ASTM E2943-15(2021)
(Guide)Standard Guide for Two-Sample Acceptance and Preference Testing With Consumers
Standard Guide for Two-Sample Acceptance and Preference Testing With Consumers
SIGNIFICANCE AND USE
5.1 Acceptance and preference are the key measurements taken in consumer product testing as either a new product idea is developed into testable prototypes or existing products are evaluated for potential improvements, cost reductions, or other business reasons. Developing products that are preferred overall, or liked as well as, or better, on average, compared to a standard or a competitor, among a defined target consumer group, is usually the main goal of the product development process. Thus, it is necessary to test the consumer acceptability or the preference of a product or prototype compared to other prototypes or potential products, a standard product, or other products in the market. The researcher, with input from her/his stakeholders, has the responsibility to choose appropriate comparison products and scaling or test methods to evaluate them. In the case of a new-to-the-world product, there may or may not be a relevant product for comparison. In this case, a benchmark score or rating may be used to determine acceptability. A product or prototype that is acceptable to the target consumer is one that meets a minimum criterion for liking, and a product that is preferred over an existing product has the potential to be chosen more often than the less-preferred product by the consumer in the marketplace, when all other factors are equal.
5.2 The external validity (the extent to which the results of a study can be generalized) of both acceptance and preference measures to manage decision risk at all stages of the development cycle is dependent on the ability of the researcher to generalize the results from the respondent sample to the target population at large. This depends both upon the sample of respondents and the way the test is constructed. Within the context of a single test, acceptance measures tell the relative hedonic status of the two samples, quantitatively, as well as where on the hedonic continuum each of the samples falls, that is, “disliked,”...
SCOPE
1.1 This guide covers acceptance and preference measures when each is used in an unbranded, two-sample, product test. Each measure, acceptance, and preference, may be used alone or together in a single test or separated by time. This guide covers how to establish a product’s hedonic or choice status based on sensory attributes alone, rather than brand, positioning, imagery, packaging, pricing, emotional-cultural responses, or other nonsensory aspects of the product. The most commonly used measures of acceptance and preference will be covered, that is, product liking overall as measured by the nine-point hedonic scale and preference measured by choice, either two-alternative forced choice or two-alternative with a “no preference” option.
1.2 Three of the biggest challenges in measuring a product’s hedonic (overall liking or acceptability) or choice status (preference selection) are determining how many respondents and who to include in the respondent sample, setting up the questioning sequence, and interpreting the data to make product decisions.
1.3 This guide covers:
1.3.1 Definition of each type of measure,
1.3.2 Discussion of the advantages and disadvantages of each,
1.3.3 When to use each,
1.3.4 Practical considerations in test execution,
1.3.5 Risks associated with each,
1.3.6 Relationship between the two when administered in the same test, and
1.3.7 Recommended interpretations of results for product decisions.
1.4 The intended audience for this guide is the sensory consumer professional or marketing research professional (“the researcher”) who is designing, executing, and interpreting data from product tests with acceptance or choice measures, or both.
1.5 Only two-sample product tests will be covered in this guide. However, the issues and recommended practices raised in this guide often apply to multi-sample tests as well. Detailed coverage of execution tactics, optional types of s...
General Information
Standards Content (Sample)
This international standard was developed in accordance with internationally recognized principles on standardization established in the Decision on Principles for the
Development of International Standards, Guides and Recommendations issued by the World Trade Organization Technical Barriers to Trade (TBT) Committee.
Designation: E2943 − 15 (Reapproved 2021)
Standard Guide for
Two-Sample Acceptance and Preference Testing With
1
Consumers
This standard is issued under the fixed designation E2943; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon (´) indicates an editorial change since the last revision or reapproval.
INTRODUCTION
This guide is intended to be used by sensory consumer and marketing research professionals
(referredtoasthe“researcher”or“researchprofessional”)asanaidtounderstandingissuesassociated
with and to conducting two-sample acceptance and preference tests with consumers. This guide
includes a general summary of considerations and practices for conducting hedonic tests followed by
specific considerations and practices for both acceptance and preference testing, including pros and
cons of each method. Final sections consider the incorporation of both acceptance and preference
testing into the research plan and discuss potential lack of linkage in output/results between them. A
flowchart outlining summary of these methods and references for further reading are also included.
1. Scope 1.3.3 When to use each,
1.3.4 Practical considerations in test execution,
1.1 This guide covers acceptance and preference measures
when each is used in an unbranded, two-sample, product test.
1.3.5 Risks associated with each,
Each measure, acceptance, and preference, may be used alone
1.3.6 Relationship between the two when administered in
or together in a single test or separated by time. This guide
the same test, and
covers how to establish a product’s hedonic or choice status
1.3.7 Recommended interpretations of results for product
based on sensory attributes alone, rather than brand,
decisions.
positioning, imagery, packaging, pricing, emotional-cultural
1.4 The intended audience for this guide is the sensory
responses, or other nonsensory aspects of the product. The
consumerprofessionalormarketingresearchprofessional(“the
most commonly used measures of acceptance and preference
will be covered, that is, product liking overall as measured by researcher”) who is designing, executing, and interpreting data
fromproducttestswithacceptanceorchoicemeasures,orboth.
the nine-point hedonic scale and preference measured by
choice, either two-alternative forced choice or two-alternative
1.5 Only two-sample product tests will be covered in this
with a “no preference” option.
guide. However, the issues and recommended practices raised
1.2 Threeofthebiggestchallengesinmeasuringaproduct’s
in this guide often apply to multi-sample tests as well. Detailed
hedonic (overall liking or acceptability) or choice status
coverage of execution tactics, optional types of scales, various
(preference selection) are determining how many respondents
approaches to data analysis, and extensive discussions of the
and who to include in the respondent sample, setting up the
reliability and validity of these measures are all outside of the
questioning sequence, and interpreting the data to make prod-
scope of this guide.
uct decisions.
1.6 Units—The values stated in SI units are to be regarded
1.3 This guide covers:
as the standard. No other units of measurement are included in
1.3.1 Definition of each type of measure,
this standard.
1.3.2 Discussion of the advantages and disadvantages of
1.7 This standard does not purport to address all of the
each,
safety concerns, if any, associated with its use. It is the
responsibility of the user of this standard to establish appro-
priate safety, health, and environmental practices and deter-
1
This guide is under the jurisdiction of ASTM Committee E18 on Sensory
Evaluation and is the direct responsibility of Subcommittee E18.04 on Fundamen- mine the applicability of regulatory limitations prior to use.
tals of Sensory.
1.8 This international standard was developed in accor-
Current edition approved Jan. 1, 2021. Published April 2021. Originally
dance with internationally recognized principles on standard-
approved in 2014. Last previous edition approved in 2015 as E2943 – 15. DOI:
10.1520/E2943-15R21. ization established in the Decision on Principles for the
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959. United States
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E2943 − 15 (2021)
Development of International Standards, Guides and Recom- (SD). The individual statements are either clearly favorable or
mendations issued by the World Trade Organization Technical cle
...
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