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Abstract(s)
A compreensão do estilo cognitivo individual tem vindo a ganhar terreno como um dos tópicos de destaque na análise sensorial. Ainda que a aplicação de métodos de medição seja ainda reduzida nesta área, a compreensão da estratégia de pensamento de um painel é fundamental para a diferenciação dos participantes e para entender como as diferentes formas de raciocínio levam a diferenças estratégicas na avaliação de produtos. Inicialmente, estava previsto o desenvolvimento de um sistema de recolha de dados de mapeamento projetivo com uma maior sensibilidade, contudo, com o avançar do período de estágio, não se conseguiu garantir a solução tecnológica final, pelo que este trabalho incidiu essencialmente na avaliação do impacto do estilo cognitivo dos consumidores aquando da aplicação de uma metodologia de mapeamento projetivo. Para o efeito, realizou-se a tradução e validação do Cognitive Style Index, que efetua a medição do estilo cognitivo do individuo através da soma das pontuações obtidas nas respostas a 38 afirmações. Consoante o valor, o participante será posicionado como intuitivo, quase-intuitivo, adaptativo, quase-analítico e analítico. O estilo cognitivo de cada participante foi cruzado com os dados de mapeamento projetivo, seguido da aplicação de ultra flash profiling, efetuado com um conjunto de amostras de maionese. Para cada grupo de estilo cognitivo, foi efetuada uma Análise Fatorial Múltipla (MFA), de forma a perceber a relação amostras-atributo. De forma geral, o grupo dos consumidores com tendência mais analítica discriminam mais as amostras quando comparados com os consumidores com estilo mais intuitivo. A nível de caraterização, os grupos analítico e adaptativo possuem um maior número de atributos, reforçando assim a sua capacidade de análise mais profunda dos produtos.
The understanding of the individual cognitive style has been gaining ground as one of the hot topics in sensory analysis. Although the application of measurement methods is still limited in this area, understanding the thinking strategy of a panel is fundamental to differentiate the participants and to understand how different ways of thinking lead to strategic differences in product evaluation. Initially, the development of a projective mapping data collection system with a higher sensitivity was planned, however, as the internship period progressed, the final technological solution could not be guaranteed, therefore, this work focused essentially on the evaluation of the impact of the consumers' cognitive style when applying a projective mapping methodology. To this end, the Cognitive Style Index was translated and validated, which measures an individual's cognitive style by adding up the scores obtained in responses to 38 statements. Depending on the value, the participant would be placed as intuitive, quasi-intuitive, adaptive, quasi-analytical and analytical. The cognitive style of each participant was cross-referenced with the projective mapping data, followed by the application of ultra flash profiling, performed with a set of mayonnaise samples. For each cognitive style group, a Multiple Factor Analysis (MFA) was performed to understand the sample-attribute association. In general, consumers with a more analytical tendency discriminate more between samples when compared to consumers with a more intuitive style. In terms of characterisation, the analytic and adaptive groups have a higher number of attributes, thus reinforcing their ability to analyse the products more thoroughly.
The understanding of the individual cognitive style has been gaining ground as one of the hot topics in sensory analysis. Although the application of measurement methods is still limited in this area, understanding the thinking strategy of a panel is fundamental to differentiate the participants and to understand how different ways of thinking lead to strategic differences in product evaluation. Initially, the development of a projective mapping data collection system with a higher sensitivity was planned, however, as the internship period progressed, the final technological solution could not be guaranteed, therefore, this work focused essentially on the evaluation of the impact of the consumers' cognitive style when applying a projective mapping methodology. To this end, the Cognitive Style Index was translated and validated, which measures an individual's cognitive style by adding up the scores obtained in responses to 38 statements. Depending on the value, the participant would be placed as intuitive, quasi-intuitive, adaptive, quasi-analytical and analytical. The cognitive style of each participant was cross-referenced with the projective mapping data, followed by the application of ultra flash profiling, performed with a set of mayonnaise samples. For each cognitive style group, a Multiple Factor Analysis (MFA) was performed to understand the sample-attribute association. In general, consumers with a more analytical tendency discriminate more between samples when compared to consumers with a more intuitive style. In terms of characterisation, the analytic and adaptive groups have a higher number of attributes, thus reinforcing their ability to analyse the products more thoroughly.
Description
Keywords
Estilo cognitivo Análise sensorial Mapeamento projetivo Analítico Intuitivo Cognitive style Sensory analysis Projective mapping Analytic Intuitive