2018 May Event

DATE: May 8-10, 2018

LOCATION: The Williamsburg Lodge
Colonial Williamsburg, VA

PROGRAM FEES:

Entire Program
$1,975
(May 8-10)

Symposia only
$495
(May 8)

Master Classes
each at $395
(May 9-10)

Registration fee includes:
  • Food and beverage refreshments and lunch each day
  • A group dinner on Tuesday and Wednesday evenings
  • Printed manuals of slides and software exercises
  • A copy of our latest books, Readings in Advertising Claims Substantiation, Tools and Applications of Sensory and Consumer Science, and Thurstonian Models: Categorical Decision Making in the Presence of Noise
  • FREE IFPrograms Tools software and a three-month free trial of the Professional version
  • Complimentary IFP webinar - attend an upcoming presentation or choose a past recording

This program qualifies for Certified Food Scientist (CFS) recertification contact hours (CH). For more information, please visit www.ift.org/certification or email ifscc@ift.org.

This program is recommended for those who work in sensory and consumer science and aspire to stay current of innovative developments in their field. The concepts covered have valuable applications to product development, quality assurance, marketing, and advertising claims substantiation in consumer product companies. The instructors will be:

The topics covered follow. For more details, please see the course brochure and do not hesitate to contact us with any questions. To register, please use our on-line registration form. For more information about payment by invoice, please contact Susan Longest before registering at mail@ifpress.com or call (804) 675-2980 M-F, 9am - 5pm EST. Enrollment is limited.


A central issue in advertising claims support is the reliability of the research that supports a claim. Experimental design and how the statistical analysis is conducted contribute to the confidence placed in arguments supporting advertising claims. In this symposium the speakers will address some paradoxical outcomes inherent in the ASTM Standard Guide for Sensory Claim Substantiation. They will also discuss how to support equivalence, ratio, and multiplicative claims and provide an overview of how to account for ties in difference and preference tests.

Competent and Reliable Scientific Evidence in NAD Decisions
Annie Ugurlayan - Assistant Director, Communications, NAD

Historical Developments in the ASTM Guide for Sensory Claim Substantiation
John Castura - Vice President of Research & Innovation, Compusense

Issues in Assigning “no preference/difference” responses
Andy Basehoar - Senior Statistician, Family Care, Kimberly-Clark

Superiority, Unsurpassed, Equivalence and Multiplicative Claims and their Paradoxes
Dr. Daniel M. Ennis - President, The Institute for Perception

Product development, quality assurance and advertising claims support all require relevant sensory measurements that relate to consumer behavior. Based on new ideas and recent research, the speakers in this symposium will discuss fundamental sensory measurement and scaling issues that need to be addressed in order to establish and implement consumer-relevant action standards. The basis for these standards will provide participants with the ability to significantly improve the usefulness, and relevance, of their sensory and consumer testing programs.

The Importance of Consumer Relevance, and How to Measure It
Dr. Benoit Rousseau - Senior Vice President, The Institute for Perception

Establishing the consumer relevance of a sensory difference using the same-different method
John Castura - Vice President of Research & Innovation, Compusense

Measuring Consumer Relevant Differences: Project Babysteps - Silently Changing Product Formulations Without Losing (Loyal) Consumers
Dr. Danielle van Hout - Science Leader, R&D, Unilever

Planning for Precision when Designing Difference Tests
Dr. John Ennis - Vice President of Research Operations, The Institute for Perception

Multivariate mapping of hedonic data has led to improved consumer products and a better understanding of consumer liking and choice. Multivariate analyses are commonly used to study differences among items in a multidimensional space and to relate these findings to hedonic assessments of the same items. But there are numerous methods in use and the purpose of this Symposium is to review these methods based on ideas about how the data arise. Among the methods considered in this Symposium are internal preference mapping, external preference mapping and probabilistic unfolding of liking. Without a process-based perspective, practitioners will not be able to optimally interpret results from the wide variety of available multivariate mapping methods. This symposium's focus on the processes that generate data will be new and relevant to practitioners.

Methods for Mapping Consumer Hedonics
Dr. Benoit Rousseau - Vice President, The Institute for Perception

Testing the single ideal assumption using the Ideal Profile Method (IPM)
Dr. Thierry Worch - Statistician, QI Statistics

Application of an Unfolding Model to Utilities from Conjoint Analysis
Dr. MaryAnne Drake - Professor, North Carolina State University

A Process Model for Multivariate Mapping
Dr. Daniel M. Ennis - President, The Institute for Perception

Data science—a relatively young field which has rapidly come to dominate many aspects of modern life—offers consumer scientists an exciting future through powerful techniques for mining the increasing wealth of consumer data. In this symposium, we will explore the various ways that data science is impacting consumer science, from improving the predictive ability of product development and refining our ability to classify consumers into meaningful benefitbased clusters, to providing additional channels for hearing consumers. This symposium is recommended for consumer scientists who want to ensure that they are well-positioned as the data-driven future continues to expand.

Why Should Consumer Scientists Care About Data Science?
Dr. Thierry Worch - Statistician, QI Statistics

From Statistics to Data Science: The Evolving Role of Data Analytics within Consumer Science
Frank Rossi - Director of R&D, PepsiCo / Frito Lay

Insight Triangulation at Netflix: Data Science + People Science
Dr. Zachary Schendel - Director of UX Research, Netflix

How Consumer Scientists Can Thrive in the Coming Age of Automation
Dr. John Ennis - Vice President of Research Operations, The Institute for Perception


  • NAD perspective and selected case decisions
  • No preference option analysis
  • Power comparisons: Dropping, equal, and proportional distribution
  • Statistical models and psychological models
  • ASTM requirements for superiority, unsurpassed, and equivalence claims
  • Need for a minimum standard for superiority
  • Equivalence testing: How the equivalence hypothesis differs from difference testing
  • FDA method for qualifying generic drugs: Why TOST is flawed
  • Ratio and multiplicative claims: New statistical models
  • The difference between ratio and multiplicative claims
  • Examples of multiplicative claims

  • The need for consumer-focused sensory programs
  • A consumer preference, but no significant sensory difference?
  • Why scaling sensory differences is needed
  • Psychological scaling of product differences:δ
  • Setting a rejection threshold,δR, using consumer input
  • Optimizing an internal sensory program using δR - Sample size, risk and reward

  • Unfolding to individual ideal points and product positions in a drivers of liking space
  • Landscape Segmentation Analysis® (LSA)
  • LSA compared to internal and external preference mapping
  • Ideal point models vs. Bayesian networks
  • Identifying drivers of liking
  • Portfolio optimization
  • Predicting product performance from internal sensory expert data

  • The many sources of consumer data and the rise of data science
  • Recommendations for internet-based survey design and execution
  • Operations research and its applications to market research
  • Comprehensive Market Coverage Analysis (CMCA)
  • Graph theory: Compatibility of features, images, and benefits to build a brand
  • Classification trees to understand consumer clustering
  • Techniques for textual analysis