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Making the move from data to decisions: Ten ways to make it work for you |
K. R. CHRISTENSEN, Sensory Evaluation Group, Frito-Lay, Inc., PO Box 660634, Dallas, TX 75266-0634 The key difference between Sensory scientists in academia and those in industry is that the former group seeks to explain something fundamental about sensory perception or methodology, while the latter group seeks to help their clients make decisions. Industrial Sensory scientists are always looking for techniques that are more efficient, more compelling or both. This talk will introduce ten concrete strategies for designing tests that lead directly to decisions, including: early stopping strategies, creative use of qualitative testing and descriptive panels, action standard grids and simple, compelling experimental designs. Be warned that while these techniques are straightforward and easy to implement, some of them will require a change in mindset. Some will change the standard of “exhaustive analysis of unimpeachable data” to a standard of, “only the minimum of time and resources needed to make a decision.” Some will require less interaction with the computer and more interaction with consumers out of the office. Some will break the stimulus-in-results-out “black box” business relationship between Sensory and Product Development. Some will require Sensory to depart from protocol and get involved in making business decisions. All of these issues are resolvable, however, and the payoff is well worth the effort of making the change.
Session 39, Using sensory science to make actionable business decisions
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