Qualitative research in the field of food science strives to understand consumer behavior and motivation. Often, these methods are used to develop a hypothesis, which can be tested through quantitative research. Traditionally, qualitative methods can provide excellent insight to consumer behavior, but the data collected can be difficult to organize and interpret. Focus groups are the most common qualitative research tool applied to understand consumer behavior and identify possible areas of focus for product development. However, ethnography and means-end chain analysis can also be applied to understand consumer behavior and personal values. Many new qualitative techniques have been developed that attempt to mimic data normally collected in quantitative research. Grouping and projective mapping allow consumers to represent similarities and differences between products and produce maps that show how consumers perceive various attributes of these products. Each method has benefits and drawbacks, and each demands a particular data analysis methodology. Understanding these approaches is important in choosing a research method and proper interpretation of the collected data. PRACTICAL APPLICATIONSQualitative research is often used as a way to develop and refine hypotheses in product development. They allow for quick, inexpensive probing of consumer demands in a natural and comfortable environment. However, qualitative research can also be used as a substitute for classical quantitative profiling methods or to powerfully augment quantitative methodology.

Recent studies have demonstrated the effect of bleaching conditions and bleaching agent on flavor and functional properties of whey protein ingredients. Solids concentration at bleaching significantly affected bleaching efficacy and flavor effects of different bleaching agents. It is not known if these parameters influence quality of sweet whey powder (SWP). The purpose of this study was to determine the effects of solids concentration and bleaching agent on the flavor and bleaching efficacy of SWP. Colored cheddar whey was manufactured, fat separated, and pasteurized. Subsequently, the whey (6.7% solids) was bleached, concentrated using reverse osmosis (RO) to 14% solids, and then spray dried, or whey was concentrated before bleaching and then spray dried. Bleaching treatments included a control (no bleaching, 50 °C, 60 min), hydrogen peroxide (HP; 250 mg/kg, 50 °C, 60 min), benzoyl peroxide (50 mg/kg, 50 °C, 60 min), lactoperoxidase (20 mg/kg of HP, 50 °C, 30 min), and external peroxidase (MaxiBright, DSM Food Specialties, Delft, the Netherlands; 2 dairy bleaching units/mL, 50 °C, 30 min). The experiment was repeated in triplicate. Sensory properties and volatile compounds of SWP were evaluated by a trained panel and gas chromatography-mass spectrometry, respectively. Bleaching efficacy (norbixin destruction) and benzoic acid were measured by HPLC. Differences in bleaching efficacy, sensory and volatile compound profiles, and benzoic acid were observed with different bleaching agents, consistent with previous studies. Solids concentration affected bleaching efficacy of HP, but not other bleaching agents. The SWP from whey bleached with HP or lactoperoxidase following RO had increased cardboard and fatty flavors and higher concentrations of lipid oxidation compounds compared with SWP from whey bleached before RO. The SWP bleached with benzoyl peroxide after RO contained less benzoic acid than SWP from whey bleached before RO. These results indicate that solids concentration at bleaching and bleaching agent affect quality of SWP.

Pictures to represent product concepts in surveys are a useful tool. However, this technique limits the complexity of the survey design. This study determined if pictures of individual product attributes of sliced bread products can be used to determine the utility of sliced bread in adaptive choice-based conjoint (ACBC) analysis. Sliced sandwich bread was photographed, formatted, sized and composed for visual evaluation. All possible crust/crumb combinations (n = 36) were first presented to bread consumers (n = 1,024) in an online survey to determine their overall appearance liking. Subsequently, bread consumers (n = 891) evaluated the crust and crumb pictured attributes in an ACBC survey. Market simulations were conducted to predict bread performance. Consumers (n = 100) then evaluated commercial bread representing select levels of crust and crumb for appearance liking, and results were compared with the market simulation results to demonstrate the efficacy of the technique. Both surveys revealed crumb with seeds/flakes to be more appealing than a uniform crumb, and crust with flakes/oats was more appealing than crust with no topping. The utility scores estimated from the attribute pictures were representative of choice behavior in a consumer test. PRACTICAL APPLICATIONSWhole wheat breads are important in the fight against obesity by aiding in weight loss and increasing satiety. However, despite best efforts, they are underrepresented in the American diet (United States Department of Agriculture and United States Department of Health and Human Services 2010). It is important to understand how consumers currently perceive whole wheat and white breads to determine what features of bread are most attractive. The appearance of bread influences purchase intent of the consumer. Pictures, rather than descriptions of features, may be useful to determine the utility of crust and crumb attributes. Representing pictures of attributes as opposed to the entire product concept will enhance the complexity of conjoint studies allowing for more information to be gathered in a given study.

The objective of this study was to determine the ideal whole grain bread product for children (8-17 years) using a survey and conjoint analysis. Focus groups (three focus groups, n = 23), emotional response and appearance liking surveys (n = 172), and an adaptive choice-based conjoint survey (n = 173) were conducted with children. Across elementary, middle and high school-aged children, children preferred bread with a light crumb (inside of the bread), a light crust and no topping or added textures or visual cues in the crumb. Children had generally negative feelings for breads with dark-colored crumb and crust, but had generally positive feelings for breads with light-colored crumb and crust. Breads with white crumb were liked more than bread with dark crumb, regardless of crumb particles, crust or crust topping. Crust color had no impact on overall appearance liking score. These results demonstrate that regardless of age, children like soft breads with light-colored crumb and crust with no fillings or toppings. PRACTICAL APPLICATIONSIncreased consumption of whole grain breads is an effective technique in decreasing obesity in American children. Children's likings of bread products have an inverse relationship with whole grain versus refined grain content. This study demonstrated that development of a whole grain bread product that is desirable to children in both visual appearance and taste is an important step toward increased whole grain consumption by children and that images of attributes and a conjoint analysis in a survey format can be effectively utilized by children to measure their desires.

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