Prototype and Testing
The ten participants were provided samples to taste, along with nutrition information, of the new product and two competing products (Designer Whey and Slimfast). They were asked to indicate their perceptions of the three products on nine attributes on a seven-point scale (from 'strongly disagree' to 'strongly agree').

Perceptions
Perception maps were created to compare the new product with the two existing products on the nine attributes, for the two segments. { results }

Market Segmentation
Using hierarchical clustering in SPSS, two major segments were identified based on their willingness to pay (obtained from the conjoint analysis) and other factors such as how recently they bought meal replacement products, how frequently they bought them and the total amount spent per month by each person (data collected through questionnaires).