Minimal effect of evoked contexts in product testing with consumers: Case studies using typical consumption situations.

Consumer studies conducted under central location test (CLT) conditions continue to be dominant in product research and context evocation have been suggested as an avenue to partly mitigate the lack of real consumption settings. In this research the influence of evoked context on product acceptability was investigated in eight diverse consumer studies (138-268 participants per study) through the use of between-subjects designs that allowed the comparison of hedonic scores obtained with and without evoked context. In a departure from previous research, consumers mentally evoked their typical consumption contexts for the focal product categories and content analysis of descriptions of these situations showed them to often be idiosyncratic. Results were partly product- and situation-specific, and in this regard replicated past research. The evoked context only significantly modified hedonic scores in two of the eight studies, whereas it increased sample discrimination in three studies. Thus, accumulating evidence now supports the conclusion that evoked context is less rather than more likely to impact hedonic responses. Nonetheless, a benefit of context evocation is to give products a more complete meaning, and this may motivate their continued use in CLT settings. For researchers who wish to continue their use, key considerations in implementation are discussed, including relevance in home-use testing (HUT). By asking consumers to describe a typical eating occasion for the tested products, useful understanding of product use and pairings is gained. Such data can be easily elicited from consumers and obtained independently of context evocation.

Sensory product characterisations based on check-all-that-apply questions: Further insights on how the static (CATA) and dynamic (TCATA) approaches perform.

Check-all-that-apply (CATA) questions have become one of the most popular methods for sensory characterisation with consumers. Temporal CATA (TCATA) is an extension of the former that takes into account the dynamic nature of sensory perception. The aim of the present work was to expand the methodological comparison of CATA and TCATA questions, considering the characterisation of solid products that undergo substantial oral processing when consumed. Five studies involving a total of 731 consumers were conducted with different product categories: dried apricots, peas, cheese, bread and milk chocolate. A between-subjects experimental design was used to compare the static and dynamic versions of CATA questions. For comparison purposes, TCATA data were analysed as CATA by collapsing the data into four fixed time intervals (quarters). The four quarters of TCATA were compared to results from CATA considering the frequency of use of the terms, sample discrimination, and product configurations. The temporal aspect of TCATA did not largely modify the average citation proportion of terms or the maximum citation proportion for individual terms. Significant differences among samples were established for most of the terms in both CATA and TCATA evaluations, albeit some subtle differences between the two methods were found. These differences were dependent on the product category and the specific sensory characteristics that were relevant for describing the focal samples. The largest differences were found for Study 5 (milk chocolate), for which TCATA identified a few additional insights on the evolution of similarities and differences among samples. However, in most cases general findings were virtually identical for both methodological approaches. In light of these results, the extra effort of using a dynamic sensory characterisation method compared to a static one, may, in many instances, not be warranted.