Howard R. Moskowitz, Ph.D., is president and CEO of Moskowitz Jacobs Inc., White Plains, NY, a firm he founded in 1981. Moskowitz is a well-known experimental psychologist in the field of psychophysics (the study of perception and its relation to physical stimuli) and an inventor of world-class market research technology. Among his important contributions to market research is his 1975 introduction of psychophysical scaling and product optimization for consumer product development. A member of the Institute of Food Technologists and numerous other professional societies, he has written/edited 16 books, published well over 300 articles, and serves on the editorial board of major journals. With colleague E.P. Koster, Moskowitz co-founded the journal Chemical Senses and Flavor, now called Chemical Senses, the leading journal in the field. Jacqueline H. Beckley, M.B.A., is the founder of The Understanding & Insight Group, LLC, Denville, NJ, an innovative business development and strategy firm working with both large and small companies to integrate traditional approaches with new concepts and tools for business growth. Previously, Beckley held positions within industry and consulting, including director of consumer perception at Nabisco, Inc., group manager of sensory research and R&D for the Quaker Oats Company, and research scientist for Amoco Chemical Company.Anna V.A. Resurreccion, Ph.D., is a professor of food science and technology at the University of Georgia. She has published 128 refereed journal articles reporting her research on sensory evaluation, consumer acceptance, and food quality evaluation. Resurreccion is a fellow of the Institute of Food Technologists and serves on editorial boards for the Journal of Sensory Studies and major journals. Previously, she was associate scientific editor for the Journal of Food Science and chair of the Product Development Division of the Institute of Food Technologists.

“This book is aimed at professionals in all sectors of the food and beverage industry and is especially important for those business and research professionals involved in the early stages of product development, where business opportunity is often the greatest.”  (South African Food Science and Technology, 1 August 2012)

• Preface ix Author biographies xiAcknowledgments xv1 Emerging corporate knowledge needs: how and where does sensory fit? 12 Making use of existing knowledge and increasing its business value—the forgotten productivity tool 173 Understanding consumers’ and customers’ needs—the growth engine 414 Innovation's friend: integrated market and sensory input for food product design and development 835 A process to bring consumer mind-sets into a corporation 1156 Developing relevant concepts 1357 High-level product assessments 1678 So what can sensory do for me (or for my company)? 2079 What types of tests do sensory researchers do to measure sensory response to the product? and . . . why do they do them? 22910 What can sensory researchers do to characterize products? and . . . how does one select the best method? 28311 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? 32112 Evolving sensory research 36513 Addressable MindsTM and directed innovation: new vistas for the sensory community 381Index 409

Howard R. Moskowitz, Ph.D., is president and CEO of Moskowitz Jacobs Inc., White Plains, NY, a firm he founded in 1981. Moskowitz is a well-known experimental psychologist in the field of psychophysics (the study of perception and its relation to physical stimuli) and an inventor of world-class market research technology. Among his important contributions to market research is his 1975 introduction of psychophysical scaling and product optimization for consumer product development. A member of the Institute of Food Technologists and numerous other professional societies, he has written/edited 16 books, published well over 300 articles, and serves on the editorial board of major journals. With colleague E.P. Koster, Moskowitz co-founded the journal Chemical Senses and Flavor, now called Chemical Senses, the leading journal in the field. Jacqueline H. Beckley, M.B.A., is the founder of The Understanding & Insight Group, LLC, Denville, NJ, an innovative business development and strategy firm working with both large and small companies to integrate traditional approaches with new concepts and tools for business growth. Previously, Beckley held positions within industry and consulting, including director of consumer perception at Nabisco, Inc., group manager of sensory research and R&D for the Quaker Oats Company, and research scientist for Amoco Chemical Company.Anna V.A. Resurreccion, Ph.D., is a professor of food science and technology at the University of Georgia. She has published 128 refereed journal articles reporting her research on sensory evaluation, consumer acceptance, and food quality evaluation. Resurreccion is a fellow of the Institute of Food Technologists and serves on editorial boards for the Journal of Sensory Studies and major journals. Previously, she was associate scientific editor for the Journal of Food Science and chair of the Product Development Division of the Institute of Food Technologists.

