BLIND AND BRAND TASTE TEST SURVEY INSTRUCTIONS

You will collect descriptive data about your BRANDS and find out subjects preferences. Specifically, you will conduct a taste-test for at
least two brands (three is a better number but not more than three!). There are two basic goals of this exercise: (1) to gain an
understanding of consumer perceptions and (2) to understand the importance of branding in marketing decisions.
1. Your sampling should be random and must be at least 30 subjects.
2. You will test perceptions of the_____________ products. Please purchase the items and do not make substitutions.
3. First, arrange for two separate locations (close by), one for the blind taste testing and other for the brand tasting.
4. The blind and brand taste tests must be conducted at the same time i.e., when the subject is done with the blind taste tests and
has scored his preferences, he/she should be asked to do the same for the branded products.
5. The subject should not be aware of (i.e., they should be blind to) the brand name of the products. To ensure that the color or any
other tangible feature does not affect the blind ratings, you may blindfold the subject for the first presentation (some people may
resist though!). The first-run can be done through the taste-test as a blindfolded presentation. In the actual scene, you can
make the brands anonymous.
6. On the second run through the taste-test, you should allow the subject to see the brand of each sample before they taste and rate
it.
a) After they sample your product
b) Ask the subject to give you their liking score and let them score on the questionnaire.
7. Please make sure that you do NOT use letters A B C or digits 1 2 3 or any such letters or words which may give a connotation of
some sort of rankings in the consumer minds on the questionnaire. This is the reason that I have used hypothetical brand names
of TIM, MIN and KIN (see the sample). Make SURE that you know what each hypothetical brand refers to. For instance you
should write down somewhere that KIN is Pepsi, MIN is coke and TIM is Pakola etc.
8. Also please print the same rating table on a new paper for the brand test where you will not use the same brand names of TIM,
MIN or KIN. Instead you will write actual names of the brand such as Pepsi, Coke or Pakola.
9. Each customer must be given ONE ID for both the test. You can use 1 2 3 sequence or any other arrangement.
10. Code the responses in excel or SPSS against each factor and compare the means.
11. Graphically represent the differences against each factor and explain it to the audience.

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Some Guidelines about the likert scale

Likert Scale

1.
2.
3.
4.
5.

= strongly unfavorable to the concept

= somewhat unfavorable to the concept
= undecided or neutral
= somewhat favorable to the concept
= strongly favorable to the concept

Some attributes of a Carbonated Soft Drink (for eg.)- please find/list the attributes as per your product.
A. Taste
B. Texture
C. Aroma
D. Tanginess/Fizz
E. Sweetness/Flavor
F. Color

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BLINDFOLD1
TASTE TEST

CUSTOMER ID:
BRAND TIM

BRAND MIN

BRAND KIN

Taste

Texture

Aroma

Tanginess

Sweetness/Flavor 1

Color

Overall Quality

Total
Sample Rating Scale
5= Excellent
4= Good
3= Neutral/ Dont know
2= Fair
1= Poor

Researchers should know each of the brand for blindfold themselves. Use codes or any such indication to identify these nondescript brands.
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BRAND
TASTE TEST

CUSTOMER ID:
PEPSI

COKE

PAKOLA

Taste

Texture

Aroma

Tanginess

Sweetness/Flavor 1

Color

Overall Quality

Total
Sample Rating Scale
5= Excellent
4= Good
3= Neutral/ Dont know
2= Fair
1= Poor

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