lesschaeve2007

During these central location tests consumers taste

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Unformatted text preview: e of consumers intended for study. During these central location tests, consumers taste the products, side by side or one by one, and indicate their liking either on a hedonic scale or by ranking products according to their preference. Diagnostic questions usually follow to determine if the level of certain characteristics, such as sweetness, acidity, and fruitiness, is “just about right,” “too weak,” or “too strong.” If necessary, these diagnostic questions are used by technical staff to modify the wine sensory profile. Technical staff chose the diagnostic questions based on preliminary tasting and the differences they expect consumers will perceive. Product developers/winemakers must be aware that the consumer response is reflective of consumer interpretation of sweetness and not the product developer’s or the winemaker’s interpretation of sweetness. This latter assumption is the major issue with this technique, as it has been demonstrated many times that consumer language is different from technical language (Lawless 1984, Hughson and Boakes 2002, Lesschaeve 2006). Researchers, product developers, winemakers, and managers often assume they know what consumers expect, what consumers mean, and what magnitude of difference consumers can detect between two products. These assumptions are made based on the data they have collected through qualitative tests or through feedback from sales staff or other gatekeepers, such as distributors and wine writers. Therefore, product development is driven by what they think is “good” for consumers. While this approach can be successful, there is a high percentage (90%) of new food and beverage products that fail in the marketplace (Watzke and Saguy 2001). New approaches for product development have received increasing attention in the food industry and are truly consumer driven (Saguy and Moskowitz 1999), from concept ideation through product optimization to market testing. These techniques use quantitative methods based on principles of psychophysics; the basis of this technology is that consumers cannot verbalize adequately why they like or do not like a product; however, they can react to...
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This note was uploaded on 09/29/2010 for the course VEN 91863 taught by Professor Hildergardheymann during the Spring '09 term at UC Davis.

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