Table of Contents

Preface ix

Author biographies xi

Acknowledgments xv

1 Emerging corporate knowledge needs: how and where does sensory fit? 1

2 Making use of existing knowledge and increasing its business value—the forgotten productivity tool 17

3 Understanding consumers’ and customers’ needs—the growth engine 41

4 Innovation's friend: integrated market and sensory input for food product design and development 83

5 A process to bring consumer mind-sets into a corporation 115

6 Developing relevant concepts 135

7 High-level product assessments 167

8 So what can sensory do for me (or for my company)? 207

9 What types of tests do sensory researchers do to measure sensory response to the product? and . . . why do they do them? 229

10 What can sensory researchers do to characterize products? and . . . how does one select the best method? 283

11 So what are the practical considerations in actually running a test? what do I need to know? what does the rest of the company need to know? 321

12 Evolving sensory research 365

13 Addressable MindsTM and directed innovation: new vistas for the sensory community 381

Index 409

About the Author

Howard R. Moskowitz, Ph.D., is president and CEO ofMoskowitz Jacobs Inc., White Plains, NY, a firm he founded in 1981.Moskowitz is a well-known experimental psychologist in the field ofpsychophysics (the study of perception and its relation to physicalstimuli) and an inventor of world-class market research technology.Among his important contributions to market research is his 1975introduction of psychophysical scaling and product optimization forconsumer product development. A member of the Institute of FoodTechnologists and numerous other professional societies, he haswritten/edited 16 books, published well over 300 articles, andserves on the editorial board of major journals. With colleagueE.P. Koster, Moskowitz co-founded the journal Chemical Sensesand Flavor, now called Chemical Senses, the leadingjournal in the field. Jacqueline H. Beckley, M.B.A., is the founder of TheUnderstanding & Insight Group, LLC, Denville, NJ, an innovativebusiness development and strategy firm working with both large andsmall companies to integrate traditional approaches with newconcepts and tools for business growth. Previously, Beckley heldpositions within industry and consulting, including director ofconsumer perception at Nabisco, Inc., group manager of sensoryresearch and R&D for the Quaker Oats Company, and researchscientist for Amoco Chemical Company. Anna V.A. Resurreccion, Ph.D., is a professor of foodscience and technology at the University of Georgia. She haspublished 128 refereed journal articles reporting her research onsensory evaluation, consumer acceptance, and food qualityevaluation. Resurreccion is a fellow of the Institute of FoodTechnologists and serves on editorial boards for the Journal ofSensory Studies and major journals. Previously, she wasassociate scientific editor for the Journal of Food Scienceand chair of the Product Development Division of the Institute ofFood Technologists.

Reviews

This book is aimed at professionals in all sectors of thefood and beverage industry and is especially important for thosebusiness and research professionals involved in the early stages ofproduct development, where business opportunity is often thegreatest. (South African Food Science andTechnology, 1 August 2012)