is the best to date. The ternary diagram method, how- ever, by clearly defining borderline areas, gives the positive assurance that the final formula chosen is the best one possible. CONSUMER RESEARCH ON NEW PRODUCTS By R. H. MARRIOTT, D.Sc.* Presented September I, 1960 1st Congress of Cosmetic C/•emistry, Interna- Federation of Societies of Cosmetic C/•emists, Munic/•, Germany THERE is ABUNDANT EVIDENCE that when a new product is to be launched, it is necessary to have some indication of consumer acceptance. It would appear, however, that there is a significant weakness in the way in which the consumer acceptance is judged and, almost wholly, this would seem to arise from the method of approach which is adopted in submitting the samples to the members of the panel. It is well appreciated that judg- ment of anything by the senses, whether it be sight, odor, taste or feel, can be influenced by innate psychological bias and it is well accepted that lead- ing questions with regard to features of the product should be avoided. Nevertheless, it is fair to say that the lay mind is not trained to be highly observant of the fundamental qualities of a product. That this is so, is shown by the structure of all modern companies that sell their products through the normal channels direct to the consumer, in that they have to be primarily, highly skilled in the arts of marketing and although obviously one cannot market something unless one is able to make the product, never- theless, the making of the product is subsidiary to skill in marketing. In the main, marketing means drawing attention of the consumer to a particular product, extolling its virtues and advantages in, of course, a responsible fashion, so creating a desire in the consumer to purchase the * County Laboratories, Ltd., Brentford, Middlesex, England.

CONSUMER RESEARCH ON NEW PRODUCTS 473 prepared by an untrained technician in only two days, following a very simple, routine set of instructions. Recording of viscosity, clarity and similar information was also a routine task. Evaluation and the determi- nation of new directions to take, of course, had to be done by someone trained in this technique. In addition to the assurance of knowing that all work done is purposeful, this technique gives a wealth of information about the particular system being explored. The diagrams clearly define the changes in viscosity and/or gel clarity caused by formula changes, temperature and storage. Too often, the usual practice is to pick a recent formula for production, merely because it is the best to date. The ternary diagram method, how- ever, by clearly defining borderline areas, gives the positive assurance that the final formula chosen is the best one possible. CONSUMER RESEARCH ON NEW PRODUCTS By R. H. MARRIOTT, D.Sc.* Presented September I, 1960 1st Congress of Cosmetic C/•emistry, Interna- Federation of Societies of Cosmetic C/•emists, Munic/•, Germany THERE is ABUNDANT EVIDENCE that when a new product is to be launched, it is necessary to have some indication of consumer acceptance. It would appear, however, that there is a significant weakness in the way in which the consumer acceptance is judged and, almost wholly, this would seem to arise from the method of approach which is adopted in submitting the samples to the members of the panel. It is well appreciated that judg- ment of anything by the senses, whether it be sight, odor, taste or feel, can be influenced by innate psychological bias and it is well accepted that lead- ing questions with regard to features of the product should be avoided. Nevertheless, it is fair to say that the lay mind is not trained to be highly observant of the fundamental qualities of a product. That this is so, is shown by the structure of all modern companies that sell their products through the normal channels direct to the consumer, in that they have to be primarily, highly skilled in the arts of marketing and although obviously one cannot market something unless one is able to make the product, never- theless, the making of the product is subsidiary to skill in marketing. In the main, marketing means drawing attention of the consumer to a particular product, extolling its virtues and advantages in, of course, a responsible fashion, so creating a desire in the consumer to purchase the * County Laboratories, Ltd., Brentford, Middlesex, England.