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Online consumer testing beyond central location tests: A case study for brewed coffee.

Seyeong Park1, Cho-Long Lee2, Jungmin Oh3

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The online home-use test (O-HUT) with researcher interaction closely matched traditional sensory evaluations, outperforming the contactless version. These non-face-to-face methods offer flexible, cost-effective sensory data collection.

Keywords:
Central location testEmotional responseHome-use testLikingNon-face-to-faceRemote testSensory evaluationSensory profiling

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Area of Science:

  • Sensory Science
  • Consumer Research
  • Food Science

Background:

  • COVID-19 pandemic necessitated non-face-to-face sensory evaluation methods.
  • Traditional face-to-face central location tests (CLT) face limitations in accessibility and cost.
  • Development of remote testing protocols is crucial for continued sensory research.

Purpose of the Study:

  • To compare the efficacy of two non-face-to-face home-use tests (HUT) against traditional central location tests (CLT).
  • To evaluate a contactless HUT (C-HUT) and an online HUT with live researcher guidance (O-HUT).
  • To assess the suitability of these methods for collecting sensory data on liking, sensory, and emotional attributes.

Main Methods:

  • Participants were recruited online and received coffee samples delivered to their homes.
  • One group (C-HUT) followed a written protocol without direct researcher contact.
  • Another group (O-HUT) received live guidance via online meetings with a researcher.
  • Data from HUTs were compared to results from a traditional CLT using RV coefficients.

Main Results:

  • The O-HUT demonstrated high similarity to CLT results (RV coefficients 0.92-0.98, P < 0.05).
  • CLT results were significantly more similar to O-HUT than to C-HUT.
  • O-HUT showed superior ability to discriminate between coffee samples compared to C-HUT.

Conclusions:

  • Online home-use tests (O-HUT) with real-time researcher interaction are a viable alternative to traditional sensory evaluations.
  • Contactless home-use tests (C-HUT) are suitable but may be less effective for sample discrimination.
  • Both C-HUT and O-HUT offer flexibility, reduce costs, and overcome geographical limitations in sensory data collection.