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SENSORY EVALUATION: THE UNTAPPED SECRET TO
SUCCESS
Quality Partners Company Ltd.
INVITED SPEAKER:
Dr. Miflora Minoza-GatchalianCEO, QUALITY PARTNERS COMPANY, Ltd.
Academician Emeritus, International Academy for Quality
1
Asia Food and Beverage Summit 2015 Pullman Bangkok King Power Hotel, May 18 & 19, 2015
SENSORY EVALUATIONSENSORY EVALUATION
IFT DEFINITIONThe Institute of Food Technologists' (IFT) Sensory Evaluation Division (USA) defined Sensory Evaluation as … "a scientific discipline used to evoke, measure, analyze and interpret sensations as they are perceived by the senses of sight, smell, taste, touch and hearing".
(Prell, 1976) Quality Partners Company Ltd.
2
IS0 9000:2000 DEFINITION OF
QUALITY
“ABILITY OF A COMPLETE SET OF REALIZED INHERENT
CHARACTERISTICS OF A PRODUCT, SYSTEM OR
PROCESS TO FULFILL REQUIREMENTS”
QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for
quality…”
3
SENSORY EVALUATION APPLICATIONSSENSORY EVALUATION APPLICATIONS IN FOOD MANUFACTURING COMPANIESIN FOOD MANUFACTURING COMPANIES
(STILL UNTAPPED BY MANY ) (STILL UNTAPPED BY MANY )
Quality Partners Company Ltd.4
2- PREPARATION OF PRODUCT SENSORY PROFILE THROUGH QUANTITATIVE DESCRIPTIVE ANALYSIS 3- QUALITY MONITORING APPROACHES THROUGH PERFORMANCE AUDITS AND SHELF-LIFE STUDIES
4- MEASUREMENT OF CUSTOMER SATISFACTION AS A TOOL FOR PRODUCT IMPROVEMENT & INNOVATION.
1- A QUALITY DEVELOPMENT CYCLE, SHOWING THE FOUR MAJOR COMPANY PLAYERS AND THE ROLE OF SENSORY EVALUATION
Sales and
MarketingI
ProductionIV
Researchand
DevelopmentII
QualityControl
III
Consumer Preference
( a )
Quality Control Tests
( d )
Trouble Shooting
( f )
System of Recording &
Reporting( e )
Product Profile( b )
TestProcedures
( c )
Sensory Evaluation
Role of Sensory Evaluation in sales and marketing, research and development, quality control and production activities (Gatchalian, 1989)
Quality Partners Company Ltd.
1- Quality Development Cycle (QDC)
Potential Consumer specifications
TroubleShooting
ProductProfile
System ofrecording and
reporting
Test Procedures
Quality Control Tests
Quality Partners Company Ltd.
MARKETING & SALES
RESEARCH &DEVELOPMENT
SENSORY QUALITYMEASUREMENT
6
• Consumer-type
evaluators
• Consumers
TYPES OF SENSORY EVALUATORSTYPES OF SENSORY EVALUATORS
• Expert Judge
• Laboratory
Panelists
Quality Partners Company Ltd.7
Quality Partners Company Ltd.8
Continuum of sensory quality characteristics inherent Continuum of sensory quality characteristics inherent in food as perceived by man (Kramer and Twigg,1983).in food as perceived by man (Kramer and Twigg,1983).
SENSORY COMPONENTS
2-STEPS IN PRODUCT PROFILE DEVELOPMENT2-STEPS IN PRODUCT PROFILE DEVELOPMENT
STEP 6. REFINEMENT OF DSS (Series of pre-tests and data analysis)
STEP 1. RECRUITMENT OF PANELIST S OF PANELIST S NO REJECT (R)
STEP 2. RELIABILITY MEASUREMENT NO R
STEP 3. SELECTION (Reliability Index 75%) NO R
STEP 4. TRAINING (Language Development) NO R
STEP 5. PILOT TESTING (Descriptive Score Sheet or DSS) NO R
STEP 7. APPLICATION ON TEST PRODUCTS AND DATA ANALYSIS AND DEVELOPMENT OF QDA (Quantitative Descriptive Analysis) 9
QPCLtd.
ADVANCE SENSORY EVALUATION : ADVANCE SENSORY EVALUATION : FOCUS ONFOCUS ON QDAQDAJOLLIBEE FOODS CORPORATION, NOVEMBER 22-23,2012; JB R&DJOLLIBEE FOODS CORPORATION, NOVEMBER 22-23,2012; JB R&D
ALL TRAINED MEMBERS JOINTLY ASSESS THE DESCRIPTIVE TERMS DEVELOPED FIRST INDIVIDUALLY, THEN BY EACH TEAM AND FINALLY BY ALL TEAMS FOR AGREEMENT BY CONSENSUS OF ALL MEMBERS OF THE SELECTED AND TRAINED TEAM .
