The Hedonext^® Method-A Case Study with Extra Virgin Olive Oil.

Area of Science:

• Food science
• Consumer behavior
• Sensory analysis

Background:

• Assessing consumer choice, liking, and preference is crucial in product development.
• Traditional methods like the nine-point hedonic scale are widely used but can be time-consuming.
• Novel approaches are needed to enhance the efficiency and engagement of consumer testing.

Purpose of the Study:

• To evaluate the efficacy of the Hedonext method for measuring consumer liking and preference.
• To compare Hedonext's outcomes with traditional hedonic ratings and preference mapping.
• To assess consumer experience and test duration using the Hedonext method.

Main Methods:

• A novel Hedonext method was employed, where consumers tasted olive oils sequentially until they found their preferred choice, which served as a reward.
• Consumer preference data from Hedonext was compared with results from the nine-point hedonic scale and traditional preference mapping.
• 139 and 141 regular extra virgin olive oil (EVOO) consumers participated in the Hedonext and nine-point hedonic scale tests, respectively.

Main Results:

• Oils most frequently selected using Hedonext also received the highest mean hedonic ratings.
• Oils least frequently selected using Hedonext received the lowest hedonic ratings.
• Both traditional preference mapping and an alternative Hedonext-based approach yielded similar results.

Conclusions:

• The Hedonext method offers a valid and reliable alternative to the nine-point hedonic scale for assessing consumer preference.
• Hedonext is shorter, more engaging for consumers due to its game-like nature, and suitable for premium products.
• This novel method provides valuable insights into consumer liking and preference, particularly for high-value consumer goods.