Parallel session

Measuring Meaningful Differences

New research methods with robust results for Big Data

Time session: 11.25 - 12.00

Who are the speakers?

  • Name
    Daniëlle van Hout &
    Chantalle Groeneschild
  • Company
    Unilever
  • Job title
    Science Leader Sensory perception &
    Sensory Team Manager
Biography

Danielle joined Unilever in 1995 and had various roles, Sensory team leader, Global project leader, Expertise team leader, and currently Science leader. She collaborates with leading academics to develop effective sensory and consumer tests and implemented many of these in Unilever. In 2014 she completed her PhD research on Measuring Meaningful Differences at Erasmus University Research Institute of Management, Rotterdam. 

Chantalle Groeneschild joined Unilever in 2000 as Sensory panelleader and is now responsible for the Sensory Team at R&D Vlaardingen. In this role she manages the sensory & consumer studies and contributes to the development of new methodologies for R&D projects. Over the years she has gained a rich experience of working with sensory panels and many different discrimination & descriptive methods. 

Measuring Meaningful Differences
New research methods with robust results for Big Data

Big Data provides a great opportunity to make consumer and sensory research more sustainable, reducing the need for testing and speeding up NPD. Recently two new research methods were developed that resolve some of the issues that complicate using conventional test results in digital knowledge bases.

The hedonic DOSD and the descriptive DFA method are based on signal detection theory & Thurstonian modelling, a framework which unifies all method results in d-primes (d′) that are easy to interpret and decide upon, and ideal for re-use in Big Data.

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