Chapter 1 - Introduction to sensory evaluation

Abstract

Developments continue to be made in sensory science methodology and their application in the product evaluation process. In today's competitive global business environment, there is an increased need for actionable product sensory information to supplement what is known about consumer behavior. Brand managers and marketing researchers/consumer insights need ways to increase their knowledge about consumer responses to products before and after purchase. Of major interest is identifying variables beyond those that are typically measured (preference) to gain a competitive advantage. Sensory information is becoming an integral part of a product's business strategy. Identifying specific sensory and physical/chemical measures that have a significant effect on preference, consumer behavior, and purchase intent has important benefits for a company. This has only been possible with the use of quantitative descriptive analysis to identify the sensory differences and similarities, along with development of mathematical models to determine relationships between consumer behavior, sensory characteristics, formulation, and market strategy. Sensory science is a powerful approach to enhancing product preferences of consumer goods instead of using a trial and error process