This article is concerned with the application of a modified semantic differential technique to determine factors in consumer flavor preference to be used in product design for the food industry. Specific findings are presented on the ability of the modified semantic differential technique to discriminate among taste characteristics in terms which may be acted upon at the product control level. The research technique is discussed using findings about consumer preference determined in blind paired comparisons of samples of four test blends of ground coffee; consumer preference curves are shown in taste preference sub-groups.
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