When asked to express their preference in terms of expected senso- ry traits, consumers indicated that the attribute with the highest relative importance in EVOO was bitterness and pungency (54.6% of impor- tance), with a preference for low intensity (part-worth utility of 0.12) (Table 3). The relative importance of olive fruitiness was 45.4%, with preference oriented towards high intensity (part-worth utility of 0.21). Consumers were clustered according to their expected liking for the EVOO proposed sensory profiles. Consumers from Cluster 1, which accounted for 47% of participants, considered bitterness and pungency the most important oil sensory characteristic (68.1% of importance), negatively correlated to intensity (part-worth utility of −0.83). Also in Cluster 2, representing 22% of the population sample, bitterness and