The application of check-all-that-apply consumer profiling to … · 2010-08-26 · the application of check-all-that-apply (cata) consumer profiling to preference mapping of vanilla

THE APPLICATION OF CHECK-ALL-THAT-APPLY (CATA) CONSUMER PROFILING TO PREFERENCE MAPPING OF VANILLA ICE CREAM AND ITS COMPARISON TO CLASSICAL EXTERNAL PREFERENCE MAPPING

Youngseung Lee, Lauren Dooley & Jean-François Meullenet

Introduction

Introduction

Introduction

Previous CATA research

Product Attributes Concept Deliverables Occasion/Use

SweetSaltyCreamySoftTough

IndulgentEnergizingComfortingArtificialBland

As a mealAs a snackWhile drivingWatching TVAfter exercising

Objectives

Methods

Consumer and Sensory Testing

Vanilla Ice Creams

CATA Question

Check all attributes that describe this sample:ButterySweet Milk/dairy flavor Custard/eggy flavor Corn Syrup Artificial vanillaNatural vanillaCreamy Flavor

Check all attributes that describe this sample:ButterySweet Milk/dairy flavor Custard/eggy flavor Corn Syrup Artificial vanillaNatural vanillaCreamy Flavor

SoftHard GummyIcyCreamy/Smooth

Preference Mapping

Multiple Factor Analysis

-1.0 -0.5 0.0 0.5 1.0

-1.0

-0.5

0.0

0.5

1.0

Correlation circle

Dim 1 (31.96 %)

DescriptiveConsumer

Sweet

Bitter

Sour

Salt

Vanilla.VanillinCooked.Milk

Milky

Butterfat

NFDM

Caramelized

Oxidized

Woody.Stick

Metallic

Astringent

Scoopability

Hardness.Oral

Denseness

Degree.of.Ice

Smoothness

Rate.of.MeltMouthcoat

Scoopability2

Elasticity

Gummy

HardSoft

Milk.dairy.flavor

Sweet

Buttery

Creamy.Smooth

Icy

Creamy.flavor

Natural.Vanilla

Artificial.VanillaCorn.Syrup

Custard.Eggy.

-4 -2 0 2

-4-2

02

Individual factor map

Dim 1 (46.32 %)

ABC

DE

F

G

HI

J

Opt

DDDCEDC

CATA Counts

MFA of CATA and Descriptive

-1.0 -0.5 0.0 0.5 1.0

-1.0

-0.5

0.0

0.5

1.0

Correlation circle

Dim 1 (31.96 %)

DescriptiveCATA

Sweet

Bitter

Sour

Salt

Vanilla.Vanillin

Cooked.Milk

Milky

Butterfat

NFDM

Caramelized

Oxidized

Woody.Stick

Metallic

Astringent

Scoopability

Hardness.Oral

Denseness

Degree.of.Ice

Smoothness

Rate.of.Melt

Mouthcoat

Scoopability2

Elasticity

Gummy

HardSoft

Milk.dairy.flavor

Sweet

Buttery

Creamy.Smooth

Icy

Creamy.flavor

Natural.Vanilla

Artificial.Vanilla Corn.Syrup

Custard.Eggy.

CATA based external map

Descriptive based external map

Modeling Comparison

MFA on product & ideal configurations

-1.0 -0.5 0.0 0.5 1.0

-1.0

-0.5

0.0

0.5

1.0

Correlation circle

Dim 1 (46.32 %)

DescriptiveCATAInternal

DDPC.1

DDPC.2

DCPC.1

DCPC.2

EDCPC.1

EDCPC.2

MFA on product & ideal configurations

-4 -2 0 2

-4-2

02

Individual factor map

Dim 1 (46.32 %)

A

BC

DE

F

G

HI

J

Ideal

DescriptiveCATAInternal

MFA on product & ideal configurations

0.0 0.2 0.4 0.6 0.8 1.0

0.0

0.2

0.4

0.6

0.8

1.0

Groups representation

Dim 1 (46.32 %)

Descriptive

CATA

Internal

Product

Ideal CATA Profiles

CATA attributes fits in spaces

Conclusions

Future Research