free hierarchical sorting procedure: towards a …...appellation-based wine taxonomy. interviews...
TRANSCRIPT
Contact: [email protected]
Supported by Inter Beaujolais , région Rhône-Alpes and CIFRE
Three groups are common to both the consumer panels and only 1 was shared by the expert panel. But, for all panels, the first terms used to describe groups are similars and related to the
appellation-based wine taxonomy.
Interviews results highlight that expert and familiar consumer panels use top-down strategies (use of concepts, knowledge) while unfamiliar consumer panel use bottom-up strategies (use
of perceptions). So, for familiar consumer panel, the exposure and the familiarity to these wines contributed to the use of similar categorization processes than expert panel.
Conducting interviews at the end of sorting tasks provides additional informations on categorization strategies and thus a better understanding of assessor’s perception.
Introduction
Free Hierarchical Sorting procedure: towards a better
understanding of assessor’s perception? C. Honoré-Chedozeau 1,2, S. Chollet 3, J. Ballester 1, M. Lelièvre-Desmas 3, B. Chatelet 2, V. Lempereur 2, D. Valentin 1
CONTEXT
Categorization is a cognitive process used in everyday life to understand and to interact
with perceptions from our environment, helping us to organize our knowledge. It has been
shown that expertise modify categorization process. Do experts and consumers
understand categories in the same way ? To find answers, wine is an ideal model as
wines are organized into a priori categories and taxonomies.
AIM
Beaujolais wines are distributed on an appellation-based wine taxonomy:
Do experts and consumers use this taxonomy to categorize Beaujolais wines?
Materials & Methods
From Lille area From Beaujolais area
PANELS
Experts (professionals)
Consumers (familiars)
Consumers (unfamiliars)
Results
1 UMR Centre des Sciences du Goût et de l’Alimentation, CNRS, INRA UB, France – 2 IFV-SICAREX Beaujolais, France – 3 Institut Supérieur d’Agriculture, France
11th Pangborn Sensory Science Symposium – 23/27 August 2015, Gothenburg, Sweden
How these wines are represented by experts and consumers?
What are the strategies used to categorize these wines?
Do expertise and familiarity lead to different categorization processes?
7 red wine PDOs 70 red wine labels
PROCEDURE THE APPELLATION-BASED WINE TAXONOMY
Discussion & Conclusion
N=30 N=30 N=30
2
1
3
Free Hierarchical Sorting task on labels
- Bidirectional (ascending/descending)
Verbalization
Semi-directed interview
Reading of wine labels
«I have started by reading all the labels» Deductions, seeking clues on labels
«I looked at the post code» Attempt to appropriate expert knowledge
Stereotypical / Fixed method
Activation of knowledge
«… from knowledge I have on these different appellations» PDO (Protected Designation of Origin) «I separated [labels] by appellation»
Feeling (message perceived) «… what the winemaker intented to communicate» Inferences «… with an idea of a quality difference in my mind»
Diversified / Flexible method
INTERVIEW ANALYSIS
The Free Hierarchical Sorting data were analysed by Multiple Factor Analysis coupled with Hierarchical Ascending Classification from collective hierarchies per panel
Fleurie Régnié
cru
Morgon Côte-du-Py
typicité
Beaujolais Villages millésime
coteau
Beaujolais typique soutenu
Beaujolais Villages Nouveau
Beaujolais Nouveau
Beaujolais Nouveau humoristique
non défini
Beaujolais Nouveau Beaujolais Villages Nouveau
primeur fête
Beaujolais Villages évolué vieux
Beaujolais simple
non village non cru
Fleurie cru
agréable
Régnié cru
garde
Morgon cru
région Côte-du-Py
Beaujolais Nouveau / Beaujolais Villages Beaujolais / Beaujolais Villages Nouveau
Morgon même nom
69 - 71
Régnié Rhône
non connu
Fleurie Lyon corsé
2 départements
BEAUJOLAIS BEAUJOLAIS
VILLAGES
MORGON BEAUJOLAIS
VILLAGES
NOUVEAU
BEAUJOLAIS
NOUVEAU
REGNIÉ – FLEURIE - MORGON BEAUJOLAIS
VILLAGES
BEAUJOLAIS BEAUJOLAIS NOUVEAU
BEAUJOLAIS VILLAGES
NOUVEAU
FLEURIE REGNIÉ MORGON
Consumers (familiars)
6 groups 6 groups Experts
(professionals)
4 groups Consumers (unfamiliars)
BEAUJOLAIS NOUVEAU - BEAUJOLAIS VILLAGES NOUVEAU
- BEAUJOLAIS VILLAGES - BEAUJOLAIS
FLEURIE REGNIÉ MORGON