Thinking outside the booth — the eating environment, context and ecological validity in sensory and consumer research

Assessment of a virtual sensory laboratory for consumer sensory evaluations

As technology advances in the field of food sciences, the sensory experience of food consumption remains complex and influenced by various factors. Traditional consumer testing, often conducted in isolated booth environments, presents challenges in terms of construct validity and user engagement for perception formation. The growing accessibility and sophistication of virtual reality (VR) technology offer a promising avenue for research. This study focuses on the assessment of a virtual sensory laboratory, seamlessly integrating traditional sensory practices into the virtual realm to explore disparities in consumer responses, especially in sensory analysis. The virtual laboratory, designed for compatibility with VR gear, closely resembles a sensory booth. The virtual environment enables the researchers to change the visual clues of the products being tested as well as the surroundings (e.g., colors, furniture, or even the environment). Additionally, the level of immersion can be enhanced by playing any type of music, if needed. One crucial question is to assess the opinions of the participants, if they feel comfortable in the created environment. Specific participant numbers are omitted, and the study engages participants. The success of this initiative could signify a substantial advance in analysis and cost savings, adding a layer of significance to the study's potential impact on optimizing research practices. The study lays the groundwork for optimal VR practices and anticipates further exploration with immersive elements to deepen our understanding of how virtual reality influences consumer behaviour in food selection compared to traditional sensory methods.

The development of an immersive mixed-reality application to improve the ecological validity of eating and sensory behavior research

Introduction

The modern eating environment has been implicated as a driving force of the obesity epidemic. Mixed reality applications may improve traditional methodological assessments of eating behavior by improving the ecological validity of the laboratory setting.

Methods

Research experts evaluated the utility and ecological validity of a mixed reality application that allowed immersion within virtual environments through utilizing the passthrough cameras of the head mounted display to view and interact with real foods. An initial evaluation was conducted that involved three virtual environments: a traditional laboratory booth, a non-textured restaurant, and a full-textured restaurant. The feedback from the initial evaluation was used to create a new virtual restaurant environment and a subsequent evaluation was conducted.

Results

Nearly all research experts suggested adding social cues such as people and background noise to create a more authentic and ecologically valid experience. The experts scored the new virtual restaurant environment to be more acceptable than eating or conducting research in a sensory booth but scored lower when compared to conducting research in a real-world restaurant setting.

Discussion

The results of this evaluation suggest that mixed reality applications may be a new methodology to assess environmental influences of eating behavior and may be a promising direction for eating behavior and sensory science research.

Understanding the Effects of Smart-Speaker-Based Surveys on Panelist Experience in Immersive Consumer Testing

Utilizing immersive technologies to reintroduce the environmental context (i.e., visual, auditory, and olfactory cues) in sensory testing has been one area of research for improving panelist engagement. The current study sought to understand whether pairing smart-speaker questionnaires in immersive spaces could positively affect the panelist experience through enhanced ecological validity. To this end, subjects performed an immersive consumer test in which responses were collected using a traditional computer-based survey, a smart-speaker approach incorporating a direct translation of the computer questionnaire into a verbal survey requiring numeric responses, and an optimized smart-speaker survey with alternative question formatting requiring spoken word-based responses. After testing, participants answered the Engagement Questionnaire (EQ) to assess participant engagement during the test, and the System Usability Scale (SUS) survey to understand the ease, and potential adoption, of using the various survey technologies in the study. Results indicated that the traditional computer-based survey was the most engaging (p < 0.001) and usable (p < 0.001), with no differences found between the two smart-speaker surveys (p = 0.803 and p = 0.577, respectively). This suggests that the proposed optimizations for the smart-speaker surveys were not robust enough to influence engagement and usability, and further research is needed to enhance their conversational capabilities.

Sensory Analysis and Consumer Preference: Best Practices

Sensory science is a multidisciplinary field that encompasses a wide variety of established and newly developed tests to document human responses to stimuli. Sensory tests are not limited to the area of food science but they find wide application within the diverse areas of the food science arena. Sensory tests can be divided into two basic groups: analytical tests and affective tests. Analytical tests are generally product-focused, and affective tests are generally consumer-focused. Selection of the appropriate test is critical for actionable results. This review addresses an overview of sensory tests and best practices.

