Consumer Research Methods in Food Science

Preface
Preface to the Series
Contents
Contributors
Chapter 1: Consumer Research in Food Science - An Introduction
1 Introduction
2 The Origins of Consumer Research
3 Consumer Research Today
4 Consumer Research Objectives, Ethics, and General Principles
4.1 Consumer Research Objectives
4.2 Ethics in Consumer Research
4.3 Consumer Research General Principles
5 Final Considerations
References
Part I: Methods from Anthropology, History, Linguistics and Visual Arts
Chapter 2: The Historical Development of Food Systems and Heritage
1 Introduction
2 Materials in Historical Food Research
3 Methods in Historical Research
3.1 Methods and Techniques
3.2 Building Systems and Food Heritage
4 Conclusion
References
Headings0005533296
Chapter 3: Sensory and Multisited Ethnographic Methods for Consumer Research
1 Introduction
2 Thinking Ethnographically
3 Sensory and Multisited Strategies for Ethnographic Research
3.1 Data Collection
3.2 Data Analysis
4 Example: A Multisited and Sensory Ethnography of Flavor Production
5 Advice for New Ethnographers
References
Chapter 4: Consumer Research Through Cookbooks and Cooking Shows: Linguistics, Cultural Studies, and Media Studies
1 Introduction
2 Laying the Foundation: Food and Taste
3 Consumer Research Methods: Food, Language, and Media
3.1 Multimodal Discourse Analysis
3.2 Narrative Studies
3.3 Critical Discourse Analysis
4 Future Consumer Research on Cookbooks and Cooking Shows and Beyond
5 Notes
References
Chapter 5: The Analysis of Images in Consumer Research
1 Introduction
1.1 The Hegemony of Images
1.2 Images as a Communication (Social) Media
1.3 Images as Reconstruction and Meaning in Social Media
2 Two Methodological Foundations
2.1 Semiotic and Semantic Approximation of Images´ Analysis
2.2 Visual Media Rhetoric
2.2.1 Metaphor
2.2.2 Metonymy
2.2.3 Hyperbole
2.2.4 Onomatopoeia
3 Important Aspects in the Analysis of Social Media Images
3.1 Images´ Source and Selection
3.2 Social Acceptance and Sharing
4 A Case Study of the Analysis of Images in Social Media
4.1 Case Study 1-Whisky in Mexico
4.2 Case Study 2-Whisky in United Kingdom
5 Conclusion and Further Thoughts
References
Part II: Methods from Psychology
Chapter 6: A Structural Approach to Social Representations of Food and Beverages: Some Methods to Scientifically Study Lay Thi...
