Projective mapping based on choice or preference: An affective approach to projective mapping

Area of Science:

• Sensory Science
• Consumer Behavior
• Food Science

Background:

• Projective mapping is a sensory analysis technique.
• Traditional projective mapping relies on analytical product comparisons.
• Understanding consumer drivers for product choice is crucial.

Purpose of the Study:

• To explore a novel affective approach to projective mapping.
• To compare affective projective mapping with traditional analytical methods.
• To identify consumer drivers of liking and choice.

Main Methods:

• Two projective mapping sessions were conducted with the same consumers over one week.
• Whole bread was used as a case study.
• Consumers' preferences and choices were used to inform the affective projective mapping approach, contrasted with analytical approaches based on similarities/differences.

Main Results:

• The affective approach to projective mapping successfully identified consumers' drivers of liking and choice.
• This method provides a holistic perspective, mirroring real-life consumer decision-making.
• Consumers' categorization and product descriptions were explored under different projective mapping scenarios.

Conclusions:

• An affective approach to projective mapping offers valuable insights into consumer preferences.
• This method provides a more realistic representation of how consumers make choices.
• Affective projective mapping can uncover key drivers influencing product liking and selection.