Hangry in the field: An experience sampling study on the impact of hunger on anger, irritability, and affect

The colloquial term “hangry” refers to the notion that people become angry when hungry, but very little research has directly determined the extent to which the relationship between hunger and negative emotions is robust. Here, we examined associations between everyday experiences of hunger and negative emotions using an experience sampling method. Sixty-four participants from Central Europe completed a 21-day experience sampling phase in which they reported their hunger, anger, irritability, pleasure, and arousal at five time-points each day (total = 9,142 responses). Results indicated that greater levels of self-reported hunger were associated with greater feelings of anger and irritability, and with lower pleasure. These findings remained significant after accounting for participant sex, age, body mass index, dietary behaviours, and trait anger. In contrast, associations with arousal were not significant. These results provide evidence that everyday levels of hunger are associated with negative emotionality and supports the notion of being “hangry”.

A narrative review of the impact of digital immersive technology on affective and sensory responses during product testing in digital eating contexts

The environments and/or contexts typically used to determine consumer affective and sensory responses have been questioned for their ecological validity. However, conducting consumer testing in real-life scenarios is costly, logistically complex, and hard to standardise between participants due to a lack of control over external cues and product preparation. Immersive environments, representative of product consumption contexts, may provide more ecologically valid data. Recently, digital immersion technologies have been proposed to contextualise consumer studies whilst maintaining experimental control. This narrative review summarised published consumer studies including digital immersion in addition to traditional sensory booths and/or a real-life immersive contexts in their study design, to measure the impact of these contexts on liking, emotional response and intensity of sensory attributes. The findings suggest that emotional response ratings are more comparable to real-life, and that consumer engagement and reliability increases, when testing is conducted using digital immersive techniques compared to traditional sensory booths. Therefore, digital immersive techniques look promising to improve ecological validity of consumer testing, but further development and research is required.

Children's acceptability profiles for biscuits with different fibre content

Due to the widespread rejection by children of products with high-fibre content, new approaches to meet the dietary recommendations on fibre intake are necessary. To understand which sensory properties influence this rejection, children's acceptability was examined in high-fibre biscuits and drivers of liking were identified. One hundred and ten Spanish children (6-12 years old) evaluated the overall liking of eight commercial biscuits with variable fibre content and stated their preference. To study the drivers of liking, the samples were characterised through a quantitative descriptive analysis, the determination of the moisture and water activity as well as the instrumental evaluation of texture with a texture analyser. It was suggested that the addition of fibre in biscuits reduced children's liking ratings. High-fibre samples were sensory and instrumentally described as harder, crispier and more chewing than the samples with medium and low fibre content. The main sensory driver of liking identified in this study was the soft texture. Despite their hard texture, high- and medium-fibre samples were chosen as the preferred ones for 14% of the children that participated when they included chocolate taste. Drivers of disliking identified in this study were related to the addition of fruit as a filling or as dehydrated pieces. This knowledge about children's acceptability of high-fibre products might be of interest for the food industry with the aim of developing well-accepted products that supply nutritional deficiencies associated with the fibre intake.

Consumer Acceptance of a Ready-to-Eat Meal during Storage as Evaluated with a Home-Use Test

A home-use test (HUT) is one method that provides a measure of ecological validity as the product is consumed in home under common daily use circumstances. One product that benefits from being evaluated in-home are ready-to-eat (RTE) meals. This study determined consumer acceptance of microwave-thermally-pasteurized jambalaya, a multi-meat and vegetable dish from American Cajun cuisine, and a control (cooked frozen jambalaya) through an on-line home-use test (HUT) over a 12-week storage period. Paralleling the HUT, an online auction determined consumers’ willingness to pay. The study also explored how the social environment may impact the liking of the meals when a partner of the participants joined the sensory evaluation of the meals. Consumers (n = 50) evaluated microwave-processed jambalaya stored at 2 °C and a control (cooked frozen jambalaya stored at −31 °C) after 2, 8 and 12 weeks of storage. Consumer liking of different sensory attributes was measured. Participants could choose to share the meals with a partner as a way to enhance ecological validity. The responses from 21 partners to the sensory-related questions were collected. After the sensory evaluation, the participants bid on the meal they had just sampled. Results showed that processing method (microwave vs. control) did not significantly influence the measured sensory attributes. Only flavor liking decreased over storage time (p < 0.05). The inclusion of partners significantly increased (p = 0.04) the liking of the appearance of the meals. The mean values of the bids for the meals ranged from $3.33–3.74, matching prices of commercially available jambalaya meals. This study found suggests that the shelf- life of microwave-processed meals could be extended up to 12 weeks without changing its overall liking. The study also shows the importance of exploring HUT methodology for the evaluation of consumers’ acceptance of microwave-processed jambalaya and how including a partner could contribute to enhance ecological validity.

