Abstract

This chapter shows how consumer strategy in consulting companies needs to broaden from sensory testing to knowledge of the consumers’ needs, wants and behaviour. The importance of sensory properties in acceptance and rejection of foods has been recognized for a long time but there are many other factors that also affect the consumers’ attitudes to food products. Over the last few years, it has been recognized by food companies and also sensory consulting companies (called `suppliers’ in this chapter) that sensory testing is needed to broaden to the total product assessment to gain a deeper understanding of the reaction in the market place to a new product.