THE ROLE OF CONSUMER STUDIES IN RESEARCH 49 superior to the standard product at a higher level of significance than this. For a preliminary examination of products a lower level of significance of difference might still be valuable. A great deal remains to be done in validating test methods for consumer studies. Since many panelists try to be helpful and state a preference even when they have none, some way of finding out how many "guessers" there are would be useful. One way of doing this is to repeat the test on the same panel. Different codes would be needed and care should be taken to see that these do not affect the test. Although, in a large panel the guessers should be equally divided in fayour of the two products, it is not known how large the panel must be for this to happen. Also, if there are a large number of guessers who should really be in the no preference/no difference category this can change the picture of the results. A large "no preference" with only a small percentage of the panel really having a preference, (significantly split in favour of one product) leads to different conclusions from a small "no preference" with the majority of the panel really having a preference (significantly split in fayour of one product). Since products are developed with a view to selling them to consumers, it is important to obtain consumers' views at a fairly early stage. Providing the limitations of these tests are kept in mind and reasonably simple objectives are aimed at, consumer studies are very valuable tools in guiding research. (Received: 22nd September 1966). REFERENCES (1) Horton, D. L. and Mecherikoff, M. J. Appl. Psychol. 44 259. (1960). (9.) Appel, V. and Hernandez, R. J. J..4ppl. Psychol. 40 263 (1969.). (3) Payne, S. L. The art of asking questions (1951) (Princetown University Press). Introduction by the lecturer Product tests for performance, involving consumers, are similar in some respects to product tests for safety, involving animals. In the latter the type of animals are specified, a comparison with a control product or interpretation in the light of previous experience is involved, and separate tests are mounted to examine for primary irritation, sensitisation, toxicity etc. Consumer studies to guide research should be specified in similarly precise terms. At the beginning of development, when ingredients are being screened, as objective an assessment as possible is required. This may involve the use of instrumental measurements or an expert panel of trained observers. Once prototype products have been developed, both objective and subjective assessments are useful, but great care is necessary in dealing with the words used because product properties are not the same thing as product attributes. The "final" (research) product that emerges can be

50 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS compared with competitive products, if any exist, or examined for major advantages and/or disadvantages. An intelligent panel, able to communicate its thoughts is more use for research guidance than one which is representative of the total population in social class, but possibly less articulate. The presentation of the test products is very important because it can influence subjective assessment. When one panelist receives more than one product for testing it is important that the visual differences, particularly code numbers, do not have undue influence. Questionnaires provide the test results and are therefore extremely important. Testing of questionnaires in small pilot runs or the use of two different questionnaires in the same test, one for each of two matched panels, is recommended to check for any questionnaire bias. Statistical handling of the test data will give the statistical significance of the results but consultation with the product development chemist is necessary in order to interpret them. Since so much depends upon the results of initial consumer tests it is necessary to plan the work carefully and a lot of research remains to be done to validate some of the test methods routinely used. For example, in paired comparison tests, some means of identifying the "guessers" is needed. DISCUSSION Me. C. PuGm You used selection of, as you describe, an intelligent, articulate and literate panel for the finer points of assessment. Do you think you could select a panel that could go outside the realms of just picking the right product and could also assess the snags in the presentation of a pack, price, and such other things that so often cause the real difference between consumer tests and the results of test market- ing? THe. L•.CTUeER: I do not think that consumer panel testing can completely forecast test marketing results. However, testing of concept, different presentation, different packs, different prices, can help guide the selection of the most favourable combination. MR. C. PUGH: Would you care to comment on the use of mini test market proced- ures, such as selling in staff shops or collaborating with local shops as a way of reducing the errors in the product launching here one can include presentation and to some extent price. One cause of failure in predicting the market experience of a product is that one, initially well liked, palls when you use it repeatedly. Do you have any views on ways of assessing this characteristic or downfall in product testing? THE LECTUREm I feel that a shop in a large shopping area, which is used by all kinds of people might offer better scope for such testing. Long term testing can be carried out to check the question of a product being initially well liked but palling with time. De. K. SAMES: You have given no helpful guide to the number of questions you consider optimum. Would you please comment? THE LECTURE•: I cannot possibly say xvhat is the optimum number of questions