Session I of this seminar describes several experiences with product tests and mappings as development tools. One paper deals in particular with preference maps from paired comparisons. The present paper adds some of our experiences in drawing mappings on the basis of results from paired comparison tests. It shows that the order of presentation does have an influence on the perception and the rating of product characteristics. It also shows that the rank order effect cannot be neutralized properly by switching the order of product presentation in a random half of each sample. As a consequence, mappings based on paired comparison tests are - in our experience - difficult to interpret. Thus, if at all possible, we recommend running monadic tests for such purposes. The experiences we describe derive from more solid products, i.e. roasted coffees, but the same can certainly be found in tests with the more ephemeral characteristics of (fine) fragrances.
Flavours and fragrances are important ingredients in a large range of consumable products. If such products are to be successful, it is important that these aspects are not only optimised sensorially for different segments of the international community but are in harmony with potential customers functional and imagery concepts of the products within these segments. Utilising free choice profiling approaches, product maps, showing how different flavours and fragrances are being perceived in a particular product, in both real and imagery terms, can be produced, without the need for formal vocabularies. Requiring minimum training and being language independent, it consequently opens up the possibility of getting both perceptual and associated descriptive information directly from the consumer, (information which is bound to provide a more meaningful interpretation of consumer acceptance than that derived from in house panels). It also permits one to compare flavour and fragrance perceptions by consumers, (product producer, retailer or TRUE consumer) with in house personnel, (product development scientist, trained panellist, flavourists, perfumer or sales persons) finding out just how these people are assessing the products. The language independent aspects of the procedure means product perceptions in different countries and by different races can also be compared.
Flavour plays a key role in the market acceptance of all food and beverage products, and especially in the market acceptance of beer. This paper describes a program of research being undertaken by a major international brewer to develop an integrated set of mathematical flavour model describing consumer preferences for beer products and to create an associated decision support system so marketing and brewing personnel can make effective use of the models. The research is presently in progress so the paper reports on the work completed to date and outlines the direction that future work is expected to take. Four models are to be developed. The paper gives considerable detail about the first model as this model has been implemented and there is some experience with it.