Food Processing - September 2007 - (Page 42)

SENSORY LABS Sensory testing can go beyond the basic flavor and aroma testing to include consumers’ emotional reactions to a product. • Affective, or consumer testing (also called “hedonic testing”) – requiring the acquisition of subjective data from large numbers of untrained, prospective consumers. (Smaller focus groups may be used in consumer testing.) • Perception testing – the application of biochemical and psychological theories to explain sensory preferences. Optimal goals Applying statistical analysis to data gathered by different forms of testing gives insights into consumer behavior and potential product acceptance. “Our Sensory & Product Guidance department is an integral part of our organization,” says Mike Lucidi, research program leader, Campbell Soup Co. (www.campbellwellness.com) Camden, N.J. “The ultimate goal is to optimize taste and make the best possible products that delight our consumers,” Lucidi continues. “This is based on consumer feedback studies and sound science. A great example is Campbell’s work to reduce sodium in our soups without compromising taste.” At Campbell’s, the Sensory & Product Guidance team tests both new and existing products to evaluate packaging improvements, shelf and storage life and more. “All research in our Sensory & Product Guidance area is customized based on the needs of the business,” adds Lucidi. “That way we can ensure we are developing the best possible research and testing plan for the particular product.” Five-step process Independent sensory labs can provide a wealth of information and valuable insight into the reaction of consumers to “new and improved products.” This is especially important as new and improved increasingly means more nutritious. Sensory Spectrum has been applying technology to sensory analysis for decades. The firm divides the process of linking consumer needs with sensory properties into five steps: 1. Benchmark descriptive analysis of current product with competitors and prototypes. The objective: Document the product in relationship to competitors and provide direction for product development. 2. Qualitative research to identify critical consumer attributes or “must haves” for products in the category. The objective: Identify trade-offs for various sensory properties. 3. Product development-created prototypes. The objective: Create from qualitative studies products that focus on consumer-defined wishes. 42 • FOOD PROCESSING SEPTEMBER 2007 4. Descriptive analyses on prototypes. The objective: Look at multiple products and see the impact of change on the sensory properties. Select products for further consumer research. 5. Quantitative study in the form of a central location test. The objective: Measure consumer acceptance of prototypes and determine the next steps. “The process allows for in-depth feedback from consumers during the process to ensure product development is meeting their needs,” explains Rudolph. “Utilizing descriptive analysis NOTE TO MaRkETING “Consumers today are inundated with nutritional information they may or may not understand, causing them to think about their food choices differently,” says Marie Rudolph, director of the Spectrum Discovery Center for Sensory Spectrum Inc. (www. sensoryspectrum.com), New Providence N.J. “They are anxious about the food selections they are making for their family while recognizing that changing to the healthier versions of old favorites may result in a trade-off in taste.” Ideal sensory evaluation should let processors know just how far from the original food a new, healthier version can stray yet still be acceptable to the consumer. For example, studies show trans fat increases your risk of heart disease, whole-wheat bread is more nutritious than breads made without whole grains and eating too much fast food can cause obesity. a successful sensory evaluation will help determine the balance point between what consumers say they want and what they will eat. The information can then be applied toward developing the key points necessary for communicating the new product’s value to consumers. WWW.FOODPROCESSING.COM http://www.campbellwellness.com http://www.sensoryspectrum.com http://www.sensoryspectrum.com http://www.foodprocessing.com

Table of Contents Feed for the Digital Edition of Food Processing - September 2007

Contents Editor's Plate Power Lunch NewsBites Regulatory Issues Rollout Food Biz Kids Product Spotlight Next-Generation Manufacturing Models Product Development Ingredients Packaging Show Previews New Product Profiles Toops Scoops

Food Processing - September 2007

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