Recent advances in NMR-based metabolomics of alcoholic beverages

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NMR-based techniques can be used for establishing metabolic “fingerprint” .

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Biomarkers for discrimination of wine varietals were identified.

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COSY and DOSY techniques may aid in assigning phenolic compounds and disaccharides.

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NMR-based metabolomic studies of alcoholic beverages remain limited in Asia.

Alcoholic beverages have a complex chemistry that can be influenced by their alcoholic content, origin, fermentation process, additives, and contaminants. The complex composition of these beverages leave them susceptible to fraud, potentially compromising their authenticity, quality, and market value, thus increasing risks to consumers’ health. In recent years, intensive studies have been carried out on alcoholic beverages using different analytical techniques to evaluate the authenticity, variety, age, and fermentation processes that were used. Among these techniques, NMR-based metabolomics holds promise in profiling the chemistry of alcoholic beverages, especially in Asia where metabolomics studies on alcoholic beverages remain limited.

Acceptance of oat-based beverages tailored for patients with cancer

Oat-based beverages are a nutritious product with the potential to support increased nutrient intake of patients with cancer. The aim of this research was to evaluate the sensory acceptance of oat-based beverages and perceptions of oats among patients with cancer as future vehicles for nutrient delivery. In study 1, three flavors of oat-beverages were well accepted without significant difference in liking among flavors or serving temperature, or between patients with cancer and healthy participants. Patients with cancer more frequently rated the beverages as too sweet compared to healthy participants; flavor intensity was just about right for all participants. In the second study, one of two formulations fortified with protein and fish oil was not different in liking compared to the unfortified chocolate product. Patients associated oat food products with specific oat-based food products and oat health benefits in a free-word association task in the third study. Together, sensory acceptance and the perceived health benefits of oats indicate the potential for oats to be incorporated in fortified and unfortified products tailored for patients with cancer. PRACTICAL APPLICATION: The three studies presented here to assess the sensory acceptance of oat-based beverages and perceptions of oats among patients with cancer demonstrate that oats can be incorporated in fortified and unfortified products tailored for patients with cancer. Inadequate nutrition is highly prevalent among oncology patients and there is a lack of available products targeted to improve their nutritional intake. These findings can support product developers and sensory scientists in the development and evaluation of food products acceptable to this population.

Comparison of Home Use Tests with Differing Time and Order Controls

Consumer tests are classified in terms of the location of testing as laboratory tests or central location tests (CLTs) and home use tests (HUTs). CLT is generally used in sensory tests due to the ease of test control, whereas HUT has higher validity because of real consumption. However, the lack of test control in HUT is a major issue. In order to investigate the error occurrence and efforts required to minimize errors, three groups of tests were designed differing time and order control and evaluation was conducted using six snacks with texture differences. Errors related to time, order, and consumer or sample number were higher for more controlled conditions, however, most errors were recoverable using identification information except for cases of no response. Additionally, consumers preferred to consume all snacks in the evening at home, which differed from the typical 9 a.m. to 6 p.m. evaluation time in CLT. However, the timing differed for consumers with self-reported snacking time. The research title that included the term 'home' might have influenced the participants' choice of location for evaluation. Overall, there was no significant difference between the results of groups despite different time and order controls, which could increase the applicability of HUT.

Consumer acceptability and monetary value perception of iced coffee beverages vary with drinking conditions using different types of straws or lids

A recent trend of environmental sustainability has induced many coffee providers to offer alternatives to plastic straws. There has been little research regarding consumer perception of these alternative drinking conditions. This study aimed to determine differences in consumer perception of iced coffee beverages (without ice cubes) between plastic straw and alternative drinking conditions. Brewed samples of medium roast ground coffee beans blend were cooled down and served at 5 °C in the five drinking conditions using different straw materials (plastic, paper, or stainless steel), sippy cup lid, or no lid. Seventy-five consumers rated attribute intensities and acceptances of iced coffee beverages in all five drinking conditions. The results showed that both the mean hedonic ratings of flavor, mouthfeel, or overall impression and the mean amount consumers were willing to pay (US$) for iced coffee beverages were greater in the sippy-cup lid condition than in the paper straw condition. After analyzing consumer comments of the drinking conditions, it was also found that the sippy-cup lid condition induced a more pleasant drinking experience than the paper straw condition. Notably, no significant differences between the plastic and alternative drinking conditions were observed in attribute intensity, acceptance, and monetary value perception of iced coffee beverages. In conclusion, this study shows that consumer experience and acceptability of iced coffee beverages can vary with drinking conditions. Therefore, the coffee industry and sensory professionals should consider not only sensory aspects of coffee, but also drinking conditions to improve consumer experience with coffee beverages.

