Workshop: Cross-cultural Sensory and Consumer Studies

Annika Åström

SIK- The Swedish Institute for Food and Biotechnology, Sweden in collaboration with the

ESN- European Sensory Network

 Annika.astromsik.se

Globalization and increased marketing and trading activities across borders, countries and continents, have huge potential for food and drink manufacturers. However, these markets are very diverse, with major economic and cultural differences. Understanding how products relate to these market differences is a key to product success.

Sensory and consumer science is increasingly seen as providing the tools to aid companies in their understanding of consumer preferences in different countries and product optimization for different markets. Cross-cultural research is an essential step to ensure that product development is targeted and focused.

	What are the key criteria to consider when conducting cross-cultural research?
	How comparable are sensory analytical data from different countries/cultures?
	How to conduct research with the right consumer in different countries/cultures?
	How to formulate the questionnaire and how to choose scales and how to interpret the data?

This workshop is designed to encourage lateral thinking and information exchange of ideas about the implications and considerations involved in managing, performing and evaluating cross-cultural sensory and consumer research.

The workshop will consist of a mixture of focused presentations and moderated discussions followed by feedback, final discussions and conclusions according to the following programme:

	Introduction, workshop aims and objectives Chairman: Annika Åström, Business manager Flavour 6 Sensory Evaluation, SIK- Swedish Institute for Food and Biotechnology, Sweden
	Important considerations in cross-cultural Sensory and Consumer Research Anne Goldman, Director of Consumer Guidance Research, Applied Consumer and Clinical Evaluations ACCE Inc., Canada
	An introductory overview of the implications of cultural, religious considerations, customs, behaviour, socioeconomic, regulatory, timing and research management issues, scaling issues, data relationships across studies from different cultures.
	Using Descriptive Sensory Panel across several countries and cultures Delphine Le Mee, Sensory Project Manager,  Danone Vitapole, France Topics covered include implications for multinational companies in developing products for several countries and cultures. Implications of linguistic origin and meaning of different words and descriptors. Can the traditional model of analytical descriptive sensory panels with consumer acceptance data apply across all countries and cultures or does this model have to be adapted?
	Experiences with cross- cultural consumer studies in Asia Pacific Ciarán Forde, Project Leader, Sensory and Consumer Science, Food Science Australia/ CSIRO, Sydney, Australia Topics covered will focus on the logistical and scientific as well as the practical implications of performing cross-cultural sensory research in the Asia-Pacific region. The talk will provide a step by step approach to overcoming the problems encountered when attempting to conduct consumer research in this region.

Workshop participants will be divided into three groups and encouraged to discuss the presentations and to contribute their ideas based on experience. Individuals from member institutes of the European Sensory Network, ESN, will act as group moderators.

	Discussion group 1: Important considerations in cross-cultural Sensory and Consumer Research Moderated by Anne Goldman, Director of Consumer Guidance Research ACCE Inc., Canada.
	Discussion group 2: Using descriptive sensory panels across several countries and cultures Moderated by Raija Liisa Heinio, Chairman of ESN and senior research scientist in sensory research at VTT, Finland
	Discussion group 3: Experiences with cross- cultural consumer studies in Asia Pacific region Moderated by Ciarán Forde, Project Leader, Sensory and Consumer Science, Food Science Australia/ CSIRO, Sydney, Australia

	Feedback and exchange of information by group moderators (5 minute each group)
	Chairman’s summary, final discussion and conclusions/recommendations.

Key words: cross-cultural, sensory, consumer