The quest for the ideal product: Comparing different methods and approaches

This study compares three widely used methods for product optimisation or development: the just about right (JAR) method, the conventional method and a variant thereof. Three independent samples of respondents evaluated five variations of natural yoghurt according to one of the three methods. Theoretically, JAR and the variant method differ in how they approach attribute deviations from ideal (directly versus indirectly). The fundamental difference between the conventional and the variant method are the ideal points (calculated versus measured directly). Overall, we found that the methods yield similar orders of ideal points despite their methodological dissimilarities. However, in terms of suggested directions for product improvement, substantial differences exist which suggests that statistical criteria are an insufficient basis for these decisions which needs to be complemented by managerial judgment on the size of the deviation. (C) 2007 Elsevier Ltd. All rights reserved.