Dear Howard,

The truth shining in your work inspired me to change my research area. I studied myself analytical sensory science and our senses of smell and taste over the last three years, but now the time might be right to go on and to switch to psychophysics and consumer research. Can you suggest to me further literature to start off? I already received today the “Blue Elephants” and “Sensory and Consumer Research in Food Products” will be ordered soon. I fully understand now, that I need to determine the drivers of liking and disliking by a proper and systematic experimental design, as consumers or panelists do not know what they really want except when they have a chance to try it. We never investigated, why a product succeeds or fails and usually we blamed it on anything but not us, so we never learned the right lessons.  Backing-up our submissions with data and the proper concept will level us up from a personal friend to a business friend and partner.

The last days opened my sensory mind and I am still totally enthusiastic - you gave me a vision for my scientific future.

I am deeply grateful to you.

With my best regards,
Dr. R. D. (Senior Flavourist in Slovenia)