1 Introduction
2 A Structural Approach to Social Representations
3 Methodological Pathways Related to the Structural Approach
3.1 The Collection of the Content
3.2 Locating the Structure of Social Representations
3.2.1 The Attribute-Challenge Technique (ACT)
3.2.2 The Test of Context Independence (TCI)
3.3 Identification of the Organization of the Representational Field
4 The Unspoken Common Sense: Theoretical and Methodological Stakes Concerning the Study of Lay Thinking
5 Conclusion
References
Chapter 7: Perception and Representation: Sorting Task and Projective Mapping
1 Introduction
2 Some Key Notions
2.1 What Is a Representation?
2.2 What Is a Category?
2.3 What Is a Concept?
2.4 What Is a Categorization Process?
3 Sorting Techniques
3.1 Free Sorting Task
3.1.1 General Principle
3.1.2 Illustration
3.2 Directed Sorting Task
3.2.1 General Principle
3.2.2 Illustration
3.3 Hierarchical Sorting Task
3.3.1 General Principle
3.3.2 Illustration
4 Projective Mapping Techniques
4.1 Projective Mapping
4.1.1 General Principle
4.1.2 Illustration
4.2 Partial Projective Mapping
4.2.1 General Principle
4.2.2 Illustration
4.3 Digit-Tracking: Overtime Projective Mapping
5 FAQs on Sorting Task and Projective Mapping
5.1 Who Can Perform a Sorting Task and Projective Mapping?
5.2 How Many Assessors Do We Need for Sorting Task and Projective Mapping?
5.3 How Many Stimuli to Use in Sorting Task and Projective Mapping?
6 Pros and Cons of Sorting Task and Projective Mapping
7 Conclusion
References
Chapter 8: Measure of the Verbal Emotional Responses Triggered by Food Products
1 Food Product Experiences and Emotions
2 Different Theories on Emotions
3 Measurement Methods
3.1 Verbal Self-Report
3.2 Non-verbal Self-Report
3.3 Psychophysiological Measures
3.4 Implicit Expressive Measures
3.5 Implicit Behavioral Performance
3.6 Which Methods to Choose?
4 Construction of a Verbal Scale to Measure Feelings Evoked by Food and Non-food Odors
5 Methodology Applied to the Measure of Verbal Emotional Responses
5.1 Respondents
5.2 Location
5.3 Food Samples
5.4 Evaluation Procedure
5.4.1 Linear Scales
5.4.2 CATA Method
5.4.3 Yes/No Approach
5.4.4 Temporal Dominance of Emotion
6 Examples of Use
6.1 Product Development Purpose
6.2 Alignment with Emotional Responses Triggered by Expectation
6.3 Consideration of the Emotional Responses Triggered by the Meal Experience
6.4 Measure of Emotional Responses in Virtual Environments
7 Conclusion
References
Chapter 9: Implicit Measures of Food ``Wanting´´
1 Introduction
2 Leeds Food Preference Questionnaire
3 Implicit Association Tests
4 Effort-Based Tasks
5 From ``Wanting´´ to Behavior: Approach/Avoidance Tasks
6 Recommendations and Best Practices
7 Conclusions
References
Chapter 10: Methods for Studying Multisensory Perception in Consumer Research
1 Introduction
2 Underlying Neural Mechanisms
3 Stimuli
3.1 Anticipatory Cues
3.2 Task Instructions
4 Delivering the Stimuli
5 Measuring the Responses
6 Case Studies
6.1 Introduction
6.2 Materials and Methods
6.3 Data Analysis
6.4 Results
6.5 Discussion
7 Conclusions
References
Chapter 11: Doing (Consumer) Research with Children: What´s New?
1 Parents´ and/or Children´s Prism
2 Children as Experiment Designers
2.1 Co-creation of the Implicit Pairing Task
2.2 Co-creation of the Explicit Categorization Task
3 Children as Intervention Designers
4 Conclusions and Recommendations for Future Research
References
Chapter 12: Creativity on Our Plates: Measuring Creativity in Cooking
1 What?
1.1 What Is This Thing Called Creativity?
1.2 Defining Creativity in Cooking
2 Why?
3 How?
References
Part III: Methods from Marketing
Chapter 13: Qualitative Data Analysis: Challenges and Opportunities for Food Researchers
1 Introduction
2 Methodology
2.1 Research Strategies
2.2 Data Collection
2.2.1 One-on-One Interviews
2.2.2 Focus Groups
2.3 Conducting the Interview
2.4 Participant Selection
3 Data Analysis
3.1 Analytical Techniques
3.2 Coding
4 Reporting
5 Online Qualitative Research
6 Mixed Methods
7 Final Remarks
References
Chapter 14: Consumer Research in Social Media: Guidelines and Recommendations
1 Introduction to Social Media Research
1.1 What Is Social Media and What Is Not?
1.2 Social Media as a Digital Self
1.3 Dos and Don´ts: Legal and Ethical Considerations
2 Different Applications of Social Media Research
2.1 Exploratory Consumer Research: Emotion, Perception, and Attitudes
2.2 Trend Watch: Identifying Emerging Conversations and Influencers
2.3 Longitudinal Monitoring: Netnography
2.4 Other Applications: Community Management and Communication
3 Social Media Research Step by Step
3.1 Source´s Definition and Boolean Search
3.2 Text Analysis and Natural Language Processing (NLP)
3.3 Social Media Monitoring Tools
4 A Case Study: COVID-19 and Its Impact on Food and Beverages
4.1 Social Media Results
4.1.1 Emotions
4.1.2 Human Activities
4.2 Online Quantitative Results
4.2.1 Emotions
4.2.2 Body Impacts
4.3 Takeaway
5 Conclusion: Strengths and Limitations
References
Chapter 15: Implementing Eye Tracking Technology in Experimental Design Studies in Food and Beverage Advertising
