Coffee Label Assessment Using Sensory and Biometric Analysis of Self-Isolating Panelists through Videoconference

Abstract

Label concepts, information, logos, figures, and colors of beverages are critical for consumer perception, preference, and purchase intention. This is especially relevant for new beverage products. During social isolation, many sensory laboratories were unable to provide services, making virtual sensory sessions relevant to studying different label concepts and design preferences among consumers. This study proposed a novel virtual sensory system to analyze coffee labels using videoconference, self-reported, and biometric analysis software from video recordings to obtain sensory and emotional responses from 69 participants (power analysis: 1 − β > 0.99) using six different label concepts: (i) fun, (ii) bold, (iii) natural, (iv) everyday, (v) classic, and (vi) premium. The results show that the label concept rated as having the highest perceived quality was premium, presenting significant differences (p < 0.05) compared to all of the other concepts. The least perceived quality score was attributed to the bold concept due to the confronting aroma lexicon (cheese dip), which is supported by previous studies. Furthermore, even though graphics, colors, and the product name can be considered positive attributes, they do not determine perceived quality or purchase intention, which was found for the bold, everyday, and classic concepts. The findings from this study were as expected and are consistent with those from similar publications related to labels, which shows that the proposed virtual method for sensory sessions and biometrics is reliable. Further technology has been proposed to use this system with multiple participants, which could help beverage companies perform virtual sensory analysis of new products’ labels.