This book contains a collection of fiction - short stories - written for the purpose of explaining concepts in sensory and consumer science. Each brief account of a concept is built around the story of a main character – you. You have either led a very eclectic career or your skills have been in high demand because we find you working on foods, beverages, pharmaceuticals, air care, packaging, fragrances, and energy bars among others. You are interested in difference testing, rating methods, ranking, category appraisals, motivations for product consumption, product and concept mapping, portfolio optimization, and numerous choice methods. As in any typical short story our character faces a dilemma that requires an attempted resolution and you always seem to have a new approach that is novel and interesting.
The stories are recounted under six main themes: Difference Tests, Rating and Ranking Methods, Claims Support, Drivers of Liking® and LSA, Portfolio Optimization, and Probabilistic Multidimensional Scaling. You should read each two-page story as an introduction which can be followed by reviewing the cited references or conducting your own research. The technical content behind each story has been kept to a minimum so that the ideas can be absorbed easily, but there is plenty of opportunity to pursue each account in more detail.
To order copies of this book please call (804) 675-2980 or visit our order page.