Food Consumption and Emotions at a Salad Lunch Buffet in a Multisensory Environment

The food experience is multisensory and multisensory external stimuli may affect food choice and emotions. The objective of this study was to evaluate the effect of a multisensory eating environment on food choice, intake and the emotional states of the subjects in a salad lunch buffet setting. A total of 30 female subjects consumed a salad lunch twice in the multisensory laboratory. The two test conditions (control and multisensory condition with environmental stimuli) were randomized and the visits were scheduled one week apart. Subjects selected and ate a meal from a salad buffet including 14 food items and the intake of each item was weighed. They answered an online questionnaire about the meal and their emotional states (20 different emotion terms) after the lunch. There was no significant difference in the food consumption between the control and multisensory conditions. The subjects were very satisfied with their lunch for both study visits but the pleasantness of the eating environment was rated higher under the multisensory condition. In emotional terms, the subjects selected the term "happy" significantly more frequently under the multisensory condition compared with the control. In conclusion, the multisensory eating environment in this study was not related to food intake but may be associated with positive emotions. The effect of the eating environment on food choice and experience deserves further study with a larger study population in a real lunch restaurant setting.

Virtual Reality and Immersive Environments on Sensory Perception of Chocolate Products: A Preliminary Study

Traditional booths where sensory evaluation usually takes place are highly controlled and therefore have limited ecological validity. Since virtual reality (VR) is substantially interactive and engaging, it has the potential to be applied in sensory science. In this preliminary study, three chocolate types (milk, white, and dark) were evaluated under three contextual settings, including sensory booths (control) and two VR environments (360-degree videos using VR headsets: (i) a pleasant sightseeing tour, and (ii) a live music concert). Untrained participants (n = 67) were asked to rate their liking and the intensity of different chocolate attributes based on the 9-point hedonic scale and just-about-right-scale (JAR). Emotions were evaluated using the check-all-that-apply (CATA) method. Results showed that there were no significant effects of context type on the tasting experience; however, there were significant effects of chocolate type. Milk and white chocolates were preferred over dark chocolate irrespective of the context type. Additionally, more positive emotions were elicited for the dark chocolate in the “virtual live concert” environment. Dark chocolate under the other two environments was associated with negative emotional terms, such as “bored” and “worried.” In terms of more reliable and ecologically valid sensory responses, further research is needed to match suitable VR environments to different chocolate types.

Consumer perception and acceptability of microalgae based breadstick

The demand for sustainable and healthy food is increasing. Therefore, it is necessary to find new sources of functional ingredients for design of novel food products. Microalgae are reliable sources of functional ingredients, ready for exploitation with purpose of production of human food. This work explores consumers' acceptance of novel foods based on microalgae. To achieve natural and realistic eating location, sensory analysis was conducted in a real restaurant in Universitat Politècnica de València. A check-all-that-apply questionnaire and hedonic scale registered the consumers' expectations (N = 85), perceptions and acceptance, before and after taste of typical Valencian breadsticks. Food neophobia can affect acceptability of novel foods, thus, participants completed a test designed to measure their attitudes towards new food. Microalgae breadsticks have distinctive characteristics compared to control breadsticks, such as colour, flavour and odour, because of microalgae presence. Still, those breadsticks were as acceptable as the control breadsticks according to the consumer preferences. Consumers expected more differences amongst both breadsticks before tasting, but they lowered the differences in perception after trying them. Consumers consider that the product is healthier, and they would understand if it had greater expense. We believe this information can be useful for selling / marketing this novel product.

Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers

Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental contexts. Perception, sensory acceptability, and emotional responses of a Cabernet Sauvignon wine under traditional sensory booths, contextual environments, and VR simulations were evaluated and compared. Participants (N = 53) performed evaluations under five conditions: (1) traditional booths, (2) bright-restaurant (real environment with bright lights), (3) dark-restaurant (real environment with dimly lit candles), (4) bright-VR (VR restaurant with bright lights), and (5) dark-VR (VR restaurant with dimly lit candles). Participants rated the acceptability of aroma, sweetness, acidity, astringency, mouthfeel, aftertaste, and overall liking (9-point hedonic scale), and intensities of sweetness, acidity, and astringency (15-point unstructured line-scale). Results showed that context (booths, real, or VR) affected the perception of the wine’s floral aroma (dark-VR = 8.6 vs. booths = 7.5). Liking of the sensory attributes did not change under different environmental conditions. Emotional responses under bright-VR were associated with “free”, “glad”, and “enthusiastic”; however, under traditional booths, they were related to “polite” and “secure”. “Nostalgic” and “daring” were associated with dark-VR. VR can be used to understand contextual effects on consumer perceptions.

