Starbucks Brand PPT Template

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THE DEVELOPMENT AND USE OF
S E N S O R Y T O O L S I N A D Y N A M I C R E TA I L
BUSINESS
Carol Karahadian, PhD
Starbucks Coffee Company
November 4, 2015
S E N S O R Y A N A LY S I S I N T H E R E TA I L S PA C E :
N I C E T O H AV E O R N E E D T O H AV E ?
Communication needs in a small vs. large company
Common knowledge vs. documented data driven results
Qualitative vs. Quantitative information for documenting quality and product changes
A time and place for different approaches – the key is knowing when to use which one
Using the tools for product success and consumer satisfaction
•
Don’t for get the voice of the consumer as they are the ones who will make your
product successful
Decisions made on fact vs. individual opinion leads to greater product
success
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E S TA B L I S H I N G A N I N T E R N A L C O M M O N L A N G U A G E
•
A common language is critical for effective communication within
an organization
•
Language development does not happen in a vacuum but is a
collaborative effort between sensory and coffee (subject) experts
•
Identify attributes are critical to coffee differentiation and quality
•
How are the attributes defined to ensure the meaning is the same
for all?
•
How to establish guardrails/ranges for each attribute to ensure
coffee character and identity is maintained
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