VALIDATION OF SENSORY TESTS FOR THEIR APPLICATION IN CONSUMER INSIGHTS

Resumo

Rapid sensory methodologies such as Check-All-That-Apply (CATA) and Conjoint Analysis are useful tools for understanding consumer preferences, but their reliability compared to traditional methods is still questionable. This study compares these approaches applied to bakery products with pseudocereals, specifically amaranth, evaluated by consumers in Brazil and Mexico. Depending on the pandemic restrictions, the analyses were conducted through conceptual or taste evaluations. The results indicated that the combination of CATA and Conjoint Analysis with traditional tests, such as preference, contributed to the development of new products and the acquisition of consumer insights. In Brazil, consumers have rectangular, yellow, chocolate or organic amaranth bars, while in Mexico they prefer similar bars but with honey or chocolate flavors. The study reinforces the potential of rapid food innovations and product adaptation to different markets.