Sensory and Consumer Research in Food Product Design and Development, Second Edition provides both theory and case histories illustrating the types of issues faced by food professionals, the nature of the thinking and the way problems can be solved in a practical format. Aimed toward all aspects of the industry, the book is especially important for those involved in the early stages of development, where there is much business opportunity. The book itself provides the unique perspectives of three leading practitioner professionals in the field, each of whom at once combines an academic and a business perspective. The beginning reader will be introduced to systematic experimentation at the very early stages, to newly emerging methods for knowledge development/data acquisition, and to points of view being used in the food and beverage industries today. The advanced reader will find new ideas here, backed up by illustrative case histories, to provide yet another perspective on commonly encountered problems and their solutions. For the second edition, three groundbreaking new chapters have been added: Databasing the human mind with respect to product features, brands and emotions; Innovating products at the early stage; and "So what (and how) do I tell my boss and my clients?" All chapters previously published in the first edition have been selectively re-edited, revised and updated. A bestselling IFT Press book in its first edition, Sensory and Consumer Research in Food Product Design and Development presents, from the business viewpoint, the critical issues faced by sensory analysts, product developers and market researchers in the food and beverage arena.