Consumer responses of attribute liking and intensity as well as overall liking of commercial chocolate were evaluated in four types of testing situations (central location, in‐home, teaching laboratory and formal sensory laboratory). The aim was to determine if there were differences in these responses based on testing situation. This was also an attempt to evaluate and validate the use of in‐home testing for product development samples. Perceptions of certain attributes were found to differ in different testing situations but liking scores of these attributes did not. Consumers were more critical of attributes when tested in a formal sensory laboratory. All four locations tested gave similar results, meaning that, conducting sensory panels at home is as valid a method of collecting consumer opinion as traditional locations. It should be noted that the use of a formal sensory laboratory might have an impact on cost effectiveness of new product development. Results are more likely to indicate the need to continue formulation in order to perfect attribute scores, although this may not actually improve consumer‐liking scores. This continued product development only serves to increase the costs and slow the speed to market.
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