“Sensory evaluation is a scientific discipline used to evoke, measure, analyse and interpret reactions to those characteristics of foods and materials as they are perceived by the senses of sight, smell, taste, touch and hearing.” (Sensory Evaluation Division of the Institute of Food Technologists, 1975). Does this phrase seem familiar? It should be. Not much has changed in terms of the definition of Sensory evaluation, but numerous activities around the verbs “evoke”, “measure”, “analise” and “interpret” has changed, making this science more applicable to the FMCG market. Sensory science itself has become a true example of innovation, developing suitable solutions to problems in the field and sensory laboratory. This does not mean that it is bound only to the clinical sensory laboratory in the traditional sense. New trends and applications in sensory science and –evaluation are getting more robust to address realities in the field. It is progressively making valuable contributions to the determination of consumer insights and more.
Lorraine Geel
Consumers In Focus
E-mail: lorraine@consumersinfocus.co.za
Tel: +27(0)11 917 0121
Mobile: +27(0)82 570 7258
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