Rapid sensory methods

In the same line of thinking, market researchers have attempted to use rapid sensory methods to evaluate how consumers perceive products, not only in terms of sensory attributes, but also in terms of expectations, emotions, evocations, lifestyles, etc. BaUay et al. present a very nice example of how Flash Profile can be adapted to investigate these aspects in Chapter 19 of this book. This evolution has also led researchers to adapt sensory techniques to investigate concept fit (Carr et al., 2001 Lee and O Mahony, 2005) and conceptual associations (see Chapter 5 of this book). 

The expanding use of rapid sensory methods in this direction may also be seen as an aid in better communicating sensory properties to consumers, either in a direct (verbally using claims, cobweb plots, etc.) or indirect manner (using sensory marketing through colours, shapes, etc.). 

From a practical point of view it must be noted that, for all these categories of research objectives, rapid methods may be useful, especially when experimental constraints predominate (e.g. use of custom-made product tailored for research purposes, use of short shelf life samples, short time availability with the subjects, or the need to interview large samples of subjects in a given population). In addition to this, it is worth noting that rapid sensory methods can also be used with subjects with limited cognitive abilities, because these methods usually involve simpler tasks. Examples of such uses are discussed in Chapters 22 and 23. 

Nowadays, most programmes in sensory science include rapid sensory methods as well. However, it is noted that in many cases, professors naturally tend to teach techniques they have developed, or that they are used to applying in their research projects. As a matter of fact, it is difficult to have a comprehensive view of all existing sensory profiling techniques and related methods. In an online survey that we conducted in 2011 with attendees at the Pangbom Sensory Science Symposium, we observed a lack of knowledge and trust in alternative DA methods (Rogeaux et ai, 2011). 

Alter explaining the context of automotive sensory evaluation and the need for sensory science in the car industry, we will develop three examples of studies, chosen to highlight the interest of rapid sensory methods. 

The purposes for which rapid sensory methods can be used... 

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. ... 

Conclusion pros and cons of rapid sensory methods in the automotive context... 

There are several significant advantages to the use of rapid sensory methods in our particular context. 

Unfortunately, there are also several drawbacks for rapid sensory methods such as Flash Profiling. 

As a final conclusion, a rapid sensory method such as n is useful because it can lead to quick wins for the industry. But, even if the method is quite simple to understand, it is our opinion that the experimenter should have a solid experience in conventional profiling to obtain the best of the methodology. 

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