Castura, J.C. (2021). Consumer hedonic studies with incomplete block designs. In: Workshop: A journey of consumer segmentation. History and a discussion of current “preference” segmentation approaches based on incomplete and complete test designs (Zach, J., Rothman, L., Carr, B.T., Thomas, H., Castura, J.C.). 14th Pangborn Sensory Science Symposium, 9-12 August. Online. (Workshop Oral). DOWNLOAD
A retail simulation study for investigating product choice and choice satisfaction: A case study involving kombucha
Kombucha is a fermented tea that is rapidly growing in popularity in the United States. As part of a larger consumer study conducted in Portland, Oregon, kombucha consumers (n=1303, 68% female, aged 18-86, USA)participated in an online retail simulation test. They evaluated 9 commercial products (bottle images) and made choice selections in a retail simulation.
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.
Sensory discrimination test methods are widely used by industry to guide decision-making. Interpretation increasingly relies on Thurstonian-derived models, which use mathematics to encode psychological decision-making rules, and map method-dependent results onto a putative method-independent discriminable distance (d′). It is also possible to estimate the response bias, or tau (τ), in some test methods, such as the same-different test method. Rousseau
Over the last decade, so-called rapid methods for sensory evaluation have been developed to permit consumers to characterize products. The possibility to analyze both sensory perception data and hedonic and other data arising from the same consumers presents new opportunities, but also new challenges to investigate hedonic drivers and other interesting aspects.
Studies that investigate drivers of consumer liking involve both descriptive sensory and consumer data collection. These two components can be run in parallel to reduce project time, but at significant expense.
Descriptive analysis provides valuable information about the sensory properties of consumer products, but this information lacks the temporal dimensionality of real-world sensory experiences. Type II error occurs when the descriptive sensory panel fails to differentiate between products known to be discriminable. Findlay (2000) reported no meaningful reduction in beta risk when descriptive analysis on manipulated salad dressings was augmented by
In an era of global market competition, wine companies realize the need to understand better consumer preferences and respond to their needs effectively. At the 11th Australian Wine Industry Technical Conference Terry Lee presented a paper (Lesschaeve et al. 2002) on the use of preference mapping to define successfully the sensory preferences of wine consumers. The current study proposes a