Consumers sensory description

Delarue, J., Blumenthal, D., Danzart, M. and Sieffermann, J.-M. (2011). Finding one s way through consumers sensory descriptions. A simple clustering-based methodology. 9th Pangborn Sensory Science Symposium. Toronto. 

Besides, the sensory descriptions provided by these methods are usually not as accurate as those obtained by conventional profiling, though this criterion may not always apply (e.g. in the case of Free Sorting with consumers). This lower accuracy is notably linked to the more difficult interpretation when using free vocabulary. A direct consequence of this is the need for more advanced data analysis techniques. Eventually, the translation of sensory properties into technical product variables may be more difficult. 

Finally, rapid profiling techniques may be adapted to go beyond sensory description and measure consumer responses linked to expectations, emotions, evocations, images, lifestyles, etc. Most recent developments in this direction are very promising. 

Carr, B. T., Craig-Petsinger, D. and Hadlich, S. (2001). A case study in relating sensory descriptive data to product concept fit and consumer vocabulary. Food Quality and Preference, 12, 407 12. 

Veinand, B., Godefroy, C., Adam, C. and Delarue, J. (2011). Highlight of important product characteristics for consumers. Comparison of three sensory descriptive methods performed by consumers. Food Quality and Preference, 22, 474-485. 

This chapter begins with a general definition of emotion and discussion of the importance of measuring emotion in sensory and consumer research. General approaches that are used to measure emotions are briefly laid out. Some of the verbal self-report emotion lexicons described in the current literature, and their applications in the sensory and consumer fields, are reviewed. The aufhors will also discuss how consumer emotional responses can be related to the output of sensory descriptive analysis. Finally, some unresolved issues in verbal self-report emotion measurement and topics for future research are discussed. 

Once FP has been successfully conducted with consumers, researchers have attempted to go beyond sensory description in the strict sense. First, it is observed that when consumers participate in descriptive analysis studies, they tend to use some hedoni-cally orientated terms, as well as composite notions that may refer to benefits, which are consequences of consuming the product (e.g. thirst quenching, filling up) (Veinand et ai, 2011). They may also use attributes that are more integrative than those used by experts. The French adjective onctueux (creamy and smooth) would typically fall in this category. Such attributes may be referred to as meta-descriptors (Fr0st and Janhpj, 2007) or second-order sensory attributes. ... 

Figure 6.12 Use of an adapted FP procedure to map consumers perceptions of makeup remover wipes in relation to packaging sensory claims G ft), and comparison with pure sensory description as obtained from a conventional FP with experts (right).

Besides, it should be noted that FP flexibility is also a key advantage that makes it a very adaptable tool in sensory science. Accordingly, the protocol could be modified so that measurement is better adapted to the aims and needs of the study. Combinations with other methods may also be considered, either to address current limitations of FP (for example by the development of Flash-PSP) or to better adapt to one s constraints and objectives. In future, it is most likely that FP will be increasingly used in the first stages of sensory studies or, alternatively, in complement to conventional profile when for example one wants to have a more consumer-orientated description of a product set. 

Thamke, L, DUrrschmid, K. and Rohm, H. (2009). Sensory description of dark chocolates by consumers. LWT - Food Science and Technology, 42, 534—539. 

If the objective of the study is to obtain a consumer-based description of the sensory characteristics of the products, the list of terms should only include sensory attributes. However, both sensory and non-sensory attributes can be included in the list of terms in those studies in which the relationship between the sensory characteristics of the products and consumers emotional or conceptual associations are to be explored (Piqueras-Fiszman and Jaeger, 2014). 

Strong evidence that untrained respondents, such as consumers, can provide valid and meaningful sensory (descriptive) information (e.g. Bruzzone et al., 2012 Worch et al, 2010) ... 

In the second experiment, a consumer panel was composed of 89 naive French consumers. They were women aged from 27 to 55 years old. They all were heavy users of perfumes from the selective market, but none of them had prior experience in the sensory descriptive profiling of perfumes. 

An extension to Flash Profile of fragrances with consumers beyond sensory description... 

The study was conducted in three different countries China, France and United States. In each country, the panel was composed of 100 consumers 70 were women and 30 were men, and between the ages of 18 and 55. All participants were heavy users of perfumes from the selective market, but had no previous experience of sensory descriptive analysis of perfumes. 

Therefore, rapid sensory methods are used to substitute for conventional profiling. They are used as a first step to select a subset of products to study. In terms of sensory description, we use than to develop a first base sensory lexicon, as described in the example on idle noise in diesel engines. They are also used to compare experts and consumers perceptions. Indeed, the experts point of view is sometimes so accurate that it can be too precise, and way above the perceptions of the consumers. Rapid sensory methods are then used to calibrate the experts according to the sensations of consumers in terms of intensities and vocabulary this aspect will be illustrated by the example on Gearboxes sensations and comfort. ... 

The objective of our study is to compare consumers and test drivers gearshift sensory terms. In particular, we want to verify that the gearshift lexicon is exhaustive and adapted to the analysis of consumers complaints. Differences between consumers and test drivers sensory descriptions will be evaluated. 

On Fig. 20.3, all the cars are discriminated (Car 4 is well represented on Axis 3, and Cars 2 and 6 are completely opposed on Axis 2). In this group, T5 allowed us to compare consumer and technical vocabulary. Group 2 (Fig. 20.4) is exclusively composed of test drivers. They group together Cars 3 and 4. Cars 2 and 6 are close. It is striking that only one of our test drivers (T5) showed consistency with two of the consumers. Three other test drivers provided similar sensory descriptions, but they did not fit to any description from our five consumers. ... 

Despite the complexity of gear shifting sensations, consumers managed to describe their sensations. They used 65 attributes to compare the six gearboxes. The terms were precisely defined. Technical terms were used by the test drivers (103 terms kept for the description of the gearboxes). However, some attributes are not understood in the same way T4 and T5 did not agree with the other test drivers on the description of the gearboxes. Finally, except for T5, there is no consistency between consumers and test drivers sensory descriptions. Thanks to the expert T5 and GPA, we can establish links between the consumers description and a more technical vocabulary. Unfortunately, we cannot supply illustrative detail for reasons of confidentiality. 

The road-holding sensation seems to be associated with two of the vehicle s functions the roll of the car, and the lateral support of the seat. To understand the impact of these two functions on the road-holding sensation, we carried out a sensory description study and a consumer study on seven minivans under driving situations. 

A more subtle drawback concerns the sensory description when consumers are the only assessors of the study. We do not illustrate this particular point in this chapter, but we have met with the case several times. In effect, during the FP preliminary session, the consumers tend to generate a huge number of terms. Then, for the second session, when the time comes to rank the products for all the terms they select, they change their minds. In fact, they select the easiest terms to score, and get rid of the others. Usually, the more subtle sensations (i.e. the harder to score) disappear. The main consequence is that the description becomes poorer. We thus advise the reader to pay much attention to such biases, as they might concern other industrial domains as well. 

---