Picking up on an idea from Jerry Seinfeld, when a big name from the world of Sensory and Consumer Research comes to Melbourne, I hope to meet with them, buy them a coffee and pick their brains about their specialist topic.
The NZ/OZ Sensory Symposium was recently held in Melbourne and I was lucky enough to catch up with Dr. Herb Meiselman, the guru of emotional research and our keynote speaker. I hope you enjoy it!
Can Trained Panels provide hedonic data better than consumers can scale sensory attributes?
Relying on trained sensory panels or internal employees to provide hedonic ratings has always been a big no-no. However, there have been some recent research findings that show the line between Consumer Research and Sensory Analysis blur, that is trained panels may be able to predict liking and consumers may be able to complete attribute scaling.
Seeking Herb's opinion of which approach he is more comfortable with, Herb said he felt more comfortable relying on consumers to provide attribute scaling, than trained panels to generate liking scores. Herb consistently reminded me: Never de-emphasis the value and importance of hedonic data generated by the target consumer. It can be useful at various stages throughout the product development cycle.
Are Rapid Sensory Profiling methods useful?
We focused on the Rapid Sensory profiling methods that are becoming more popular in consumer guided product development of late. While never one to shy away from recommending large Home Usage Tests or Central Location Tests, Herb sees the potential in methods that allow for co-creation with target consumers.
While some methodological precautions are required, using small consumer groups to guide development can result in cost savings and increased speed of reformulations. Until academic studies catch up and test these assumptions, Herb remains optimistically cautious "We don't know yet if they are valuable, they might be"
Any parting advice?
"Always aim to match a method to a need, not the other way around". Herb remains open to trying new methods if they can be proven by replication and practical outcomes. "Some people are rigid about methods. I want to see something that works, but also meets certain criteria"
Herb: English Breakfast Tea, Kevin: Mug of Cappuccino
Dr Herb is an expert in sensory & consumer research and product development evaluation. He has published more papers than Australia has had prime ministers, has worked with the US Defence forces to fuel soldiers and co-founded Targeting the Consumer short courses. He is internationally regarded for his work in the field of emotional research.