Using text highlighting in product research: Case study with kiwifruit in Singapore and Malaysia

Abstract

Text highlighting is a new method for online sensory-consumer research where participants read a text while making use of highlighting functions to indicate content that they, respectively, ‘like’ and ‘dislike.’ In a recent series of papers, consumers have been found to approach the text highlighting task in a logical and systematic manner, and the results have been shown to deliver attitudinal insights about the focal topic that fit expectations. Building on the early successes of text highlighting, it was an obvious step to try to extend it to applications in product research which occupies a central role in sensory-consumer research. A case study with kiwifruit was performed with consumers in Singapore and Malaysia (n = 1140). Participants read a text (288 words, 19 sentences) which primarily described sensory, nutrition and health characteristics of green and gold kiwifruit. Focusing on 43 specific fruit characteristics, sentiment (difference between the frequency of ‘like’ and ‘dislike’ highlights) was higher for nutrition and health characteristics than for those describing sensory characteristics. Only the Chinese origin of kiwifruit and the hairy skin of green kiwifruit were negatively perceived overall. A novel use of penalty/lift analysis to identify the specific fruit characteristics that significantly influenced expected liking of kiwifruit confirmed the results based on sentiment scores. Moreover, a difference between the drivers of liking for gold and green kiwifruit was identified; the use of ‘like’ highlighting for sensory properties positively contributed to expected liking for gold kiwifruit only. The case study also demonstrated the potential to meaningfully segment consumers based on their highlighting responses to product specific characteristics. The results are discussed in the context of future applications of text highlighting in product research.