The objective of the present study was to investigate the Analytic Hierarchy Process (AHP) technique as an alternative to the ISO standard 11035 for the sensory characterization and consumer preference of coffee through External Preference Mapping (PREFMAP). The methodological context consisted in the generation of the sensory vocabulary applying the techniques ISO standard 11035 using a trained panel and AHP using an expert panel. PREFMAP was then carried out to explain the preference of coffee consumers according to the vocabularies generated. The results showed that the sensory vocabulary using AHP was similar to that obtained with ISO standard 11035 and the judgments of the panel of experts were consistent. The PRE-FMAP'S explained in a similar way the preference of coffee consumers. The use of the AHP technique is a new, reliable, and easy-to-execute alternative for the selection of sensory vocabulary for characterization and explanation of consumer preference. Practical ApplicationsThe Analytic Hierarchy Process technique is a reliable alternative for the selection of sensory attributes. The attributes are evaluated by paired comparison and, by mathematical procedure, the weight (W) of each attribute and sensory dimension is obtained. Consistency indicators are also included to support and validate panel judgments. This new proposal can be easily implemented at an industrial and academic level for the development of different sensometric investigations that require characterizing and analyzing the preference of consumers of different foods.