Conjoint analysis is a research technique that collects a large amount of data from consumers in a format designed to be reflective of a real life market setting and can be combined with qualitative insight from focus groups to gain information on consumer consumption and purchase behaviors. This study established that the most important fresh tomato attributes were color, amount of juice when sliced, and size. Distinct consumer clusters were differentiated by preference for color/appearance, juiciness and firm texture. Tomato growers can utilize the results to target attributes that drive consumer choice for fresh tomatoes.

This study identified key attributes of protein beverages and evaluated effects of priming on liking of protein beverages. An adaptive choice-based conjoint study was conducted along with Kano analysis to gain insight on protein beverage consumers (n = 432). Attributes evaluated included label claim, protein type, amount of protein, carbohydrates, sweeteners, and metabolic benefits. Utility scores for levels and importance scores for attributes were determined. Subsequently, two pairs of clear acidic whey protein beverages were manufactured that differed by age of protein source or the amount of whey protein per serving. Beverages were evaluated by 151 consumers on two occasions with or without priming statements. One priming statement declared "great flavor," the other priming statement declared 20 g protein per serving. A two way analysis of variance was applied to discern the role of each priming statement. The most important attribute for protein beverages was sweetener type, followed by amount of protein, followed by type of protein followed by label claim. Beverages with whey protein, naturally sweetened, reduced sugar and ≥15 g protein per serving were most desired. Three consumer clusters were identified, differentiated by their preferences for protein type, sweetener and amount of protein. Priming statements positively impacted concept liking (P < 0.05) but had no effect on overall liking (P > 0.05). Consistent with trained panel profiles of increased cardboard flavor with higher protein content, consumers liked beverages with 10 g protein more than beverages with 20 g protein (6.8 compared with 5.7, P < 0.05). Protein beverages must have desirable flavor for wide consumer appeal.

Tomatoes (Solanum lycoperiscum) are a popular produce choice and provide many bioactive compounds. Consumer choice of tomatoes is influenced by flavor and visual appearance and external texture cues including hand firmness and sliceability. The objective of this study was to determine drivers of liking for fresh tomatoes across 3 stages of consumption. Seven tomato cultivars were ripened to a 6 on the USDA color chart. Trained panelists documented appearance, flavor, and texture attributes of tomatoes in triplicate. Tomato consumers (n = 177) were provided with knives and cutting boards and evaluated tomatoes across 3 stages: appearance (stage 1), slicing (stage 2), and consumption (stage 3). Consumers evaluated overall liking at each stage. Analysis of variance and external preference mapping were conducted. Overall liking was highest during the appearance portion of the test and lowest during the consumption portion (P < 0.05). Drivers of liking at stage 1 were color intensity, even outside color, and overall aroma. Drivers of liking at stage 2 were wetness/juiciness and overall aroma. Wetness/juiciness, seed presence, ripe flavor, and sweet and umami tastes were drivers of liking for tomatoes at consumption (stage 3). Four separate clusters of tomato consumers were identified. Cluster 1 preferred tomatoes with even color, higher color intensity, and flavor intensity. Cluster 2 preferred firm tomatoes. Cluster 3 preferred tomatoes that were soft and at peak ripeness; this cluster also had the highest liking scores for all tomatoes. Cluster 4 consumers generally consumed tomatoes in sandwiches rather than as-is and preferred tomatoes with even and intense color. Tomato growers can utilize these results to target cultivars that are well liked by consumers.