To understand why sensory evaluation is so important, it is vital to understand the role taste and smell play in the consumers’ perception of a product. Taste (flavor) and smell (odor) can evoke complex psychological and physiological reactions. “Flavor is a sensory perception that results from a combination of: olfactory sensations elicited by volatile substances in the nasal and the retronasal cavity; gustatory sensations of soluble substances on the taste buds; and feelings such as heat, pungency, or cooling, elicited by the trigeminal nerve.” Unlike odors, tastes do not fuse or blend to form new qualities; rather, they combine to keep their identities. Essentially, flavors are sensory perceptions that result from a combination

Flavors play a key role in the development and acceptance of foods, and the application of sensory evaluation techniques to determine the extent that consumers derive pleasure from the products they consume is a goal of food processors. Yet, even though most products are evaluated for consumer acceptance, nine out of ten new products entering the marketplace will fail. This makes the practice of sensory evaluation a constantly changing and expanding market. Food processors that know how to effectively utilize data obtained from sensory testing have a better chance of making the one new product that succeeds theirs.

Binger, P.R., Time and Intensity of Sensory Traits. Food Technology 95: 59-62.

The type of test is another important consideration that strongly influences test results. Tests can either be qualitative or quantitative. Qualitative tests include focus group testing and feasibility studies. In focus groups, panelists evaluate prototypes in small round table discussion groups. For feasibility studies, consumers evaluate and comment on the test samples. Quantitative tests include in home tests where consumers are asked to rate or evaluate finished products. Two main questions are asked: Which product do you prefer, and how much do you like the products? One advantage of in-home use tests is that they shed light on how products are used in everyday real-life situations. The sensory analyst is able to ask more questions of the consumer and repeat consumption information is obtained. However, these tests are time consuming and the return rate is generally low.

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