SENSORY EVALUATION:

THE UNTAPPED SECRET TO SUCCESS

Asia Food and Beverage Summit 2015

Pullman Bangkok King Power Hotel, May 18 & 19, 2015

INVITED SPEAKER:
Dr. Miflora Minoza-Gatchalian
CEO, QUALITY PARTNERS COMPANY, Ltd.
Academician Emeritus, International Academy for Quality

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Quality Partners Company Ltd.
 SENSORY EVALUATION

IFT DEFINITION
The 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)
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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”
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QUALITY PARTNERS COMPANY, Ltd.
“fostering partnerships for quality…”
 SENSORY EVALUATION APPLICATIONS
IN FOOD MANUFACTURING COMPANIES
(STILL UNTAPPED BY MANY )

1- A QUALITY DEVELOPMENT CYCLE, SHOWING THE

FOUR MAJOR COMPANY PLAYERS AND THE ROLE
OF SENSORY EVALUATION

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.
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Quality Partners Company Ltd.
1- Quality Development Sales
and
Cycle (QDC) Marketing
I

Consumer
Preference
(a)

Trouble Product
Shooting Profile
(f) (b) Research
Production Sensory and
IV Evaluation Development
II
System of Test
Recording & Procedures
Reporting
(e) (c)
Quality
Control Tests
(d)

Quality
Control
III

Role of Sensory Evaluation in sales and marketing, research and

development, quality control and production activities (Gatchalian, 1989)
Quality Partners Company Ltd.
MARKETING Potential Consumer
RESEARCH &
& SALES specifications
DEVELOPMENT

Trouble Product
Shooting Profile

SENSORY QUALITY
MEASUREMENT

System of
recording and Test
reporting Procedures

Quality Control
Tests
The Quality Development Cycle ( Gatchalian and Brannan (2011 ) 6
Quality Partners Company Ltd.
 TYPES OF SENSORY EVALUATORS

• Expert Judge

• Laboratory
Panelists
• Consumer-type
evaluators

• Consumers

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SENSORY COMPONENTS

Continuum of sensory quality characteristics inherent

in food as perceived by man (Kramer and Twigg,1983).
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2-STEPS IN PRODUCT PROFILE DEVELOPMENT

STEP 1. RECRUITMENT OF PANELIST S NO REJECT (R)

QPCLtd.

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 6. REFINEMENT OF DSS (Series of pre-tests and data analysis)

STEP 7. APPLICATION ON TEST PRODUCTS AND DATA ANALYSIS AND

DEVELOPMENT OF QDA (Quantitative Descriptive Analysis) 9
 ADVANCE SENSORY EVALUATION : FOCUS ON QDA
JOLLIBEE 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 .
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Quality Partners Company Ltd.
QDA – Product Web Chart for Black Forest
Profile
White Frosting Color
10
9
8
Cherry 7 White Frosting Texture
6 Lester de Vera
5 Arnel Pantaleon
4 Mek Cruz
3
Cheryl Limpin
2
1 Narish Reyes
Chocolaty 0 Shaving Color Johanni Santana
Mayla Habla
Edith Chang
Nica Guillermo
Carla Mabanta
Joy Mendoza

Basecake Texture Shaving Texture

Basecake Color

Fig. 2. Spider web presentation of RRBI’s “Black Forest” Cake

as evaluated by trained panelists (Gatchalian and Cruz, 2011).
3-QUALITY MONITORING---
THE CASE OF A BANANA CHIPS
COMPANY IN PHILIPPINES

RAW MATERIAL INSPECTION BY

SENSORY EVALUATION

After inspection in the receiving area,

workers peel the green bananas to
prepare for slicing into chips.

TAKEN FROM: MMG’S

“Saba” banana are first inspected EC-ASEAN FOOD SAFETY
based on the raw material TRAINING PROGRAM (FSTP)
specifications (requirements)
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QUALITY PARTNERS COMPANY, Ltd.
“fostering partnerships for quality
SOME METHODS OF PROCESS AND PRODUCT SAFETY CONTROL ON -LINE

Fried sliced bananas pass

through a metal detector as a
final check before packaging and
weighing.

METAL DETECTOR

Fried bananas on stainless steel

holder with holes that allow broken
or fine chips not meeting
specifications, to pass through.
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MMG’s (EU / ASEAN EXPERT) VISIT TO PRIME FRUIT IN DAVAO, PHILIPPINES
3- QUALITY MONITORING AND SHELF-LIFE STUDIES

COCA COLA EXPORT “SENSORY TEAM” STARTING THEIR PRODUCT

SHELF-LIFE STUDIES WITH FOCUS ON PRESENCE OF “TAINT”
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Quality Partners Company Ltd.
3- SENSORY EVALUATION IN SHELF-LIFE STUDIES
QPC Ltd.