1 Introduction
2 Background Studies
2.1 Attention
2.1.1 Factors Affecting Attention
2.1.2 Attention in Food and Beverage Advertising
2.2 Experimental Design Approaches in Food and Beverage Advertising
2.3 Measuring Attention with Eye-Tracking Technology
3 Experimental Design: The Method
3.1 Experimental Settings
3.2 Participants´ Posture and Behavior
3.3 Data Quality
3.4 Calibration
3.5 Experimental Process
3.6 Data Analysis: Metrics and Visualizations
4 Conclusion
References
Chapter 16: Field Studies in Food Settings: Lessons Learned and Concrete Cases
1 Introduction
2 Field Studies in Food Settings
2.1 Peer Presence and Popular Choices
2.2 Supermarket Signs and Cereal Choices
2.3 Hungry and Helpful?
2.4 Healthy or Harmful Habits?
2.5 Tailored Typefaces and Tipsy Transactions
3 Concluding Remarks and Recommendations
References
Part IV: Methods Econometrics and Sensometrics
Chapter 17: Econometric Tools for Food Science
1 Introduction
2 What Is Econometrics: A Brief Definition
3 Linear Regression Analysis
3.1 Simple Linear Regression Model
3.2 Extension to Multiple Linear Regression Model
3.2.1 Dummy Variables
3.2.2 Interactions: Continuous with Categorical
3.2.3 Inference
3.2.4 Interpretation
3.3 Caveats
3.3.1 Multicollinearity
3.3.2 Omitted Variable Bias
3.3.3 Simultaneity
3.4 Variables that Are Not Quantifiable
4 Applications: Practical Examples
4.1 Hedonic Regression (Log-Linear Level): What Determines the Price of a Wine?
4.2 Blind Tasting: Country of Origin Bias
4.3 Randomized Controlled Trial
References
Chapter 18: Product Portfolio Management: TURF
1 Introduction
2 Method
2.1 TURF Metrics
2.2 Data for TURF Analysis
3 Examples
3.1 Simple TURF Analysis
3.2 Supplementing an Existing Range
4 Notes
4.1 Drawbacks with TURF
4.2 Data Considerations
4.3 Challenges with Larger Problems
4.4 Other Applications
4.5 How to Carry Out a TURF Analysis Yourself
References
Chapter 19: Use of Lexicometry in Sensometrics, an Essential Complement to Holistic Methods an Original Methodology
1 Introduction
2 Material
2.1 Tasting Session
2.2 Data Coding
2.3 Initial Study
2.4 Objectives
3 Statistical Methodology
3.1 First Option: Correspondence Analysis of the Sum Tables
3.2 Second Option: MFACT for Contingency Tables on the Multiple Table
3.3 MFACT as a Tool for Building the Average Configuration
4 Results
4.1 Some Lexical Features of both Corpus
4.2 Coding Details
4.3 Individual Wine Configurations
4.4 MFACT. Global Significance of the Results
4.5 MFACT Plane: Wine and Word Configuration on the First Plane
4.6 Representation of the Liking-Scores
4.7 Group Representation
5 Conclusion
6 Statistical Software
References
Part V: Methods from Culinary Arts, Design, and User Experience
Chapter 20: Concept and Packaging Testing in the Food Industry
1 Introduction
2 Background Studies
2.1 Attention Capture
2.2 Categorization
2.3 Evaluation/Purchase
2.4 Usage/Consumption
2.5 Storage/Disposal
3 Conducting Packaging Research
3.1 Objectives
3.2 Participants
3.2.1 Experimental Design
3.2.2 Measures
3.2.3 Sample Size
3.2.4 Participant Recruitment
3.3 Stimuli
3.4 Setting Types and Ecological Validity
3.5 Most Common Methods: How and When to Use Each One
3.5.1 Self-Report Measures
3.5.2 Implicit Measures
3.5.3 Physiological and Neuroscientific Methods
4 Conclusion
References
Chapter 21: Measuring Desirability Using The Reaction Cards Method
1 Introduction
2 The Reaction Card Method
2.1 General Principle
2.2 Application of the Method
2.2.1 Procedure
2.3 General Recommendations
References
Chapter 22: Meal Evaluations: Studying Foods and Beverages in the Meal Context
1 Introduction
1.1 What Is a Meal?
1.2 The Selection of Under-Control Components of a Meal
1.3 The Characterization of Meal Components Related to Individuals
2 Variables to Consider When Evaluating Foods and Beverages in a Meal Context
2.1 Bite and Sip Versus Dish and Beverage, and Meal Evaluation
2.2 Food and Beverage Combinations in Meals
2.3 The Context of Foods and Beverages Evaluation in a Meal Context
3 Methods to Study Foods and Beverages in a Meal Context
3.1 Contextual Approaches
3.1.1 Evoked Context
3.1.2 Immersive Technologies
3.1.3 Living-Lab
3.2 Measurements
3.2.1 Observational Measurements
3.2.2 Questionnaires
4 Main Aspects to Consider When Conducting Consumer Research in a Meal Context
5 Conclusion
References
Chapter 23: Studying Future Food Scenarios with Design Fiction
1 Introduction
1.1 The Example of Take-Away Meat
1.2 The Future of Food and the Role of Imaginaries
1.3 Design Fiction: Definition, History, and Variety in Purpose and Forms
1.4 A Diversity of Techniques with No Canonical Methodology
2 Specific Materials Required in Design Fiction
2.1 Imaginaries: Definition and Sources
2.1.1 Visual Versus Written Sources
2.1.2 Sources and Use of Online Communities to Select Fictions
2.2 Forecasting Tools
2.2.1 Facilitation Guidelines for ``The Futures Cone´´ Tool
2.3 Fiction Templates (e.g., Newspaper)
2.3.1 Newspaper Format Versus Audio Format
3 Methods
3.1 Initiation Phase: Defining the Mission and Identifying the Thematic Exploration Area
3.2 Collecting and Classifying Relevant Imaginaries by Sub-themes
3.3 Confrontation Exercise: My Project in a Futuristic World Brings Out Challenges
3.4 Selection of Tensions and Alternatives
3.5 Assessment and Identification of Challenges Through the Futures Cone
3.6 Creation of Three Alternative Fictions
3.7 Showcasing the Fictions
3.7.1 Creating a Debate Versus Initiating Action
3.8 Facilitating a Creativity Workshop Based on Fictions
4 Synthesis and Key Learnings
4.1 Major Challenges and Potential Mitigation Strategies
References
Index