Perceptual Mappingand
Opportunity IdentificationDr. Chris FindlayCompusense Inc.
What are we trying to accomplish?
Outline• Sensory experience of consumers• Descriptive Analysis• What is a Perceptual Map?
– Some examples• Finding holes in the map
– Opportunity identification• A real world example
– Wieners and losers
Sensory Experienceof Consumers
• Consumers judge food on• Appearance• Aroma• Flavor• Texture• After – Experience
• Remember there is no such thing as an “Average Consumer”.
DESCRIPTIVE ANALYSIS
DEFINITION:• any method to describe and quantify the
sensory characteristics of stimuli by a panel of trained assessors.
ASTM Standards 2002, E253 – 02
DESCRIPTIVE ANALYSISPROCEDURE
Identification of the key sensory attributes.
Development of trained panel.
Development of the ballot.
Measurement of the attributes.
Analysis and interpretations of results.
Best practices in Descriptive Analysis
• The Sensory Order– Identify the attribute– Rank its intensity– Scale the intensity
• Feedback Calibration– Assure that results are historically reproducible
A Perceptual Map• Visualization of the
sensory properties of a group of products
• Multidimensional presentation
• Simplification• Many different
methods using factor analysis (PCA, GPA)
CHOC CHIPS
CHOCOLATE FLAVOR
Sweetness
HARDNESS CHEWINESS
1
2
3
4
Overall Goals
• Learning how the products in a class are perceived with respect to strengths weaknesses and similarities
• Learning what potential buyers want• Learning how to produce or modify a
product to optimize its appeal
Lawless & Heymann, 1998
Desired Qualities in Perceptual Mapping
• Goodness of fit (low stress)• Reliability: blind duplicates plot together
– Similar pairs (batches) plot nearby• Dimensionality: model has a few dimensions
– can be plotted• Interpretation: Map should make sense• Validity: map should relate to descriptive attributes
– Should relate to consumer preferences• Payoff: Map should suggest new hypotheses or may
confirm previous hypotheses• Cost efficiency: data collection is rapid and simple
Lawless & Heymann, 1998
A Study of Beef Striploins
• Are there sensory differences ?• By country of origin
– US, Canada, NZ and Australia• By grade and age of animal• 12 products, 12 panelist, 3 replicates• 6 sensory attributes
Multi-Country Study of Beef striploinby animal age and grade
Tender
Juicy
Chewy
Moist
Chew Time
0
2
4
6
8
CND USA <14 >21-28 A SELECTNZ Australia >14-21 >28 AAA CHOICE
Tender
Juicy
Chewy
MoistChew Time
CND
NZ USA
Australia
by Country
Tender
Juicy
ChewyMoist
Chew Time<14
>14-21
>21-28
>28
By Age
Tender
Juicy
ChewyMoist
Chew Time
A
AAASELECT
CHOICE
by Grade
Marinated Rainbow trout
• Improve yield and consumer acceptance
• How much marinade to use?
• Control, Atlantic and Pacific Salmon with 5 prototype products
• 12 panelists, 3 replicates, 6 attributes
GPA of Marinated Trout
Flakiness
Firmness
Fish flavor
SaltJuiciness
Overall flavor
Pacific
Control
Atlantic
15
10
9.57.5
6
Where’s the opportunity?
Category assessment - Ham
• Evaluation of the sensory attributes of a wide range of commercial product.
