Tag Archives: Bulgaria

Dissecting the Bulgarian Chocolate Bar

My name is Annie and I have a weird habit. Whenever I travel to another country, I like to collect up as many chocolate bars that I don’t recognize as possible. I don’t collect Mars Bars or Snicker Bars or M&Ms. The more unpronounceable the name, the better. And with my recent trip to Bulgaria to speak at the ESOMAR BAMOR event, did I ever get a lot of unpronounceable names!

In Canada and the US, the range of chocolate bars is crazy. Peanut this, caramel that,  nouget over there. The combinations of ingredients never end. The interesting thing though is that in Bulgaria, there is definitely a checklist of to-dos when creating a chocolate bar. The flavours may be oh so slightly different, but the general design is identical. And here it is.

  • Bulgarian chocolate barsMost are more accurately described as wafer bars, not chocolate or candy bars
  • In between the wafers are thin layers of filling, perhaps icing or jam
  • Most bars remain crispy though the jam styles are completely soft
  • The bars are very lightly sweetened
  • Some have a very thin chocolate coating, thin enough that you can easily see the wafers through the chocolate
  • The chocolate coating melts extremely quickly in your fingers
  • If the underside is dipped in chocolate, it remains rough and untidy as opposed to glossy smooth

Out of the 19 chocolate bars I managed to find, most of them scored 3 or 4 on a five point scale. Two of them scored 2 out of 5, and the worst worst worst of all, was the one you see pictured below. 1 out of 5 is me just being polite.  But, you can see every essential feature of a Bulgarian chocolate bar in this image.

If you ever go to Bulgaria, buy every chocolate bar… but this one. 🙂

Esomar Best of Bulgaria: Brought to you by BAMOR #MRX

Just a few days ago, I was lucky enough to travel to Bulgaria to speak at this year’s Esomar Best Of Bulgaria event. My hosts…

Stoyan Mihaylov, BAMOR Chairman, Junction Bulgaria
Elena Onbright, ESOMAR Representative for Bulgaria, MAP Marketing Research
Rakina Kaneva, MAP Marketing Research

… were so kind as to treat me to genuine Bulgarian cuisine, Bulgarian chocolates, an amazing UNESCO heritage church, and great conversation.

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But let’s get to the main course.

I spoke first, covering some of the essentials of social media research including how sampling, weighting, norms, and box scores work when using social media data. I also covered ten basic uses of social media research. Fun stuff!

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And second to speak was Rijn Vogelaar from Blauw Research in the Netherlands.

Rijn talked about a research program he conducted for Philips that helped them create a support plan for their superpromoters in India. Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. You can read about his theory in his book called  “The Superpromoter, on the power of enthusiasm”. You can get a good idea of how one company treated their superpromoters in this YouTube video which famously tricked a bunch of sports superfans into attending a classical music and poetry event on the night of a big game. Enjoy!


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