Temporal methods add to innovation
Conventional sensory methods often characterize products as if they are a static aggregation of attribute intensities. But it has long been recognized that many products have an important temporal component, and examples of this are seemingly limitless; consider that foods are chewed and broken down prior to swallowing with accompanying texture changes and flavour release, that carbonated beverages elicit numbing and prickling sensations in the mouth which attenuate with time, and that the skinfeel of many personal care products changes during application. More recently, methods such as temporal check-all-that-apply (TCATA) have been used to allow both trained assessors and consumers to describe samples continuously. This means that it is possible to investigate consumer hedonic clusters based on consumer liking data, and then to explore the temporal perceptions elicited within consumers clusters that are of interest.
This talk explores a few ideas related to innovation in product development: that new temporal sensory methods are available to investigate consumer perception dynamics; that data can be linked to and interpreted in light of consumer hedonic responses and other consumer data; that exploratory mapping of temporal sensory data enhances product understanding and assists with product matching and/or opportunity identification; and that a successful product in which sensations evolve appropriately can be used as a template for success in developing prototypes for new product development in a related application.
Castura, J. C. (2017). Temporal methods add to innovation. South African Association for Food Science & Technology (SAAFoST) 22nd Biennial International Congress and Exhibition. September 3-6. Cape Town, South Africa.