“…The main advantages of preference mapping include simplicity and ease of interpretation, but it requires a larger set of samples to yield precise model estimates (Endrizzi et al, 2014). Preference mapping (internal and external) approach has been successfully applied in the study of wide range of food and beverages including coffee beverages (Cristovam, Russell, Paterson, & Reid, 2000;Deliza, Martinelli, & Farah, 2009;Ferreira, Pimenta, & Pinheiro, 2011;Geel, Kinnear, & De Kock, 2005;Narain, Paterson, & Piggott, 2004;Varela et al, 2014;Wajrock, Antille, & Rytz, 2008). In the future, preference mapping techniques will remain popular in consumer research to identify the important sensory attributes or sensory profiles of a product, including coffee, linked with consumer liking.…”