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For academic and multiple registration discounts, please contact us before registering. 

This course has been developed for technical and supervisory personnel involved in all aspects of sensory and consumer research.


Drivers of Liking® Principles & Applications

November 9 - 11, 2022

Presented at The Greenbrier Resort

White Sulphur Springs, WV


In-person attendance | $1,890*

Virtual attendance | $1,575*




  • Printed manuals of slides and exercises

  • 3-month free software trial of IFPrograms® Professional 

  • A printed copy of our book, Tools and Applications of Sensory and Consumer Science and PDF downloads of the following 2 books: Thurstonian Models: Categorical Decision Making in the Presence of Noise and Readings in Advertising Claims Substantiation.

The instructors for this course will be:


The Institute for Perception


The Institute for Perception

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The Institute for Perception

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Molson Coors Beverage Company

Wednesday, November 9  |  8am - 4pm ET


  • Introduction of the two course projects: Chocolate chip bitterness reduction research (Project I) and cookie ingredient change (Project II)

  • Why link consumer and sensory data?

  • Overview of the sensory and Drivers of Liking® (DOL) spaces

  • How to approach a category appraisal (IFPrograms software exercises)

    • Product selection using graph theory

    • Method comparison to generate sample presentation orders (random, Williams Squares, CR&S)

    • Multiple day effect, complete vs. incomplete block designs 

  • Two common analytical mapping options

    • Factor analysis (Project I) and external preference mapping (Project II)

    • Assumptions and potential limitations of the two techniques

  • Review of the background to mapping consumer hedonic data: modeling liking, biplots, unfolding

  • Introduction to Landscape Segmentation Analysis®

    • Successive analytical steps

    • Modeling approach

  • Applications of LSA principles to Project I and Project II (IFPrograms software exercises)

    • Project I: LSA on consumer data

      • Product space generation

      • Investigation of the space drivers of liking

      • Illustration of weak and strong DOLs

      • Comparison to previous factor analysis results

Thursday, November 10  |  8am - 4pm ET


  • Applications of LSA principles to Project I and Project II (Cont.)

    • Project II: LSA on consumer data

      • Product space and DOLs

      • Color coding of consumers based on segmentation

      • Investigation of demographic effects

      • Comparison to previous external preference mapping results

  • A comparison of LSA and internal preference mapping

    • Contrasting assumptions and outputs

    • Three-dimensional solution example – The ’Cube’

    • Application to 27 real-world category appraisals 

  • A comparison of LSA and external preference mapping

    • Illustration of differential consumer fits

  • Diagnosing the need for a three-dimensional solution

    • Application to an orange juice example (IFPrograms software exercises)

  • Going beyond the Drivers of Liking® space 1: Predicting new product success

    • Conditions for successful predictions

    • Applications to Projects I and II (IFPrograms software exercises)

Friday, November 11  |  8am - Noon ET


  • Going beyond the Drivers of Liking® space 2: Creating optimal product sensory profiles and portfolios

    • Portfolio optimization strategies: Maximizing consumer satisfaction and maximizing First Choice (IFPrograms software exercises)

    • Project I: Maximizing consumer satisfaction with one or two products

    • Project II: Maximizing First Choice based on own products and main competitor 

  • Next level learning: Using incomplete block designs

    • Situations where a complete block design is not possible

    • Comparison of outputs between complete blocks and incomplete blocs scenarios (IFPrograms software exercises)

  • LSA applications to other types of consumer generated data (with IFPrograms software exercises)

    • Applications of LSA in the beer category

    • Measuring brand effects on consumer landscape using 10 white wines

    • Motivations for product consumption

    • Moisturizing and refreshing properties of soap bar images

    • Usage occasions

    • Children and adults’ preferences of food concepts 

  • Review of course principles and conclusions


Please enter your information below to register for this course. Those registering 2 or more attendees from the same company are eligible for a 10% discount on the 2nd registration. Please contact us before registering if you are eligible for a discounted rate.