Experts versus consumers: A comparison

This paper compares experts and consumers to determine the degree to which they agree with each other on ratings of 37 sauce products, using the same sensory attributes. The paper also assesses the degree to which sensory attribute ratings correlate with objective physical measures. The ratings of experts (1-9 scale) and consumers (0-100 scale) agree quite highly, as shown by the high correlation between the two panels across the 37 products. The paper refutes the notion that consumers are incapable of validly rating the sensory aspects of products. The paper therefore presents the case for using consumers to assess the sensory characteristics of products.