The impact of multiple immersion levels on data quality and panelist engagement for the evaluation of cookies under a preparation-based scenario

Prior research indicates using immersive technologies to restore relevant contextual cues during product acceptance testing leads to more discriminating and reliable data likely due to improved ecological validity and heightened panelist engagement. However, as the use of immersive technologies in food and consumer product testing is emerging, the opportunities and limitations associated with such paradigms remain largely unexplored. To gain further insight, panelists assessed cookie liking in a traditional testing environment devoid of contextual information and two immersive environments in which audiovisual and olfactory cues depicting the baking of cookies in a home kitchen were presented. In the mixed immersion condition contextual information was presented to panelists via computer screen, head phones and localized aroma dispersion while evaluating cookies in a sensory booth. In the full immersion condition, the same information was presented via video wall, surround sound ceiling speakers and hidden scent dispersal. Following a three-Week hiatus, panelists re-assessed the same cookies in the same three conditions. Despite panelists indicating similar levels of engagement in the two immersive conditions, hedonic data proved to be more discriminating and reliable in the fully immersive environment. These data indicate that scenarios depicting food preparation provide relevant contextual information that can influence product liking. Moreover, as the level of immersion becomes more complete, the discriminability and reliability of consumer acceptance data improves. Whether similar findings are observed with other product-scenario combinations remains to be explored. (C) 2016 Elsevier Ltd. All rights reserved.