2010 IFT Annual Meeting and Food Expo
Chicago, IL
July 17-20, 2010
Dr. Howard Moskowitz will be making two presentations at this conference
Design of consumer preferred texture in healthy foods challenges and rewards
Texture has long been recognized as a key sensory aspect of food. Although there is a great deal of information about the textural properties of food, there is a lack of an historical perspective on the intersection of the drivers of the science of food texture: instruments, language, consumer, and business needs. This presentation presents that historical integration, beginning with the instruments of texture, and then continuing with the language of texture and the perception of texture as psychophysicists measure it. Moving beyond history and integration, the paper proceeds to two new opportunities. The first opportunity is the 'algebra of the consumer mind', specifically the mental economics of texture. Just how much is a person willing to pay for a pleasing food experience caused by texture -- And are there texture-oriented people willing to pay more?' The second opportunity is using this algebra of the mind as well as psychophysical scaling to 'engineer' a new product with a desired texture? How should developers train their minds and expand their world views to accomplish this development? The presentation is thus both historical and prospective -- dealing with what happened and why, to what will happen and also why.
Sensory science and market research Twins separated at birth
The presentation covers the development of these two fields in the world of food and beverage. The audience will learn how different types of professionals ended up in the two fields, how those professionals and their specific predilections affected what sensory and market research investigate, what they deliver, to whom they deliver, and why they deliver what they do. Through personal observation of 40+ years, the audience will learn where the successes have been greatest, where the problems have been most vexing, and where tomorrows biggest opportunities lie.
July 17-20, 2010
Dr. Howard Moskowitz will be making two presentations at this conference
Design of consumer preferred texture in healthy foods challenges and rewards
Texture has long been recognized as a key sensory aspect of food. Although there is a great deal of information about the textural properties of food, there is a lack of an historical perspective on the intersection of the drivers of the science of food texture: instruments, language, consumer, and business needs. This presentation presents that historical integration, beginning with the instruments of texture, and then continuing with the language of texture and the perception of texture as psychophysicists measure it. Moving beyond history and integration, the paper proceeds to two new opportunities. The first opportunity is the 'algebra of the consumer mind', specifically the mental economics of texture. Just how much is a person willing to pay for a pleasing food experience caused by texture -- And are there texture-oriented people willing to pay more?' The second opportunity is using this algebra of the mind as well as psychophysical scaling to 'engineer' a new product with a desired texture? How should developers train their minds and expand their world views to accomplish this development? The presentation is thus both historical and prospective -- dealing with what happened and why, to what will happen and also why.
Sensory science and market research Twins separated at birth
The presentation covers the development of these two fields in the world of food and beverage. The audience will learn how different types of professionals ended up in the two fields, how those professionals and their specific predilections affected what sensory and market research investigate, what they deliver, to whom they deliver, and why they deliver what they do. Through personal observation of 40+ years, the audience will learn where the successes have been greatest, where the problems have been most vexing, and where tomorrows biggest opportunities lie.
