Provide cultural and scientific tools to address sensory and consumer science issues in the wine industry such as identifying the most liked products, gaining a better understanding of the factors influencing consumer preferences to develop products that are more responsive to consumer needs. In mid- to large-scale wineries the relationships between consumer liking and wine attributes are frequently drivers in the blending process. Winemakers must understand how these data are derived and what it tells them in terms of winemaking needs. Though most (if not all) of the students in the class will never work as sensory scientists, as winemakers they will handle sensory data and they should know how to ask sensory questions to vendors and how to interpret the information provided by these vendors, many of whom use sensory data to sell wine making related stuffs. Additionally, they would need to be able to use the information in publications and talks on the relationships between sensory, chemical and marketing data sets.
Skills related to the understanding and appropriate use of descriptive and affective sensory methods used to explore and interpret consumer perception, choice and behavior related to the wine sector. The course will address issues related to statistical data processing in order to collaborate with the business marketing division to the implement more extensive and complete market surveys in the wine sector.
SUMMARY The course will focus on an overview of fundamentals of sensory science then it will cover the recent advancements in consumer research to interpret consumer perception, choice and behavior. All topics will be discussed with emphasis on wine sector case studies. EXTENDED PROGRAM The program is focused on the following topics: 1) Fundamentals of sensory science: - the five sense and the brain: how they interact to perceive wine sensory properties; tricks the senses may play (practical exercises) - good practices in sensory and consumer science 2) Classical sensory and consumer testing methods (practical exercises): - descriptive and affective methods - preference mapping 3) New sensory and consumer methods (practical exercises): - Time-Intensity and Temporal Dominance of Sensation - Projective mapping - CATA 4) Genetic variation in taste and odour perception: An emerging science to guide new product development (case studies on wine) 5) Psychological factors influencing the perception and liking of wine (e.g. origin of the grapes, sustainable practices) 6) Contextual influences on consumer responses to wine: - Effect of packaging, color, shape, size, location - Food and beverage combination in meals 7) Recent advancements in sensory and consumer science in the wine industry: - Virtual Reality and Immersive Techniques to study consumer perception and choice
PREREQUISITE Statistics. PREPARATORY Recommended undergraduate course in Sensory Science. TEACHING MATERIAL E. Pagliarini, Valutazione sensoriale: Aspetti teorici, pratici e metodologici, Hoepli, Milano, 2002 Material provided by the teacher EXAM PROCEDURE It consists of an oral examination to verify the degree of understanding of the theorical aspects presented in the course.