Computational Commensality: From Theories to Computational Models for Social Food Preparation and Consumption in HCI

Food and eating are inherently social activities taking place, for example, around the dining table at home, in restaurants, or in public spaces. Enjoying eating with others, often referred to as “commensality,” positively affects mealtime in terms of, among other factors, food intake, food choice, and food satisfaction. In this paper we discuss the concept of “Computational Commensality,” that is, technology which computationally addresses various social aspects of food and eating. In the past few years, Human-Computer Interaction started to address how interactive technologies can improve mealtimes. However, the main focus has been made so far on improving the individual's experience, rather than considering the inherently social nature of food consumption. In this survey, we first present research from the field of social psychology on the social relevance of Food- and Eating-related Activities (F&EA). Then, we review existing computational models and technologies that can contribute, in the near future, to achieving Computational Commensality. We also discuss the related research challenges and indicate future applications of such new technology that can potentially improve F&EA from the commensality perspective.

Environmental Immersion's Influence on Hedonics, Perceived Appropriateness, and Willingness to Pay in Alcoholic Beverages

The eating experience is multimodal. As we consume a dish, we perceive much more than that which initially activates the senses, including influences from our surroundings. Foods sampled in experimental settings are largely evaluated within a sensory booth, an environment designed to be devoid of such external or non-standardized stimuli, so that participants can focus solely on the sample itself. In natural experiences, we rarely consume food in such isolation—context is actually key to many dining experiences and can have an integral role in how we perceive the foods we eat. Using virtual reality to artificially provide this context, we tested how the setting in which a beverage was consumed influenced perception of two different samples. Virtual environments were formed by processing custom-recorded 360 degree videos and overlaying audio, text, and sensory scales to simulate a typical sensory evaluation. Participants were asked to taste two alcoholic beverages, a beer and a sparkling wine, in two virtual contexts, a bar and a winery. The results indicated that participants’ willingness to pay for, and overall enjoyment of the sparkling wine increased when placed in the winery context, with no change between the two virtual contexts for the beer sample. This occurred without alteration of the samples’ sensory properties or the ability of panelists to identify the beverage they were drinking; however, perceived appropriateness of the samples for the setting was strongly influenced by the context in which they were sampled, suggesting that perceived appropriateness for a surrounding may play a role in the degree to which we enjoy a food. Results provide further proof that artificially-applied context, such as that provided by virtual reality, can further the sensory testing of foods.

Dynamic Context Sensory Testing-A Proof of Concept Study Bringing Virtual Reality to the Sensory Booth

Eating is a multimodal experience. When we eat, we perceive not just the taste and aroma of foods, but also their visual, auditory, and tactile properties, as well as sensory input from our surroundings. Foods are commonly tested within a sensory booth, designed specifically to limit such input. Foods are not commonly experienced in such isolation, but alongside this context, which can alter how a food is perceived. In this study, we show that the sensory properties of food can be altered by changing the environment it is consumed in, using virtual reality (VR) to provide an immersive, dynamic context to the eating experience. The purpose of this project was to develop an affordable and easy-to-implement methodology for adapting VR technology to sensory evaluation, without prohibitive amounts of expensive equipment or specialized programming knowledge. Virtual environments were formed by processing custom-recorded 360 degree videos and overlaying audio, text, sensory scales, and images to simulate a typical sensory evaluation ballot within the VR headset. In a pilot test, participants were asked to taste 3 identical blue cheese samples in 3 virtual contexts-a sensory booth, a park bench, and a cow barn. Respondents rated their liking of the sample, as well as its saltiness, and pungency, attributes either reflective of one context (pungency in the barn), or presumably unrelated (saltiness). Panelists duly rated the sample's flavor as being more pungent when consumed in the barn context. These results provide proof of concept for VR in applied sensory studies, providing an immersive context to a sensory test while remaining in place.

PRACTICAL APPLICATION

We consume foods in environments that can "spill over" into our perceptions of the food. Thus, we consider some foods "unsuitable" for certain settings, with others deemed more suitable for this locale. This has been studied for many years as sensory "context," with written descriptions, pictures, or videos of such contexts. We present a method generating virtual reality contexts without any specist programming knowledge, for a few hundred dollars. In an accompanying pilot test, perception of a sample was significantly influenced by the VR context in which it was delivered.