Optimized Consumer Intensity Analysis
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In the area of food and beverage marketing, an Optimized Consumer Intensity Analysis uses data from a sensory perception experiment, often in the form of a blind taste test, to compare brands or products. For example, the Pepsi Challenge is a famous taste test that has been run by Pepsi since 1975 as a method to show their superiority to Coca-Cola.
Input and output
An OCI Analysis takes in data from a sensory perception experiment and outputs a graph showing the distribution of the products per attribute taking into account the overall liking score.
Data resulting from sensory perception experiment results in (at least) the following variables:
- Product [in one experiment, multiple products are rated]
- Overall liking of the product
- Sensory intensity attributes [perceived saltiness, perceived sweetness, etc.]
The output graph shows the average sensory attribute per product. Key to the interpretation of the graph is a provided interval "the optimal range". This interval is understood and interpreted in several ways:
- Products within this interval are optimal with respect to the attribute at hand.
- Products within that interval are not different from each other with respect to the attribute.
- Products within that interval cannot be improved by changing the attribute.
- Products outside that interval can be improved by changing the attribute.