SHELF-LIFE STUDIES
ON AGING WINES

COMPARISON OF
FLAVOR AND AROMA
OF WINE AGED IN THE
TRADITIONAL OAK
BARRELS VERSUS
THOSE AGED IN
GLASS BOTTLES
(Gatchalian and Brannan, 2011)

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Quality Partners Company Ltd.
SENSORY EVALUATION APPLICATION IN QUALITY MONITORING

QPC Ltd.

SENSORY EVALUATION
IN SHELF-LIFE STUDIES

A TRAINED PANELIST IS
SHOWN EVALUATING THE
AGED WINE SAMPLES
USING A STATISTICALLY-
DESIGNED SENSORY
EVALUATION APPROACH

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Quality Partners Company Ltd.
4- MEASUREMENT OF CUSTOMER
SATISFACTION – KEY TO SUCCESS Exit Lost future
contribution
No voice
(1 -p)
Dissatisfied
b Lost future
Exit contribution plus
(1-q) compensation
Firm i p
Customers Voice
In t Retained future
q Remain contribution less
compensation
(1-b ) Remain
Satisfied

New Firm i
Customers customers
t = time
In t+1 in t+1
QPCLtd.

The Effects of Dissatisfaction Responses

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4- MEASUREMENT OF CUSTOMER SATISFACTION

Use of the Hedonic Rating Scale

A sensory evaluation tool useful IN CONSUMER
SURVEYS WHERE INFORMATION ON PRODUCT
ACCEPTABILITY LEVEL IS DESIRED.

*For Consumer surveys, number of

respondents should be greater than 100

*For Consumer-type survey number of

respondents is between 50 to 100
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Quality Partners Company Ltd.
 A FULLY ANCHORED HEDONIC RATING SCALE COMBINING
FACIAL, VERBAL AND NUMERICAL SCALES

dislike a little like a little

dislike a lot neither like nor dislike like a lot

1 2 3 4 5

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Facial Hedonic for Basic Taste

(AJINOMOTO) 20
QUALITY PARTNERS COMPANY LTD.
“Fostering Partnerships Through Quality”
 CONSUMER-TYPE
SURVEY

A PORTABLE SENSORY
EVALUATION BOOTH SET-UP AT
THE U.P. DAVAO FOOD
TECHNOLOGY PROGRAM
SIMULATING A

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Quality Partners Company Ltd.
APPLIED STATISTICAL METHODS IN SENSORY EVALUATION
Pure Foods Hormel, SMC – Gen. Trias, Cavite, March 2-3, 2011

SENSORY EVALUATION COORDINATOR MUST

BE WELL-TRAINED IN STATISTICAL THINKING 22
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IMECCA-MONTERREY, MEXICO: SELECTION, TRAINING and CALIBRATION (STC)
2Day Seminar-Workshop at MONTERREY HOTEL , September 29-30, 2014

Quality Partners Company Ltd.

 SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENT
Singapore Polytechnic -Food Innovation and Resource Center (FIRC) and
Singapore Institute of Food Science and Technology (SIFST), July 25-27, 2012

EVALUATION WAS DONE ON ROTATION

IN THE 8-BOOTH EVALUATION AREA WHERE
CONTROL OF ENVIRONMENT AND LIGHT
COULD BE DONE.

TEAM REPORT PREPARATION WERE

DONE AT THE SEMINAR-ROOM
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Quality Partners Company Ltd.
 SENSORY EVALUATION METHODS FOR PRODUCT QUALITY IMPROVEMENT
Singapore 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
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FIRC, SIFST & **FACILITATOR - DR. MIFLORA M. GATCHALIAN OF QPCL ( PHILIPPINES)
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!

The activities for matching products and services to a

need for improvement is an on-going process and
as such, THE CYCLE NEVER ENDS.
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QUALITY PARTNERS COMPANY LTD.
“Fostering Partnerships Through Quality”
CONCLUSION: SENSORY EVALUATION IS THE SECRET OF SUCCESS IN
FOOD QUALITY DEVELOPMENT , IMPROVEMENT & MARKET LEADERSHIP

Marketing Potential Market Consumer Research &

& Sales Development
Identification Requirements

OK Product
Consumer
Commercial Sensory
Survey
Production Profile
Sensory
OK Quality
OK
Measurement
Consumer-type Product
Pilot Scale
survey Design
Production

Quality Product
Production Control Specification

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QUALITY PARTNERS COMPANY, Ltd.
“fostering partnerships for quality…”
END OF DISCUSSIONS

THANK YOU
AND
GOOD DAY!!!

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Quality Partners Company Ltd.
 Dr. MIFLORA M. GATCHALIAN
AN INTERNATIONAL CONSULTANT
AND QUALITY ADVOCATE

EMAIL: qpcl.gatch@gmail.com

• 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
LITERATURE CITED

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.
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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 of
success 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.

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