What is the Topic Today

Do you know who is this ?

Do you know what is this ?

It’s the Most important revolution in Food Industry….

SPAGHETTI SAUCE…..

Howard Moskowitz

• American Market Researcher

• Graduated Harvard University in 1969

• Ph.D. in experimental psychology

• 1970’s to 1980’s - Consulting with food companies to increase sales.

• He was hired by Pepsi

Aspartame is approximately 200 times sweeter than sucrose(table sugar). Due to this property, even though aspartame produces four kilocalories of energy per gram when metabolized, the quantity of aspartame needed to produce a sweet taste is so small that its caloric contribution is negligible. So aspartame was getting increasingly popular in 1970

o Pepsi wanted to use it in their latest offering – Diet Pepsi.

o Howard has to figure out how much aspartame should each can of Pepsi contain in order to qualify as the perfect drink

o Work in a band of 8 to 12% sweetness.o Below 8% sweetness wasn’t sweet enougho Above 12% sweetness was too sweet

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8.1 8.2 8.3 .. 11.9 12 28

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8.1 8.2 8.3 .. 11.9 12

Common Researcher Thinking• They asked the wrong people, • at the wrong time, • or may be made some errors on the way.

Common Man Thinking• Take a calculated guess and pointed at 10% aspartame in this situation

Howard was neither Common Man nor Common Researcher

There is no perfect Pepsi

There are only Perfect Pepsis

What did Pepsi do ???

In the 1980’s Campbell’s called on Howard to save Prego spaghetti sauce Prego is a much better sauce its blends best with Pasta compared to Ragu Instead how existing sauce could be improved

Howard decided to look for the perfect Prego spaghetti sauces instead

45 different varieties of Spaghetti sauce

Varied them in every way that you could possibly think of –

o sourness,

o level of garlic,

o Tartness, etc

Took these sauces to New York, Chicago, etc. with varieties of sauce and asked them to rate on a scale of 0 to 100

After months of this activity, he had a mountain load of data about

how the American people feel about spaghetti sauce.

Now would he look for the perfect pasta sauce?

He grouped this data into clusters to see if a pattern emerges

Plain33%

Spicy34%

Extra Chunky33%

Likes

Extra chunky sauce was nowhere to be found in

America

Revelation was that there are one-third of Americans who crave for “extra chunky” sauce, yet no one is servicing their needs!

Prego made 600$ million over the coming years

• It has changed the way the food industry things about making us ‘happy’.

Myths Broken • Best way to know what people want is to

ask them( No longer best) The mind knows not what the tongue wants

• Certain dish could be cooked best only in one way is what changed after this research

• Change from ‘search for universals’ to ‘understanding variability’

“It’s really hard to design products by focus groups.

A lot of times, people don’t know what they want until you show it to them.”

— Steve Jobs (BusinessWeek, May 25, 1998)