Evaluation of sensory profiling and projective mapping data

Abstract This paper deals with the method of projective mapping and its use in sensory analysis. Projective mapping is a method which allows naive consumers to map products on a two dimension space, based on similarities and differences in the products. An experiment was carried out on seven blueberry soups, whereby sensory profiling was undertaken using a trained panel and projective mapping. Preference assessment was undertaken using a small group of consumers. Results indicated that the three replicates of the mapping exercise produced visually very similar maps, at least on the first two dimensions. However, it was found that consumers perceived the samples in somewhat different ways as high-lighted by RV coefficients. The consensus mapping dimensions were compared to those from the profile data, and it was apparent that the best similarity was found when comparing the first dimension, thus suggesting good agreement on the obvious aspects of the product. The internal preference map also revealed major product contrasts along this dimension with some weak evidence of segmentation. The overall conclusion of this paper raises further fundamental questions about consensus spaces with consumers, and the question of dimensionality of consumer perception as compared to trained panels.