How to measure the drinking experience of beer to drive new product development

Abstract : Consumers interact with products using three mental systems: affects, senses, and cognition. These systems give rise to “consumer experience”. Two studies were conducted to measure the experience of drinking craft and industrial beers. The first study consisted in an online survey with 75 consumers whose goal was to select phrases related to each system. A set of 18 phrases was selected to perform the second study in which consumers had to drink industrial beers, rate liking and select phrases that best described their experience of drinking in a CATA list. CATA phrases were related to the affective, sensory or cognitive systems. Beers were rated similar in liking, however, significant differences were observed for the CATA phrases. Cognitive phrases were more frequently checked for craft beers while sensory and affective phrases were more frequently checked for industrial beers.