Are consumer profiling techniques equivalent for some product categories? The case of orange‐flavoured powdered drinks

Summary Taking into account consumers’ perception in new product development has been regarded as a key strategy to developing more successful food products. In this context, consumer profiling techniques have increased their popularity in the last decade. The aim of the present work was to compare four consumer profiling techniques (sorting, projective mapping, intensity scales and check‐all‐that‐apply questions) in orange‐flavoured powdered juice drinks. A consumer study was carried out with 200 regular consumers of the category, which were divided into four groups. Each group used a different methodology to evaluate seven commercial powdered drinks. After completing the task consumers were asked to rate its difficulty on a nine‐point hedonic scale. Results showed that the four evaluated methodologies were able to identify differences in consumers’ perception of the sensory characteristics of the drinks, providing similar information. However, the application of CATA questions and intensity scales was regarded as easier for consumers. Advantages and disadvantages of the evaluated methodologies are discussed.