Quality Partners Company Ltd. 10
Fig. 2. Spider web presentation of RRBI’s “Black Forest” Cake as evaluated by trained panelists (Gatchalian and Cruz, 2011).
QDA – ProductProfile
After inspection in the receiving area, workers peel the green bananas to
prepare for slicing into chips.
QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for
quality
TAKEN FROM: MMG’SEC-ASEAN FOOD SAFETY TRAINING PROGRAM (FSTP)
3-QUALITY MONITORING---THE CASE OF A BANANA CHIPS COMPANY IN PHILIPPINES
RAW MATERIAL INSPECTION BY SENSORY EVALUATION
“Saba” banana are first inspected based on the raw material specifications (requirements)
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MMG’s (EU / ASEAN EXPERT) VISIT TO PRIME FRUIT IN DAVAO, PHILIPPINES
Fried sliced bananas pass through a metal detector as a
final check before packaging and weighing.
METAL DETECTOR
SOME METHODS OF PROCESS AND PRODUCT SAFETY CONTROL ON -LINE
Fried bananas on stainless steel holder with holes that allow broken
or fine chips not meeting specifications, to pass through.
13
COCA COLA EXPORT “SENSORY TEAM” STARTING THEIR PRODUCT SHELF-LIFE STUDIES WITH FOCUS ON PRESENCE OF “TAINT”
Quality Partners Company Ltd.14
3- QUALITY MONITORING AND SHELF-LIFE STUDIES
QPC Ltd.
Quality Partners Company Ltd.
COMPARISON OF
FLAVOR AND AROMA
OF WINE AGED IN THE
TRADITIONAL OAK
BARRELS VERSUS
THOSE AGED IN
GLASS BOTTLES
(Gatchalian and Brannan, 2011)
SHELF-LIFE STUDIES ON AGING WINES
3- SENSORY EVALUATION IN SHELF-LIFE STUDIES
15
QPC Ltd.
Quality Partners Company Ltd.
A TRAINED PANELIST IS
SHOWN EVALUATING THE
AGED WINE SAMPLES
USING A STATISTICALLY-
DESIGNED SENSORY
EVALUATION APPROACH
SENSORY EVALUATIONIN SHELF-LIFE STUDIES
SENSORY EVALUATION APPLICATION IN QUALITY MONITORING
16
Exit
Exit Lost future contribution No voice (1 -p) Dissatisfied
Lost future
(1-q)
contribution plus
Firm i p compensation
Customers Voice
In t q Remain
Retained future
contribution less
(1- ) Remain
compensation
Satisfied
New
Firm i
Customers
customers
In t+1
in t+1
The Effects of Dissatisfaction ResponsesThe Effects of Dissatisfaction Responses
t = time
4- MEASUREMENT OF CUSTOMER SATISFACTION – KEY TO SUCCESS
QPCLtd.
17
*For Consumer surveys, number of respondents should be greater than 100
*For Consumer-type survey number of respondents is between 50 to 100
Quality Partners Company Ltd.
Use of the Hedonic Rating ScaleUse of the Hedonic Rating Scale
A sensory evaluation tool usefulA sensory evaluation tool useful IN CONSUMER IN CONSUMER
SURVEYS WHERE INFORMATION ON SURVEYS WHERE INFORMATION ON PRODUCT PRODUCT
ACCEPTABILITYACCEPTABILITY LEVEL IS DESIRED. LEVEL IS DESIRED.
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4- MEASUREMENT OF CUSTOMER SATISFACTION
Quality Partners Company Ltd.
dislike a lot
dislike a little
neither like nor dislike
like a little
like a lot
1 2 3 4 5
A FULLY ANCHORED HEDONIC RATING SCALE COMBINING FACIAL, VERBAL AND NUMERICAL SCALES
19
Facial Hedonic for Basic Taste
QUALITY PARTNERS COMPANY LTD.“Fostering Partnerships Through Quality”
20(AJINOMOTO)
APPLIED STATISTICAL METHODS IN SENSORY EVALUATIONPure Foods Hormel, SMC – Gen. Trias, Cavite, March 2-3, 2011
Quality Partners Company Ltd.
SENSORY EVALUATION COORDINATOR MUST BE WELL-TRAINED IN STATISTICAL THINKING 22
Quality Partners Company Ltd.
IMECCA-MONTERREY, MEXICO: SELECTION, TRAINING and CALIBRATION (STC)2Day Seminar-Workshop at MONTERREY HOTEL , September 29-30, 2014
SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENTSENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENTSingapore Polytechnic -Food Innovation and Resource Center (FIRC) and
Singapore Institute of Food Science and Technology (SIFST), July 25-27, 2012
EVALUATION WAS DONE ON ROTATIONIN THE 8-BOOTH EVALUATION AREA WHERE
CONTROL OF ENVIRONMENT AND LIGHTCOULD BE DONE.
