SENSORY EVALUATION: THE UNTAPPED SECRET TO SUCCESS Quality Partners Company Ltd. INVITED SPEAKER: Dr. Miflora Minoza-Gatchalian CEO, QUALITY PARTNERS COMPANY,

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.

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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…”

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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)


1- Quality Development Cycle (QDC)

Potential Consumer specifications

TroubleShooting

ProductProfile

System ofrecording and

reporting

Test Procedures

Quality Control Tests


MARKETING & SALES

RESEARCH &DEVELOPMENT

SENSORY QUALITYMEASUREMENT

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• Consumer-type

evaluators

• Consumers

TYPES OF SENSORY EVALUATORSTYPES OF SENSORY EVALUATORS

• Expert Judge

• Laboratory

Panelists



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

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.

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COCA COLA EXPORT “SENSORY TEAM” STARTING THEIR PRODUCT SHELF-LIFE STUDIES WITH FOCUS ON PRESENCE OF “TAINT”


3- QUALITY MONITORING AND SHELF-LIFE STUDIES

QPC 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

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QPC 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

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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.

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*For Consumer surveys, number of respondents should be greater than 100

*For Consumer-type survey number of respondents is between 50 to 100


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


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

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Facial Hedonic for Basic Taste

QUALITY PARTNERS COMPANY LTD.“Fostering Partnerships Through Quality”

20(AJINOMOTO)


CONSUMER-TYPE SURVEY

APPLIED STATISTICAL METHODS IN SENSORY EVALUATIONPure Foods Hormel, SMC – Gen. Trias, Cavite, March 2-3, 2011


SENSORY EVALUATION COORDINATOR MUST BE WELL-TRAINED IN STATISTICAL THINKING 22


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


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…”

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


• 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.

Documents

SENSORY EVALUATION: THE UNTAPPED SECRET TO SUCCESS Quality Partners Company Ltd. INVITED SPEAKER: Dr. Miflora Minoza-Gatchalian CEO, QUALITY PARTNERS COMPANY,