PRODUCT TESTING IN THE SPHERE OF PRODUCT DEVELOPMENT may not be one to which the average consumer attaches any great weight, and the product test results may reflect this. In your example you quote a high percentage of no preference. This is a useful indication whether or not the public are concerned about the differences between the products. I would not interpret it to mean that there is a big difference between them that they had not noticed, providing of course that the test had been properly designed and executed. MR. N.J. VAN ABBg: In page 25 (b) you refer to re-interviewing a minority to get further information. It seems to me that one of the bugbears of all product testing is memory and its fallibility. Surely you are more than doubling the variants when you go back again after the interval needed to analyse the first results. Do you think this is ever really justifiable? TI•E LECTURER: This is a valid point, but if you want to find out what these people think one must go back to them, or repeat the test asking the appropriate questions of those who expressed a certain view. I entirely agree that memory can well bias results and one must guard against this in the test design as far as practic- able. If this eventuality can be foreseen the appropriate questions can be built into the recall interview. MR. R. CHUDZII/OWSI/I: What would be the best approach to panel testing of products, the concepts of which involves complete re-education of the public, for instance new modes of application? THE LECTURER: YOU may have to educate them how to use this product by demonstration, or possibly by using an explanatory leaflet. MR. R. E. ECIrTON: To what extent do you find that consumers are able to relate perfumes to product claims? TI•E LECTURER: This is one of these difficult areas where more work needs to be done, and this applies not only to perfumes but to taste, and the feel of things as well. We lack an adequate vocabulary to convey to people exactly what xve want them to understand they in turn are unable to properly communicate their impressions to us. A great deal of experimental work has already been undertaken in this and allied fields but more research is needed. Most people are familiar with basic flavours and able to distinguish betxveen sweet and sour, and so on. As yet we have not, however, created a satisfactory vocabulary for perfumes. Mt•. R. E. EcKTo•: Do you find that a preference for a particular perfume changes, or do people tend to choose a perfume on their liking for it, irrespective of the detailed claim for the product? TI•E LECTURER: I think that people are aware of broad types of perfume which they associate with particular uses both for shampoos and for other products. For instance, a floral perfume would not normally be associated with a medicated sham- poo.

J. Sec. Cosmetic Chemists 19 37-52 (1968) (•) 1968 Society of Cosmetic Chemists of Great Britain The role research of consumer studies in MRS. S. M. LUDFORD* Presented at the Symposium on "Product Testing", organised by the Society of Cosmetic Chemists of Great Britain in Eastbourne, Sussex, on 14th November 1966. Sltnopsis--The use of consumer studies to help guide the research chemist, developing new or improved consumer products, is briefly discussed. Once clear objectives oeor such tests have been defined, keeping in mind the limitations of such tests, a panel of consumers of suitable size and characteristics can be specified. The design of the test, questionnaire, and analysis oi results also depend on the objectives and these considerations are discussed, along with the importance of the visual presentation of the test products. Although much remains to be done in developing reliable test methods, consumer studies can be very valuable tools in guiding research. INTRODUCTION Whenever a test of any sort is planned, it is extremely important that the objects of the test should be clear. Often, a research worker has an idea or theory and wishes to know whether or not it is plausible. A test or tests are planned which are designed to examine the theory and confirm or reject it. Research into products for sale to consumers involves theories about the interaction of products and consumers and, providing that these theories can be clearly stated, it is possible to design a test or tests, in- volving consumers to examine the theories. In fact, in the toiletries and cosmetics fields, where interest centres on skin, hair and teeth, satisfactory in vitro testing is difficult to achieve and tests involving human subjects are often necessary at an early stage. *Unilever Research Laboratory, Isleworth, Middlesex. 37