Consumer acceptance studies help manufacturers gain insights into the acceptance of their products through consumer liking and disliking. Preferences can be inferred from a superior acceptance score of one product over another. For these reasons, many sensory professionals consider acceptance tests to be a better choice than a preference test.
Consumer acceptance studies are designed to gather consumer liking, which can be useful for a number of additional purposes. The classic hedonic or liking scale can be easily converted to ranking data and preference mapping to help visualise the directions for product preferences in spatial models of a product set. Preference of individual consumers can be easily highlighted showing directions of increased liking which can then suggest directions for product optimisation. Differences in the preferred directions for different consumer can help discover market segments or groups with different likes and dislikes that can be targeted.
How consumer acceptance studies work
This method utilises a large pool of consumers (minimum 100 participants) to complete the assessment of samples during one or multiple sessions, depending on the number of samples to be assessed. Consumers receive an initial brief based on the method and tasting protocol before they assess their liking of each sample one at a time using a 9-point hedonic scale with phrases ranging from ‘like extremely, to dislike extremely’. A ‘dummy’ sample may also be used to check the participants understanding of the approach if required. Consumers will only rate how much they like the product and how likely they are to purchase it.
How we can help
Whether you’re developing a new product or enhancing an existing one, its success hinges on consumer perception and acceptance. It’s crucial to thoroughly understand consumer response in detail when embarking on a product innovation or optimisation program.
Our team of highly qualified sensory scientists employ quantitative and qualitative methods to delve into consumers’ expectations and experiences. No matter the challenges our clients face, we consistently provide innovative solutions that position them for market success.
If you’re facing a challenge where understanding consumer acceptance could guide your path forward and set you up for success, our Projects Team is here to help.
Get in touch to discuss how consumer acceptance studies can be used to optimise your products.