• 15 products• 10 trained panelists• 3 replicates• 22 attributes (much more complex)
Ham Data
4.694.44.044.64.554.7344.314.534.544.644.235.354.214.54Juiciness
5.274.7865.295.425.085.015.444.673.975.175.354.425.184.57Fiber Awareness
5.195.115.825.444.795.385.065.924.824.785.285.424.885.194.57Chewiness
5.064.524.234.895.244.84.463.694.284.214.474.234.394.735.12Cohesiveness
2.462.242.732.222.342.82.892.882.652.592.732.72.12.722.61Astringency
1.230.440.971.111.061.310.760.860.661.141.061.611.011.040.74Pork Fat
2.281.431.751.551.831.691.381.771.341.651.32.391.511.811.45Pork Flavor
0.580.360.720.550.821.430.450.290.530.290.830.30.570.310.19Phenolic
1.290.472.11.012.131.031.311.823.062.381.550.881.570.920.91Wood Smoke
2.231.342.112.182.362.441.932.11.891.892.412.392.032.231.78Sourness
2.254.562.182.32.392.792.452.282.12.72.382.43.742.452.65Sweetness
5.264.635.435.625.245.595.795.496.124.985.895.795.3265.12Saltiness
0.136.153.220.444.455.441.772.786.833.560.441.876.953.09Firmness
8.477.688.228.327.199.18.199.646.677.859.18.419.17.937.09Surface Shine
1.222.621.881.281.551.792.11.581.511.371.7121.562.512.5Sweet Aromatic
3.451.461.743.181.561.911.510.880.962.061.371.941.681.631.11Sulfur
H15H14H13H12H11H10H9H8H7H6H5H4H3H2H1
HAM - PCA
Sulfur
Sweet Aromatic
Surface Shine
Firmness
Salt
SweetnessSour
Wood Smoke
Phenolic Pork FlavorPork Fat
Astringency
Cohesiveness
Chewiness
Fiber Awareness
Juiciness
H1
H2
H3
H4H5
H6
H7
H8H9
H10H11
H12
H13
H14
H15
Where’s the hole?
A Real-World Case Study
• A category assessment of 14 wieners• Descriptive analysis by 10 panelists• 3 replicates• 23 attributes
• Followed by a consumer study
Wiener Attributes
• Sweet• Poultry flavor• Pork flavor• Beef flavor• Afterburn/Heat• Pepper• Garlic flavor• Green herbs• Smoke flavor• Smoke aroma• Color• Mottled appearance
• Residual oiliness• Juiciness• Particles• Coarseness• Cohesiveness• Firmness• Springiness• Skin chew• Firm skin• Sour• Salt
** Highlighted samples P<0.05
Summary Wiener Data
5.474.614.684.225.264.824.944.355.414.584.994.015.744.03Residual oiliness
6.834.256.654.786.474.86.214.176.384.917.084.057.384.47Juiciness
4.764.985.435.625.145.995.596.145.055.175.296.355.135.84Springiness
5.584.045.853.516.093.125.823.886.143.875.884.415.853.99Skin chew
6.394.86.594.736.324.036.24.246.883.756.54.876.14.47Firm skin
6.785.515.425.335.54.785.775.535.65.535.315.875.255.94Sour
3.353.12.743.83.033.623.444.494.734.794.854.784.444.4Pork flavor
4.983.614.43.734.963.445.813.175.012.484.632.875.163.91After burn/Heat
5.954.595.254.075.594.265.773.816.073.745.74.346.214.49Pepper
5.033.985.644.55.294.054.894.995.624.356.045.165.254.37Garlic flavor
6.455.476.46.166.576.215.46.256.154.836.075.226.355.79Green herbs
4.765.073.184.074.413.374.244.94.394.114.244.335.214.85Smoke flavor
3.133.913.743.874.564.674.315.454.646.243.964.813.233.76Color
P14P13P12P11P10P9P8P7P6P5P4P3P2P1Attribute
Means of Wiener Data
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P140
2
4
6
8
Color Green herbs Pepper Pork flavor Firm skin Springiness Residual oilinessSmoke flavor Garlic flavor Heat Sour Skin chew Juiciness
Garlic flavor
4.37
5.25 5.16
6.04
4.35
5.62
4.99 4.89
4.05
5.29
4.50
5.64
3.98
5.03
0
2
4
6
8
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
Juiciness
4.47
7.38
4.05
7.08
4.91
6.38
4.17
6.21
4.80
6.47
4.78
6.65
4.25
6.83
0
2
4
6
8
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
Single Attribute Contrasts
Wiener GPA
-0.98 0.98
-0.98
0.98
P14
P13
P12P11
P10
P9
P8
P7
P6
P5P4
P3 P2P1
Color
Smoke
Green herbs
GarlicPepperHeat
Pork
Sour Firm skin
Skin chew
Springiness
Juiciness
Residual oilinessP14P13P12
P11 P10
P9
P8
P7
P6
P5
P4
P3 P2P1
GPA Plot for Wieners
Preference Mappingand
Consumer Target ProductsTom Carr
Carr Consulting
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