TEAM REPORT PREPARATION WERE DONE AT THE SEMINAR-ROOM
Quality Partners Company Ltd. 24
SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENTSENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENTSingapore Polytechnic -Food Innovation and Resource Center (FIRC) and
Singapore Institute of Food Science and Technology (SIFST), July 25-27, 2012
**
INTERNATIONAL (China, Malaysia, Singapore, India) COURSE PARTICIPANTS TOGETHER WITH HOSTS FIRC, SIFST & FACILITATOR - DR. MIFLORA M. GATCHALIAN OF QPCL ( PHILIPPINES)
** 25
QUALITY PARTNERS COMPANY LTD.“Fostering Partnerships Through Quality”
The designs and processes in the food industry should be constantly evaluated to determine if improvement is necessary. This, UNKNOWN to many can be facilitated
by SENSORY QUALITY MEASUREMENT!SENSORY QUALITY MEASUREMENT!
The activities for matching products and services to a need for improvement is an on-going process and
as such, THE CYCLE NEVER ENDSTHE CYCLE NEVER ENDS. 26
Marketing & Sales
Production
Research &Development
QualityControl
Consumer
Requirements
Pilot ScaleProduction
Product Sensory
Profile
ProductSpecification
QUALITY PARTNERS COMPANY, Ltd. “fostering partnerships for
quality…”
CONCLUSION: SENSORY EVALUATION IS THE SECRET OF SUCCESS IN
FOOD QUALITY DEVELOPMENT , IMPROVEMENT & MARKET LEADERSHIP
Potential MarketIdentification
Sensory Quality
MeasurementProduct Design
Consumer-typesurvey
ConsumerSurveyCommercial
Production
OK
OK
OK
27
THANK YOU THANK YOU
AND AND
GOOD DAY!!!GOOD DAY!!!
END OF DISCUSSIONS
Quality Partners Company Ltd.28
• CEO, Quality Partners Company, Ltd. (QPC Ltd. Philippines)• Academician Emeritus, International Academy for Quality ( IAQ )• Secretary-General Emeritus, Asia Pacific Quality Organization (APQO, Inc.)• Fellow and Philippine Councilor, American Society for Quality (ASQ)• Honorary Member, Philippine Society for Quality (PSQ) • Past President of : the PSQ, Philippine Association of Food) Technologists (PAFT) and the Federation of Institutes of Food Science and Technology in ASEAN (FIFSTA )• The APQO-Walt L Hurd Foundation honored her with a gold medal in her name (MMG Medal) to be awarded to a globally recognized Excellent Woman Quality Professional• Multi-awarded locally and internationally for her efforts in quality promotion• International Consultant on quality, sensory evaluation, statistical thinking and food safety
Dr. MIFLORA M. GATCHALIANAN INTERNATIONAL CONSULTANT
AND QUALITY ADVOCATE
EMAIL: [email protected]
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Gatchalian. M. M. 1989. Sensory Evaluation Methods for Quality Assessment and Development. 2nd ed. College of Home Economics, University
of the Philippines, Diliman. 298pp.
Gatchalian. M.M. and Marife Cruz. 2011. “Sensory Quality Measurement: The Red Ribbon Bakeshop Experience” . Proceedings. 55th European Organization for Quality Congress Jun 21-23, 2011. Budapest, Hungary. Gatchalian, M.M. and G.D. Brannan. 2011. Sensory Quality Measurement: Statistical Analysis of Human Responses. 3rd ed. Quality Partners Company, Ltd. Philippines. 283pp. Endorsed, Intl Academy for Quality Kramer A. And Twigg, B.A. 1983. Quality Control for the Food Industry. Vol. I. AVI, Westport Connecticut.
Prell, P. 1976. Preparation of reports and manuscript which include sensory evaluation data. Food Tech. Reprint from P. Prell.
LITERATURE CITED
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SENSORY EVALUATION: THE UNTAPPED SECRET OF SUCCESS Dr. Miflora M. Gatchalian, CEO Quality Partners Co. Ltd.
ABSTRACT
The final judge of any product is the end-user. Therefore, the secret ofsuccess in any food venture is the capability to know consumer requirements and needs at all times. Unknown to many, sensory evaluation is a scientific tool to measure product sensory quality and its consumers’ acceptability level. Some major applications of sensory evaluation include: (a) cycle of product development and improvement ; (b) preparation of a quantitative descriptive product profile; (c ) quality monitoring and shelf-life studies; and (d) measurement of customer satisfaction level. With the proper application of the sensory evaluation tools, success in the food business can be assured.