Chapter 7 - Affective testing

Abstract

Acceptance (affective) testing, the measurement of liking or preference, is a valuable and necessary component of every sensory program. In the product evaluation process, acceptance testing usually follows discrimination testing or descriptive analysis. Acceptance testing within sensory science should have specific research objectives, methodology, participant qualification criteria, and key deliverables. Most often, acceptance testing within sensory science is unbranded. This is a logical and necessary step in the product development process, before substantial capital has been invested in equipment, packaging, distribution, and advertising. Branded versus unbranded testing is discussed in this chapter as is the role of sensory science versus marketing research/consumer insights. Sensory acceptance or guidance testing is neither a substitute for larger scale consumer tests nor is it a competitive alternative. Discussion focuses on the various types of sensory acceptance tests, locations such as laboratory, central location, casual bar, and home use, choice of methods, participant qualification, questionnaire, and scorecard development.