I’ve heard this before. Proper use of sensory brings critical understanding and precise next-step solutions to R&D, marketing or sales. Sensory methods, correctly applied, reduce risks and increase potential for success. The expense is offset by fact-based data critical to business decision-making.
Quest-mapping
“The brand is the market-leader,” my potential client says. “We don’t want consumers to detect any changes.” At Food Marketing Support Services, Inc. (FMSS), Oak Park, IL, we spend time making sure we are on the same page as the client regarding the project objective and strategies, as well as understanding all product and production parameters. “What do you want to accomplish?” determines “How do we get there?” If the goal is to characterize a brand at a point in time, relative to a competitive set, a highly trained sensory panel provides descriptions that capture the personalities of the products in words. If the sensory attributes are product-specific, the data can be graphically depicted and statistical analysis is not required ... an apple and orange comparison. If the task is to decode the results of consumer research, descriptive sensory information is critical to understanding consumer reactions. The data are statistically analyzed. Patterns in sensory behavior are identified, or attributes critical to liking are determined and weighed. The information determines next steps in the product-development sequence.
The design of the sensory experiment, and selection and preparation of samples, must be done within the context of the desired outcomes. It’s essential to consider all factors that influence the results. To run a test comparing only one sample of Favorite Brand A with one sample of Reformulated Brand B without taking into account, for example, known production-run variability may result in a false finding of “no difference.” The ingredient may be substituted, based upon a poorly designed discrimination test, and the Favorite Brand’s No. 1 position will be compromised.
If the context is brewed coffee, for example, the objective is to develop a product that matches a defined consumer target. Some of the variables that influence product outcomes include varietal blends, roasting conditions, grind size, brewing water, ratio of ground coffee to water, type of brewing equipment, brewing temperature and post-brew consumption time.
The product, not the process
In an ingredient-matching project, the current brand product is represented by samples taken from a minimum of three different production runs, manufactured at about the same time, to avoid confounding shelf-life issues. Three samples are also drawn from three different code runs, or batches, of the reformulated product. Some product types, such as a sauce or a ready-to-eat cereal or snack, can be easily co-mingled for presentation to the panelists.Dealing with variability in agricultural products is complex. Varietals are grown in soils subject to environmental factors. Harvest, storage and transportation exert effects. No two products are exactly the same size or shape. Factors that could affect sensory results must be identified and accounted for during the experimental planning phase. Use of a design of experiments (DOE) approach, such as Design- Expert®, can maximize testing efficiencies in complex sampling situations.
Calls to establish standards for operations located outside the continental United States yield unfamiliar product varietals and ingredients. Local products used in offshore locations, such as frying oil, breading, spices and condiments, are required for accurate descriptive testing. In some instances, it is more efficient, and more accurate, to conduct sensory testing on site, using local products, equipment and procedures, to maintain sample integrity. These tests require a great deal of research about equipment and facilities.
Every sample is created equal
With every sample, the goal is to neutralize production and preparation variables by handling every sample within a category exactly the same way. However, challenges always arise. Consider frozen samples in two different-size thermal boxes. The box size influences the thaw rate of the products, compromising the integrity of the samples. Records of inventories, product codes, “use by” dates, handling procedures, gram weights and temperatures are invaluable for answering any questions about the outcomes— now or down the road.Protocol and disambiguation
A detailed 12-step protocol for sample preparation and presentation leaves nothing to chance or discretion. Techs are instructed on co-mingling, stirring and measuring techniques, as well as holding, transporting and serving sample protocols. Rehearsals ensure the sensory test focuses on the product, not the process.Cooking equipment is sometimes overlooked. Products like brewed coffee, crock-pot mixes or microwave popcorn require dedicated equipment. Multiples are purchased and performance-tested for accuracy. In some cases, it is necessary to test products using both gas and electric stoves.
Protocol for sensory panelists
Descriptive panel protocol is also precise, such as directions for stirring, “first-bite” positioning, and point-in-time residual mouth effects. Time is spent capturing precise product sensory modality-specific protocols.To maintain acuity and develop nuance-specific lexicons, panelists use reference samples to calibrate their sensory responses. Reference samples are selected to replicate product attributes and anchor intensity ratings for upcoming blind tests.
As you formulate product strategies, consider the context, eliminate the variables and accentuate protocol.
Nancy C. Rodriguez is a sensory specialist and president of Food Marketing Support Services, Inc. (www.fmssinc.com), Oak Park, IL. The company staff includes creatives, master-level descriptive sensory panelists, food scientists, registered dietitians and writer-in-residence, Anne Hunt, who contributed to this article.
