Understanding implicit and explicit consumer desires for protein bars, powders, and beverages

The objective of this study was to assess the implicit and explicit qualities of protein products that consumers find attractive. To do so, an Adaptive Choice-Based Conjoint (ACBC) survey and a Constant Sum (CS) survey were conducted. Participants (n = 457) were the same for both studies and results were compared on both aggregate and individual levels. Additionally, ACBC utility scores were used to calculate Share of Preference scores so that each attribute level could be directly compared to CS. Attribute importance scores were relatively similar between methods, with the exception of the platform, sweetener claim, and sweetener type, which were different (p < 0.05) between surveys. Overall, both techniques agreed that the ideal protein product was a chocolate-flavored protein bar with 20-29 g of primarily whey protein, all-natural, and naturally sweetened by stevia. Additionally, both methods agreed on relative scaling of levels within each attribute. ACBC resulted in smaller standard deviations for shares of preference ratings than the CS survey. Differences in results between the surveys suggest that protein product consumers have differences in implicit and explicit preferences. Exploration of where these preferences disagree may provide insight on product development initiatives for select consumers. Practical applications This study found that there are subgroups of protein product consumers who express different ideals and desires. Furthermore, these preferences exist both explicitly and implicitly within individual consumers, and differences in those preferences may influence subsequent segmentation of consumer groups. Understanding the benefits and shortcomings of these different survey methods, and reviewing the sentiments each method captures, may help manufacturers and product developers reach new consumer groups and satisfy existing consumers to a greater extent.