Introduction to the ISAFRUIT HoQ

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The ISAFRUIT House of Quality (HoQ)

Stepwise introduction to

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ConceptThe ISAFRUIT House of Quality (HoQ) is a tool linking technical fruit quality attributes with consumer demand related attributes. Its purpose is to link knowledge derived from technical sciences and consumer sciences, thereby creating a matrix

Results from technical experiments

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Technical experiments on apples (TEA) house

The ISAFRUIT House of Quality (HoQ)

The ISAFRUIT project is funded by the European Commission under the thematic Priority 5*Food Quality and Safety of the 6th Framework Programme of RTD (Contract no. FP6-FOOD*CT-2006-016279). The views and opinions expressed in this publication are purely those of the writers and may not in any circumstances be regarded as stating an official position of the European Commission.

that can be used to i) validate the relevance of technical achievements to consumer demands, ii) identify knowledge gaps, iii) direct future research and iv) ultimately, contribute to increasing fruit consumption.

TEA house

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correlation matrix

Ceiling Technical attributes

Rooms Linkage matrixW

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Taste related Ripening related …

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RoofTechnical correlation matrixThe roof is a correlation matrix for technical attributes. It documents whether two technical attributes are linked to each other and how they are linked (e.g. positively (P) or negatively (N)). This helps with the interpretation of the effect that changing one technical fruit quality attribute will have on the others.

Since many attributes are in fact co-variants, the linkages might change depending on the experiment and context in which they are examined. It is therefore useful to check the consistency of the roof linkages in each experiment.

Technical attributesThe ceiling in the ISAFRUIT HoQ consists of a list of technical attributes that are related to fruit quality and are typically measured in technical experiments on fruits (in this case apples).

All parts of the ISAFRUIT HoQ displayed in this leaflet are for explanatory purposes. Specific linkages and results are not suitable for referencing. For the most accurate version of the HoQ with the linkages established so far, see www.go.warwick.ac.uk/vasco

TEA house

Technical attributes

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Consumer demand related attributes

.... Importancesegment SH

Perception apples(segment SH)

Perception dried fruit(segment SH)

Perception chocolate bar(segment SH)


Taste

4.5 4.3 3.4 4.1 Good

Sweet

Sour

Fruity

Promote health and well-being

4.2 4.1 3.3 2.0 Makes me feel healthy

4.2 4.0 3.3 1.7 Prevents diseases/illnesses

4.3 3.8 3.6 3.7 Gives energy

3.4 3.8 3.4 3.6 Satisfies hunger

Convenience

3.4/3.4 4.1/3.9 4/3.5 4.3/4.3 Easy/quick consumption

3.1 3.8 3.8 3.6 Clean consumption

.... .... .... ....

Importance has been measured on a rating scale from 1-5 where 5 is very important and 1 is very unimportant.

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WallThe wall contains results from ISAFRUIT consumer surveys that relate to specific groups or ‘segments’ of consumers.

In the ‘Importance’ column, the relative importance of different consumer demand related food attributes are listed for a specific product and segment (the results for apples and the segment designated ‘Safety and Health’ (SH) are presented in the example below).

The ‘Perceptions’ columns, relate to the consumer perceptions of a product (in this example the product is apples and the segment is ‘Safety and Health’ (SH)). A number of competitor products are also listed for the same consumer demand related food attributes.

Perceptions have been measured on a rating scale from 1-5 where 5 is strongly agree and 1 is strongly disagree.


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Linkage matrixThe linkage matrix links consumer demand related attributes and technical fruit quality attributes. The links represent the effects of changes in technical attributes on consumer demand related attributes, as perceived by consumers.

Rooms

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N Negative relationship between consumer and technical attributes.

P Positive relationship between consumer and technical attributes.

Positive ideal point. Positive relationship up to a certain point.

Anti-ideal point. Lower and higher values of the technical attributes are in accordance with consumer demands.

– No direct relationship between consumer and technical attributes.

? Unknown relationship between consumer and technical attributes.




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Good P ? ? P

Sweet P N P ? N

Sour N P N - P

Fruity P N P ? ?


