Contrasting customer and operator concept and product requirements: the case of surimi

This paper deals with the analysis of responses to experimentally designed surimi prototypes, and to concepts about ‘lobster’ surimi. Consumers and foodservice operators evaluated systematically varied concepts and product prototypes varying on four factors. The results permit assessment of the differences in evaluative criteria between the operators and the consumers. The two groups responded similarly to many of the concept elements, but responded differently to elements dealing with emotion, versatility and price. The two groups were also similar in their evaluations of the 17 systematically varied prototypes, but differed in the criteria that drove overall liking. Aroma, flavor, texture and acceptance were far more important as liking drivers for foodservice operators than they were for consumers. These results exemplify approaches that allow researchers and marketers to understand the different mind-sets of operators versus consumers.