1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Dean's Office, Aarhus BSS, Aarhus BSS, Aarhus University4 Dean's Office, Aarhus BSS, Aarhus BSS, Aarhus University
The use of in-home versus experimental sensory testing not using sensory expert panels, normally gives reason for discussions of reliability and validity of the two approaches. The poster presents results from a Danish product development project aiming at testing the quality of existing and new varieties of strawberries, which are able to satisfy both consumer and producer demands, in which both testing approaches have been used. As part of the project the following methodological steps were taken in order to identify consumer preferences for strawberries: focus group interviews aiming at finding the relevant question for a large scale survey among Danish households (n=1162), showing the households general knowledge, attitudes and behaviour when buying and consuming strawberries. From this large scale survey n=120 persons were randomly selected for participation in experiments, where 9 new varieties and 2 well-known varieties of strawberries were tested. The testing used a split-over design where each person participated in sensory testing of 5 different varieties of strawberries. Besides all the participant in the experiment were asked to do an in-home test of 2 of the 5 varieties of strawberries. Finally also objective sensory measures on the 11 varieties of strawberries were made, enabling a comparison of objective and subjective sensory results. Because many of the questions asked both under the experimental and during the in-home test were identical as well as the test-persons, it is possible to evaluate the two approaches. The poster will focus on the big difference in the overall evaluations of the strawberries depending on whether in-home or and experimental approach is used, and demonstrate the extent to which these differences can be explained by the handling of the strawberries before and during the in-home test. The results contribute to the general evaluation of whether laboratory experimental designs or in-home field experimental designs are preferable in testing fruit and vegetables, especially as part of product development activities aiming at screening alternatives.
MAPP; Study design testing; PLS-estimation; Laboratorietest; Danske jordbær; Reliabilitet; Validitet; Hjemmetest; Danish strawberry; Reliability; Validity; In-home test; Laboratory testing