Using sensory and mood perceptual maps for generating new energy drink product ideas

To understand how consumers differentiate marketed beverage products for energy providing, perceptual mapping is a technique generally used. Repertory Grid method (RGM) and face to face interviewing were used to construct the sensory characteristics and preferred moods relating to energizing and rate intensity of them after drinking six selected beverage samples. Then Generalized Procrustes analysis (GPA) derived both of sensory and mood perceptual maps from these data. The directions of overall liking from both perceptual maps were used to describe which beverages responded the most to preferred moods. It also provided the sensory characteristics of the selected beverages. Apparently, carbonated water and caffeine drinks contributed to high levels of the most preferred moods such as relaxation, activeness, revitalization, refreshment, energizing and alertness more than other drinks. These two drinks were flavored most due to their sensory characteristic of ‘moistness left in the throat’ and ‘transparency’. Thus, the trend to develop the fruit juice drink for increasing energy should follow the positive sensory characteristics of both beverages as a guideline.