Internal preference mapping of hedonic ratings for Ranch salad dressings varying in fat and garlic flavor

Product users and likers tasted and rated samples of Ranch salad dressing (a viscous, buttermilk-based dressing high in dairy, onion, garlic, and pepper flavors) varying in fat and garlic flavor according to a 32 factorial design for liking of texture/mouthfeel, flavor (taste and smell) and overall degree of liking. Data was analyzed first by analysis of variance (ANOVA), multiple mean comparisons (Fisherʹs LSD) and response surface methodology (RSM) to examine trends for the consumer population as a whole, and then by internal preference mapping to examine individual consumer preferences. Whereas the first set of techniques showed small differences among the mean ratings of the samples, a wide range of consumer preferences was observed in the preference maps. As the level of garlic flavor increased, liking increased, especially among women. Fat content did not drive liking as strongly as garlic flavor. The texture of the high-fat samples was liked the least. This study emphasizes the usefulness of preference mapping of a sample set prepared according to a factorial design and confirms the value of examining individual consumers as well as average population trends.