Workshop
Evaluation of Consumer Perception Dynamics 2.0
Thursday, October 27 • 4:20–5:20 p.m.
Capitol Ballroom
Moderators: John Castura, Compusense Inc.; Michael Meyners, Procter & Gamble Service GmbH
Over the last decade, so-called rapid methods for sensory evaluation have been developed to permit consumers to characterize products. The possibility to analyze both sensory perception data and hedonic and other data arising from the same consumers presents new opportunities, but also new challenges to investigate hedonic drivers and other interesting aspects.
Conventionally, trained (and often small) panels have been used to measure the dynamic properties of products. But such a small group of trained assessors cannot be representative of the diverse experiences of a broad population of consumers. What benefits can be derived from having dynamic perception data from consumers, and being able to link this data to product liking and other data from the same consumers?
Recently, methods have been developed to allow consumers to characterize products dynamically. Measurement has focused on three aspects: (i) characterization of products according to sensory attributes, (ii) characterization of products according to emotional response, and (iii) characterization of products according to hedonic response. The benefit in obtaining information regarding dynamic perception from consumers is the ability to examine data to determine how the product is perceived by the actual users of the product. It also gives the opportunity to link consumer dynamic perception data to other data of interest, such as liking and purchase behaviour. This may require more advanced statistical methods than analyzing each dataset by itself. How should we design such studies, what kind of data should be recorded, and how should it be analyzed jointly?
The workshop will begin with a brief introduction to methods used to capture the dynamic product properties from consumers, and how data from these methods are combined to learn more about the products being evaluated. Main conclusions from a related workshop held at Eurosense in Dijon, France, will be shared. Challenges and solutions with temporal data collection and combining data from different methods will be discussed in facilitated discussion in smaller groups. Discussion facilitators will join a panel discussion, and significant amount of time will be allocated for discussion among panel discussants and the audience. The ultimate goal of the workshop is to jointly generate a better understanding of the methods, factors influencing their applicability for particular business objectives, and how the data from the methods can be combined to develop a deeper understanding of the products being evaluated. Leveraging the outcomes from a previous similar workshop and with different facilitators, we expect this workshop to evolve efficiently and to cover additional topics of interest.
Workshop Moderators:
John Castura, Compusense Inc.
John Castura is VP Innovation, Research & Development at Compusense Inc. in Guelph, Ontario, Canada. He has more than 15 years’ experience in sensory evaluation, and is an active contributor to the field. Contributions include several published manuscripts and conference and tutorial presentations, including on temporal sensory methods.
Michael Meyners, Procter & Gamble Service GmbH
Dr. Michael Meyners is a Senior Statistician at Procter & Gamble, teaches courses in applied statistics at the Technical University of Dortmund, Germany, and served as the Chair of the Sensometric Society 2012-2016. He has numerous publications related to statistical analysis of data related to sensory evaluation, including temporal sensory data.
Facilitators & Panel Discussants:
Tom Carr, Carr Consulting
Tom Carr is Principal of Carr Consulting. He has over thirty-five years of experience in applying statistical techniques to all phases of research on consumer products. He has extensive experience with temporal sensory methods and building models that relate analytical, sensory and hedonic data.
Margaret Hinds, Givaudan Flavors Corp.
Margaret Hinds (PhD, CFS) instituted sensory science programs and conducted consumer studies at NCA&T and Oklahoma State Universities, was Global Sensory Scientist at Tate & Lyle Ingredients for nearly 5 years, and Senior Sensory Insights Manager at Givaudan Flavors since June 2011. Margaret has successfully utilized Time Intensity, TDS and TCATA with descriptive panels, and TCATA with consumer-type panelists.
Jennifer Kamerud, General Mills, Inc.
Jenny Kamerud has 10 years of experience as a sensory scientist at General Mills. During her 3 years managing our Descriptive and Discrimination programs, she was engaged in research and practical utilization of several temporal methods including Temporal Order of Sensations, TCATA and MATI.
Carla Kuesten, Amway
Dr. Kuesten has 30+ years of experience in sensory and consumer research; she implements strategic direction and conducts global basic and applied qualitative and quantitative studies. Carla is a member of IFT, SSP, Sensometrics, PDMA, and ASTM and has held numerous positions over the years in the personal care and food industries as well as consulting businesses. Carla’s publications and presentations have focused on sensory test methods as well as consumer psychographics, including emotions research.
Kenneth McMahon, School of Food Science, Washington State University
Kenny McMahon earned his PhD in Food Science from Washington State University (WSU), as well as a graduate certificate in Project Management. His research focused on the sensory and analytical assessment of sparkling wines. Kenny enjoyed participating on product development teams and serving as an elected officer for the product development team. He is currently serving as a leader for the Content Team of the IFT Sensory and Consumer Sciences Division.
Suzanne Pecore, P & D Consulting LLC
Suzanne Pecore is a sensory consultant specializing in practical applications of sensory and consumer methodology to ensure successful product development and quality maintenance. She has worked with temporal methods related to the consumer experience throughout her 35-year career, including time-intensity (in Pangborn’s UC Davis lab and at The NutraSweet Company) and Temporal Order of Sensations method (at General Mills). She continues to lecture on and contribute to ASTM documents related to temporal methods.
Michelle Reyes, Penn State
Michelle earned a B.A. degree in history and a B.S. degree in nutrition from UC Berkeley before earning an MS is Regulatory Science at USC. She is currently a Ph.D. candidate at Penn State where her dissertation research involves using novel approaches to model and explore synergy and temporal interactions in non-nutritive sweetener blends. Michelle is has been active member of the award winning Penn State product development team, and was recently named as a student representative for the IFT Sensory and Consumer Sciences Division.
Carolyn Ross, School of Food Science, Washington State University
Dr. Carolyn Ross (Professor, Washington State) runs a research and graduate education program that investigates the theoretical basis underpinning the sensory perception (aural, oral, and tactile) of foods and wines and correlates these psychophysical attributes with quantifiable characteristics. Research publications include studies that investigate temporal aspects related to wine finish and wine carbonation.
