Perceptual mapping of apples and cheeses using projective mapping and sorting

Abstract

Projective mapping, also called napping, was introduced to the chemosensory community as a multidimensional data-collection method in which panelists place products directly into a two-dimensional space based on their perceived similarity. Sorting is a form of nominal level measurement in that a pair of products is either placed in the same category or not for each subject. Analysis of projective mapping data is typically performed with multiple factor analysis, and sorting is typically performed with multidimensional scaling (MDS). This study took an exploratory empirical look at apple and cheese product systems separately in a direct comparison of sorting (analyzed by MDS) with projective mapping (analyzed with MFA). Product maps were similar for both the sorting and projective mapping procedures. Subjects had more difficulty with the apples than the cheeses. Cluster analysis was easier to interpret for the napping configurations. © 2010, Wiley Periodicals, Inc.