Makes me feel healthy ? - - - N

Prevents diseases/illnesses ? - - - N

Gives energy P - P - -

Satisfies hunger P - P - -

Convenience

Easy/quick consumption P N P ? N

Clean consumption - - - - -

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The TEA house is an annex to the ISAFRUIT HoQ. It offers the opportunity to check if technical experiments, in which fruit quality attributes are examined, are relevant to addressing consumer demands.

The TEA house documents to which extent (%) an experimental treatment (e.g. a storage treatment) changed a technical fruit quality attribute (e.g. fruit firmness) in a single experiment. The results of the technical experiment may then be linked, via the respective technical fruit quality attribute, with the HoQ and therefore with relevance to addressing consumer demands.

Symbols

The technical attribute is affected by the experiment and has been measured.

Evidence from other studies indicates that the technical attribute is affected by the experiment.

The technical attribute is expected to be affected by the experiment according to expert judgement.

The technical attribute is not necessarily affected by the experiment but is measured routinely.

% Average percentage change in the technical attribute obtained in the experiment.

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Results from technical experiments



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Experiment name and number Results from technical experiments on apples

Effects of 1-MCP on quality parameters in apple (Rubens ACW) (15)

+ 0.1%

+ 14.7%

+23.1 % -0.6 %

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7www.go.warwick.ac.uk/vasco

Overview of the full HoQ and the TEA house

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Experiment name and number Results from technical experiments on apples

Effects of 1-MCP on quality parameters in apple (Rubens ACW) (15)

+ 0.1%

+ 14.7% +23.1 % -0.6 %

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Consumer demand related attributes .... Importance

segment SH

Perception apples(segment SH)

Perception dried fruit(segment SH)

Perception chocolate bar(segment SH)


Taste

4.5 4.3 3.4 4.1 Good P ? ? P

Sweet P N P ? N

Sour N P N - P

Fruity P N P ? ?


4.2 4.1 3.3 2.0 Makes me feel healthy ? - - - N

4.2 4.0 3.3 1.7 Prevents diseases/illnesses ? - - - N

4.3 3.8 3.6 3.7 Gives energy P - P - -

3.4 3.8 3.4 3.6 Satisfies hunger P - P - -

Convenience

3.4/3.4 4.1/3.9 4/3.5 4.3/4.3 Easy/quick consumption P N P ? N

3.1 3.8 3.8 3.6 Clean consumption - - - - -

.... .... .... ....

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Additional informationThe consumer demand related attributes, technical attributes and results from ISAFRUIT studies presented in this leaflet are only excerpts from the ISAFRUIT HoQ. You can find more information about the background and use of the ISAFRUIT HoQ and download the full version from the website: www.go.warwick.ac.uk/vasco

Contacts: Lukas Bertschinger, Agroscope Changins-Wädenswil Research Station ACW, Switzerland. Email: [email protected]

Ivo van der Lans, Lei Wageningen UR, Agricultural Economics Research Institute, The NetherlandsEmail: [email protected]

Leaflet authors: Andersen, M.S.1, Bertschinger, L.2, Corelli-Grappadelli, L.3, Hall, S.A.1, Steiner van der Kruk, S.2, van der Lans, I.A.4

1) The University of Warwick, Warwick HRI, Wellwsbourne, Warwick, CV35 9EF, United Kingdom 2) Agroscope Changins-Wädenswil Research Station ACW, Castle, Postbox, 8820, Wädenswil, Switzerland 3) Dipartimento Colture Arboree, University of Bologna, Via Fanin 46, 40127 Bologna, Italy 4) Lei Wageningen UR, Agricultural Economics Research Institute, P.O. Box 29703, 2502 LS The Hague, Netherlands

Printed by WarwickPrint, The University of Warwick, Westwood Campus, Avon Road, Coventry, CV4 8GL, August 2010

Introduction to the ISAFRUIT HoQ

Documents

technical sciences

list of technical attributes

isafruit hoq

food quality

consumer sciences

consumer demands

isafruit project

roof linkages