Overview
ISO 11136:2014 - Sensory analysis - Methodology - General guidance for conducting hedonic tests with consumers in a controlled area provides standardized guidance for measuring how much consumers like (or relatively like) products. The standard applies to hedonic consumer tests carried out in a controlled testing area where responses are collected directly from consumers (paper, keyboard, or touch screen). Note: behavioural tests (for example, recording ad libitum consumption quantities) are explicitly outside the scope.
Keywords: ISO 11136:2014, hedonic tests, sensory analysis, consumer testing, controlled area, liking measurement.
Key topics and technical requirements
ISO 11136:2014 outlines the main elements required to design, run and report hedonic consumer tests. Core topics include:
- Preliminary considerations: defining the study proposal and target population.
- Consumer sample: recruiting strategies (task-specific recruitment, recruitment from a consumer pool), selection questionnaires, representativeness and segmentation of consumers.
- Sample size: guidance on decisions for statistical measurement, sample-size determination, subgroup work and safety margins in recruitment (annexes provide worked examples).
- Test area and session organization: requirements for a controlled test area, session planning (single vs multiple sessions), number and nature of products per session, and pre-test considerations.
- Product preparation and presentation: anonymous presentation, quantity and form of samples, randomization/assignment plans (see Annex C).
- Test procedures: recommended formats for rating tests, paired-comparison tests (see ISO 5495), and ranking tests (see ISO 8587), plus recommended questionnaire content and assessor instructions.
- Data analysis and reporting: inferential analysis approaches, reporting requirements, examples of data analysis (Annexes E–H) and minimum sample-size calculations.
Practical applications and who uses ISO 11136:2014
ISO 11136:2014 is intended for professionals involved in consumer sensory evaluation and product development, including:
- Food and beverage manufacturers conducting consumer liking studies
- Sensory scientists and statisticians designing hedonic tests
- R&D teams optimizing product formulations for consumer acceptance
- Quality assurance and market research groups comparing products against competitors
- Test-lab managers establishing controlled-area consumer testing protocols
Typical applications include comparing a product to competitors, optimizing formulations to increase consumer liking, and defining product ranges to match target consumer segments.
Related standards
- ISO 5495 - Paired-comparison tests (referenced)
- ISO 8587 - Ranking tests (referenced)
- Developed by ISO/TC 34/SC 12 (Food products - Sensorial analysis)
ISO 11136:2014 helps ensure hedonic consumer tests are consistent, reproducible and suitable for robust decision-making in product development and consumer research.