Whey is a highly functional food that has found widespread use in a variety of food and beverage applications. A large amount of the whey proteins produced in the United States is derived from annatto-colored Cheddar cheese. Color from annatto is undesirable in whey and must be bleached. The objective of this study was to compare 2 commercially approved bleaching agents, benzoyl peroxide (BP) and hydrogen peroxide (HP), and their effects on the flavor and functionality of 80% whey protein concentrate (WPC80). Colored and uncolored liquid wheys were bleached with BP or HP, and then ultrafiltered, diafiltered, and spray-dried; WPC80 from unbleached colored and uncolored Cheddar whey were manufactured as controls. All treatments were manufactured in triplicate. The WPC80 were then assessed by sensory, instrumental, functionality, color, and proximate analysis techniques. The HP-bleached WPC80 were higher in lipid oxidation compounds (specifically hexanal, heptanal, octanal, nonanal, decanal, dimethyl disulfide, and 1-octen-3-one) and had higher fatty and cardboard flavors compared with the other unbleached and BP-bleached WPC80. The WPC80 bleached with BP had lower norbixin concentrations compared with WPC80 bleached with HP. The WPC powders differed in Hunter color values (L, a, b), with bleached powders being more white, less red, and less yellow than unbleached powders. Bleaching with BP under the conditions used in this study resulted in larger reductions in yellowness of the powders made from whey with annatto color than did bleaching with HP. Functionality testing demonstrated that whey bleached with HP treatments had more soluble protein after 10 min of heating at 90°C at pH 4.6 and pH 7 than the no-bleach and BP treatments, regardless of additional color. Overall, HP bleaching caused more lipid oxidation products and subsequent off-flavors compared with BP bleaching. However, heat stability of WPC80 was enhanced by HP bleaching compared with control or BP-bleached WPC80.

Adaptive choice-based conjoint (ACBC) analysis is a technique that uses choice data and incorporates it into an adaptive interviewing experience. ACBC analysis has been suggested to provide more accurate information at the individual level, which can lead to better predictions even when using smaller sample sizes. A comparison of a traditional choice-based conjoint (CBC) survey and an ACBC survey was undertaken to compare the overall utility scores and importance values of attributes determined by both techniques using sour cream as the subject. A CBC and an ACBC survey were conducted. More respondents participated in the CBC (n = 777) survey than in the ACBC version (n = 250). Respondents to the ACBC version were from the same pool of respondents to the CBC version. A random sample of 250 respondents from the CBC survey was also analyzed. Results were analyzed by overall utility scores, importance values, landscape segmentation analysis and cluster analysis via latent class. The ACBC and CBC results were similar in overall utility scores for all attributes with similar respondent clusters. Both techniques revealed fat content as the most important attribute, followed by price and followed by brand. The CBC result for 250 respondents overestimated the importance of brand. The ACBC utility scores were not as distinct as CBC results in all categories; however, the direction of the mean utility scores was the same in all categories. Overall, ACBC and CBC revealed similar outcomes for different sour cream product types when price was excluded; however, the CBC results differentiated products to a greater extent than ACBC with the same sample size considered. PRACTICAL APPLICATIONSConjoint analysis is a research technique widely utilized across multiple industries as a way of determining the utility of a product or a product feature. Adaptive choice-based conjoint (ACBC) is a new form of conjoint analysis. Because of the format of ACBC studies, respondents may be more engaged in the survey-taking experience and provide answers that are more in-line with their actual choice behavior. Because of this, ACBC studies may reveal more accurate responses for specific attributes such as brand and/or price. ACBC studies may also require fewer respondents, which is advantageous when the audience is highly selective, or if money and/or time is a concern. bs_bs_banner Journal of Sensory Studies

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.

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The objective of this study was to examine and compare ethnography and conjoint analysis to identify the factors that influence choice of latte-style coffee beverages. Ethnographical data were collected at four of the top producers of latte-style beverages. Attributes measured by the conjoint survey included location of purchase, milk type, fat content, sweetener type and additional flavor. Consumer responses (n = 721) from the conjoint survey showed that the most important attributes in determining latte beverage purchase intent were location and milk type, followed by fat content, sweetener and additional flavor. Segmentation of respondents based upon patterns in utility scores showed three distinct groups. Segment 1 (n = 185) called the "indulgents" was influenced by milk type and sweetener type. Segment 2 (n = 200), "location consumers," was influenced by a coffee house. Segment 3 (n = 336), "health conscious," was calorie and health conscious. Ethnographical observations identified and described the consumer segments based upon patterns of behaviors and were in alignment with consumer responses to survey questions. Ethnography coupled with choice-based conjoint provided a robust technique for understanding consumer choices of latte-style coffee beverages. PRACTICAL APPLICATIONSChoice-based conjoint analysis is a quantitative survey technique designed to collect large amounts of information from consumers in a realistic scenario format. Ethnography is a qualitative research tool that provides insight to consumer consumption and purchase behaviors that may not be readily acquired by quantitative approaches. These behaviors can be just as important as the product attributes themselves in determining liking and purchase. Coffee companies will be able to utilize the results to better target the attributes that are driving consumer choice. Journal of Sensory Studies