Puneet Varma (Editor)

Optimized Consumer Intensity Analysis

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In the area of food and beverage marketing, an Optimized Consumer Intensity Analysis uses data from a sensory perception experiment, often in the form of a blind taste test, to compare brands or products. For example, the Pepsi Challenge is a famous taste test that has been run by Pepsi since 1975 as a method to show their superiority to Coca-Cola.

Input and output

An OCI Analysis takes in data from a sensory perception experiment and outputs a graph showing the distribution of the products per attribute taking into account the overall liking score.

Data resulting from sensory perception experiment results in (at least) the following variables:

  • Product [in one experiment, multiple products are rated]
  • Overall liking of the product
  • Sensory intensity attributes [perceived saltiness, perceived sweetness, etc.]

    • The output graph shows the average sensory attribute per product. Key to the interpretation of the graph is a provided interval "the optimal range". This interval is understood and interpreted in several ways:

  • Products within this interval are optimal with respect to the attribute at hand.
  • Products within that interval are not different from each other with respect to the attribute.
  • Products within that interval cannot be improved by changing the attribute.
  • Products outside that interval can be improved by changing the attribute.

    • References

    Optimized Consumer Intensity Analysis Wikipedia
    (Text) CC BY-SA