“This book is aimed at professionals in all sectors of the food and beverage industry and is especially important for those business and research professionals involved in the early stages of product development, where business opportunity is often the greatest.”  (South African Food Science and Technology, 1 August 2012)

• Preface ix Author biographies xiAcknowledgments xv1 Emerging corporate knowledge needs: how and where does sensory fit? 12 Making use of existing knowledge and increasing its business value—the forgotten productivity tool 173 Understanding consumers’ and customers’ needs—the growth engine 414 Innovation's friend: integrated market and sensory input for food product design and development 835 A process to bring consumer mind-sets into a corporation 1156 Developing relevant concepts 1357 High-level product assessments 1678 So what can sensory do for me (or for my company)? 2079 What types of tests do sensory researchers do to measure sensory response to the product? and . . . why do they do them? 22910 What can sensory researchers do to characterize products? and . . . how does one select the best method? 28311 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? 32112 Evolving sensory research 36513 Addressable MindsTM and directed innovation: new vistas for the sensory community 381Index 409

Howard R. Moskowitz, Ph.D., is president and CEO of Moskowitz Jacobs Inc., White Plains, NY, a firm he founded in 1981. Moskowitz is a well-known experimental psychologist in the field of psychophysics (the study of perception and its relation to physical stimuli) and an inventor of world-class market research technology. Among his important contributions to market research is his 1975 introduction of psychophysical scaling and product optimization for consumer product development. A member of the Institute of Food Technologists and numerous other professional societies, he has written/edited 16 books, published well over 300 articles, and serves on the editorial board of major journals. With colleague E.P. Koster, Moskowitz co-founded the journal Chemical Senses and Flavor, now called Chemical Senses, the leading journal in the field. Jacqueline H. Beckley, M.B.A., is the founder of The Understanding & Insight Group, LLC, Denville, NJ, an innovative business development and strategy firm working with both large and small companies to integrate traditional approaches with new concepts and tools for business growth. Previously, Beckley held positions within industry and consulting, including director of consumer perception at Nabisco, Inc., group manager of sensory research and R&D for the Quaker Oats Company, and research scientist for Amoco Chemical Company.Anna V.A. Resurreccion, Ph.D., is a professor of food science and technology at the University of Georgia. She has published 128 refereed journal articles reporting her research on sensory evaluation, consumer acceptance, and food quality evaluation. Resurreccion is a fellow of the Institute of Food Technologists and serves on editorial boards for the Journal of Sensory Studies and major journals. Previously, she was associate scientific editor for the Journal of Food Science and chair of the Product Development Division of the Institute of Food Technologists.

“This book is aimed at professionals in all sectors of the food and beverage industry and is especially important for those business and research professionals involved in the early stages of product development, where business opportunity is often the greatest.”  (South African Food Science and Technology, 1 August 2012)

• Preface ix Author biographies xiAcknowledgments xv1 Emerging corporate knowledge needs: how and where does sensory fit? 12 Making use of existing knowledge and increasing its business value—the forgotten productivity tool 173 Understanding consumers’ and customers’ needs—the growth engine 414 Innovation's friend: integrated market and sensory input for food product design and development 835 A process to bring consumer mind-sets into a corporation 1156 Developing relevant concepts 1357 High-level product assessments 1678 So what can sensory do for me (or for my company)? 2079 What types of tests do sensory researchers do to measure sensory response to the product? and . . . why do they do them? 22910 What can sensory researchers do to characterize products? and . . . how does one select the best method? 28311 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? 32112 Evolving sensory research 36513 Addressable MindsTM and directed innovation: new vistas for the sensory community 381Index 409