Consumer Testing Methods

Learn consumer testing methods and associated data analysis procedures. Examine the principles of sampling, recruiting and screening of consumers. Understand the basic tools of quantitative consumer research and learn how to study consumer populations as well as the many influences of context on consumer responses and behavior. Contrast the principles and applications of laboratory tests, central location tests, home use tests and other field tests. Explore qualitative consumer testing methods, including focus groups and ethnographic techniques. Learn ways to relate consumer data to sensory evaluation data in order to optimize product sensory, quality and marketing opportunities.