Ralph Waldo Emerson once cautioned that “a foolish consistency is the hobgoblin of little minds.” In this talk, this quote is playfully considered in light of consumer diversity as manifested in sensory evaluation studies.
TDS describes the evolution of the dominant sensory attributes during consumption. Dominance can be assessed as the sensation that captures the attention, the most striking, or the new sensation that pops up, but not necessarily the most intense. This wide definition implies that individual assessors within a panel might assess dominance differently, and even the same assessor could be using
Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking,