Understanding what the consumer wants and will accept are two of the most significant hurdles faced by anyone in new product development. Whether the concern is the proper mouth-feel of a potato chip, the sense of "freshness" evoked by a chewing gum, or the weight and texture of a cosmetic, if the consumer doesn't find the product acceptable, it won't sell. Sensory evaluation testing is the process that establishes the consumer acceptability of a product. It can help identify issues before general production is begun, and potentially bring to light issues that hadn't previously been considered a factor in the success of the project. Methods of sensory evaluation have progressed significantly since the first edition of this book, and with each edition since. Recent improved understanding of key components such as the importance of the difference between experts and consumers and the selection of subjects, the analysis of various measurement scales, hybrid methods, and proper preparation of an evaluation panel make this fourth edition timely and important for those working in product development including sensory professionals, technical managers, product specialists and research directors. *Appeals to sensory experts both in academia and business *Discovered new optimization is based on integration of sensory descriptive and consumer research data *New sensory information with imagery