The impact of multi-session testing on panelist engagement measured by the engagement Questionnaire (EQ)

Abstract

Consumer engagement during sensory testing can be influenced by multiple factors. This study sought to determine the impact multi-session sensory and consumer testing has on panelist engagement. To measure engagement, the Engagement Questionnaire (EQ) was included in a three-week repeated session sensory test. Participants in the study evaluated 11 different whole wheat breads over the course of three weeks. At the end of each testing session subjects completed the ten-item EQ. Of the three factor scores, panelists reported high levels of both active involvement and affective value over weeks one and two, but each factor score dropped significantly after the third testing session. Purposeful intent remained high throughout the entire testing series indicating participants remained dedicated to the evaluation even though they no longer enjoyed it. Overall, the EQ exposed a dramatic shift in panelist engagement during a multi-day testing series. This valuable insight should be considered as a possible negative consequence for future consumer evaluations consisting of three or more evaluation sessions.