The consumers evaluated the meat in sessions with up to
12 consumers in each session. Although the consumers in
the same session had the meat served in the same order,
the serving order was randomised between sessions. In
Roskilde, the meat was served to the consumers in a sensory
laboratory (ISO 8589, Sensory analysis – General
guidance for the design of test rooms, 1988). In Holstebro,
the meat was served in a focus room with all consumers
seated at individual tables with a distance of approx. 2 m
between the tables. For each piece of meat, the consumers
were asked to indicate their degree of liking on a 15 cm
unstructured line scale ranging from 0 (‘dislike very much’)
to 15 (‘like very much’). The measure of the term ‘preference’
referred to in this paper, represented therefore a
degree of liking or acceptance of the products, but not a
direct comparison of preference by choice such as obtained
in paired preference tests. After the nine samples the consumers
completed a questionnaire including demographic
questions (age, gender etc), habits (how often do you
buy....?, how often do you eat....?, how do you usually
cook....?) and questions about attitudes towards meat
(do you agree or disagree that meat is healthy, pork is
healthy, pork is tender etc?). The result of the questionnaire
will be published elsewhere.