Adaptive preference target: Contribution of Kano’s model of satisfaction for an optimized preference analysis using a sequential consumer test

Abstract Kano’s model of satisfaction leads to a typology of product attributes to distinguish between those contributing solely to consumer satisfaction, those contributing only to consumer dissatisfaction and those which contribute to both satisfaction and dissatisfaction. In line with this model, we propose a new preference mapping (PrefMap) methodology called adaptive preference target (APT). To explore a given product category APT, using a sequential consumer test, prioritizes products to be tasted by each consumer by taking into account his/her personal preference and rejection. This new approach for external preference mapping enables the classification of the key sensory attributes influencing hedonic appreciation into “attractive”, “must-be” or “performance” attributes and thus hierarchizes the tasks to reach the ideal product for new product development. APT and standard PrefMap were compared for a sweet dry biscuits survey with the same consumers. Results highlight the relevance of Kano’s model of satisfaction applied to preference mapping. Thanks to this adapted product selection, we conclude that, in our example, we can better explain consumer appreciation. Finally, APT can be considered to be a methodology which reduces the number of products to be tasted while remaining precise in the definition of the ideal product.