Two Day Emotions Course in Rio
EMOTIONS: Measurement and Analysis in Product Development
Dr. Herb Meiselman and Tom Carr
Hotel Windsor Barra, Rio de Janeiro, Brazil
Thursday-Friday, August 8-9, 2013.
Registration fee: $1800 (or $2500 for two courses with Psychographics course)
Email herb@herbmeiselman.com to register.
Emotion is currently one of the hottest topics in sensory and consumer research, and the field continues to change rapidly. After several years of updating and expanding the content of the EMOTION course, I have decided to expand the course to 2 days, add important material to help you measure emotions, and add critical sections on how to analyze emotion data. I am pleased to announce that these analysis sessions will be given by Tom Carr, one of the leading statisticians in our field.
A. MEASURING EMOTIONS
Day 1. 0900-1230
LECTURE 1 – Meiselman. What are mood and emotion?
– What are mood and emotion; how do they differ from attitude?
– Definitions and distinctions between emotion and mood; the importance of time-frame, referent, valence
– Factor structure of emotions; primary emotions
– Are emotion and mood important in choosing foods?
LECTURE 1A – Carr. Introduction to statistical approaches for emotions.
– Picking methods based on type of data and objectives
– Distinguishing between product-focused and people-focused methods.
LECTURE 2 – Meiselman. Emotion lists and other topics.
– Physical and cognitive performance and mood (academic, not within product development)
– Examples of academic, laboratory studies of mood and emotion using food ingredients.
– Measuring emotion effects: Models and lists.
– Positive and negative emotions.
– Emotions and Wellness
– Different venues for conducting mood and emotion testing.
Lunch
130-530.
LECTURE 2A – Carr. Statistical methods for making sense out of many emotions.
– Clustering emotions and mapping emotional spaces with Factor Analysis
– Methods for count data (e.g., CATA) and measurements.
B. APPLYING EMOTION MEASUREMENT
LECTURE 3 – Meiselman. Traditional questionnaires from academic and clinical frameworks.
– Good sources of emotion terms
– POMS – Profile of Mood States
– MAACL-R – Mood Affective Adjective Check List
– PANAS – Positive Affect Negative Affect Scales
– CES – Consumer Emotions Set – EXERCISE
– Other questionnaires
– Sentiment analysis; Internet mining
Day 2. 0900-1245.
LECTURE 3B – Meiselman. Body responses to Emotions:
– Facial scales
– Physiological Testing
LECTURE 3C – Carr. Statistical methods for comparisons.
– Statistical methods for comparing products, groups or experimental treatments
– Methods specific to the type of data and objective of the comparisons
LECTURE 4 – Meiselman. Commercial emotion research, emotion questionnaires, and emotion business applications.
– CraveItTM and IdeaMapR from Moskowitz Jacobs Inc
– Senso-Emotional Optimization from MMR Research Worldwide
– Geneva Emotion and Odor Scale (GEOS) and ScentMoveTM
– Nestle’s Emotion Measurement (3 phase)
– Adriant’s Sense’n FeelTM Emotion Boards
Lunch
Day 2. 145-430.
LECTURE 4A – Carr. Data Relationships
– Statistical approaches for relating emotions, sensory, physiology, sales data, liking, etc.
– Multivariate mapping techniques and predictive models
LECTURE 5 – Meiselman. Commercial emotion research, emotion questionnaires, and emotion business applications.
– EsSense ProfileR from McCormick. EXERCISE: administer EsSense ProfileR.
– Emotions and Odors (from Korea)
– Wine Emotions (from Italy)
– Spoiled fruit (from Spain)
- Cross cultural studies with emotions – how do methods work globally?
- Interaction of Emotions and other consumer measures, including acceptability.
- Emotions at Conferences
- References and Discussion
430. (END OF COURSE). We will be available for discussion, and questions.
Dr. Herbert L. Meiselman is an internationally known psychologist in sensory and consumer research, product development and food service system design and evaluation. He is Co-Editor of Food Quality and Preference, and was a founding Editor of the Journal of Foodservice. He has held Visiting Professorships at Reading University and Bournemouth University, UK, and Orebro University, Sweden. He is currently on the Research Committee of the Institut Paul Bocuse, Lyon, France.
Herb retired as Senior Research Scientist at Natick Laboratories where he was the highest ranking Research Psychologist in the U.S. government. His accomplishments were recognized with a 2005 Presidential Award. In 2003, Herb was Co-Chairman of the 5th Pangborn Sensory Science Symposium, the largest international sensory and consumer research meeting; he is a member of the Pangborn Executive Committee. He is one of the founders and lecturers of the Targeting the Consumer short course series, and the author of over 170 research papers and Editor of 4 books.
Thomas Carr has over thirty years’ experience applying statistical techniques to all phases of research on consumer products, relating data from different sources: consumer, sensory, instrumental, formula, process and in-market measures. He foundedCarr Consulting in 1995. Tom is Adjunct Professor in Quantitative Sensory Evaluation at Charles Stuart University, NSW Australia.
Tom is co-author of Sensory Evaluation Techniques, 4rd Ed. and Sensory Evaluation in Quality Control and is a member of the Editorial Review Board of the Journal of Sensory Studies. In addition, he serves in Chairman and Delegate capacities for the ASTM (American Society of Testing and Materials) and is Vice-Chairman of the US delegation to ISO (International Standards Organization). He is a member of the American Statistical Association, The Sensometric Society, and related professional groups.
