Consumer data¯¯sense and nonsense

This paper is based on an invited lecture to the 3rd Pangborn Sensory Science Symposium. The collection and use of consumer data has a long history in Sensory Science. Early on, both academic researchers and commercial practitioners primarily in Market Research collected information from consumers on how and why they liked (or disliked) products. Over the years, as sensory evaluation groups grew in size and relevance in companies, the use of consumer data grew markedly and emphasized the product development guidance role. Moreover, consumer data were increasingly used in quality control to complement the standard instrumental techniques. Another extension of the product development role has been in the use of consumer data in a variety of product optimization models and in the collection of cognitive data. The sensible use of consumer data has made a significant contribution to sensory science and its clients, but there are many "nonsensical" uses and interpretations of consumer data which can lead to inappropriate generalizations about products or populations.