The Hedonext® Method—A Case Study with Extra Virgin Olive Oil

Consumer choice, liking, and preference can be assessed in different ways. We tested the application of a novel method called Hedonext^® for the measurement of consumer liking and preference for extra virgin olive oil (EVOO). Consumers were instructed that they would be presented with up to eight olive oils and invited to taste each of them in sequence until they found the oil that they liked or preferred, thus ending the test, and that they would receive that oil as their reward. We compared the outcomes of the Hedonext Method to hedonic ratings on the nine-point hedonic scale of all eight oils, which were then analyzed by preference mapping. A total of 139 and 141 consumers, who consumed EVOO at least once a week and were evenly distributed by age (18-65 years old) and gender (60% women, 40% men), evaluated the set of olive oils from Italy, Spain, or California with Hedonext or the nine-point hedonic scale, respectively. The oils that were chosen most often by consumers in the Hedonext procedure were also the oils that received the highest mean hedonic ratings on the nine-point hedonic scale, and those picked the least often with Hedonext also received the lowest hedonic ratings. Traditional preference mapping from hedonic ratings and an alternative preference mapping approach through Hedonext also produced similar outcomes. The Hedonext Method was shorter to administer and was enjoyed by the consumers who experienced it because of its game-like nature. It does require, though, that the product under testing be perceived as valuable by consumers, as it serves as the reward for their participation. We conclude that the Hedonext Method represents a novel and valuable alternative to the 9-point hedonic scale, particularly for the evaluation of premium or luxury consumer products.