Dr Hal MacFie

Consultant in Sensory & Consumer Science

Hal MacFie Training Services
Company Registration No: 7864651
Company Address: 43 Manor Road
Keynsham, Bristol BS31 1RB, UK
Contact Tel: (44) 0117 9863590

About Us!

Product Optimisation Using Ingredients/Processes and Sensory/Consumer Data

Anne Hasted

November 21st 2018
Cliftons Melbourne
440 Collins Street
Melbourne VIC 3000

Course Organiser
Hal MacFie
For details and registration e-mail:

This one day workshop covers the approaches to product optimisation which control the recipes/processing variables tested with the aim of giving clear guidance on the key drivers of sensory/consumer responses. There are many different software tools which help with this, creating the experimental sample designs and providing graphical analysis to aid interpretation of the results. We will use Design Expert ( and there will be opportunities for you to “play” with the software and evaluate its ease of use and functionality.

Workshop Outline

  • Motivation for use of structured sample designs.

  • Finding the key influences on consumer liking and sensory characteristics and uncovering interactions between ingredients and process parameters.

  • Using these key parameters to plan further studies to optimise and predict liking.

  • Dealing with more difficult problems -investigating the complete recipe or mixture. 

  • Visualisation of the response surfaces, simultaneous optimisation of several performance measures including cost.


Anne Hasted began her career as an academic statistician at Reading University, she is now the senior consultant at Qi Statistics Ltd offering statistical training, software and consultancy support to research and industry. She has wide training and consultancy experience in both sensory and consumer research and has an international reputation for “user friendly” training.



Motivation for using structured designs, benefits, clarity, efficiency


Factorial Designs – experimenting on several process or product components simultaneously. Interpretation of results, importance of understanding interactions.


Workshop – graphical interpretation of effects




Application to sensory profile data and consumer test data.


What can you do if there are too many samples for an achievable experiment? Compromises and risks.




How and why of Optimisation designs Case Study examples optimising recipes and processes under cost constraints




Workshop on joint optimisation for recipe and cost


Working in constrained spaces -mixture designs. Graphical interpretation. Case Study – optimising liking for a beverage.


Summary of Day Close

Course Venue

Cliftons Melbourne
440 Collins Street
Melbourne VIC 3000


The course will run at Clifton’s “state of the art facility” in the heart of Melbourne’s CBD. For more details of the venue please visit

Yes: Please enrol me in Product Optimisation Using Ingredients 21 November 2018

There is also the option to attend the course virtually from the comfort of your home or office for an additional fee of $150 (to cover the virtual set up and postage of training material)

Attendance Fee:

US$ 750

Includes lunch and course materials.

Virtual Training:

US$ 150

Live training event

Virtual Training Room

Attend any of our training courses from the comfort of your home or office.  Experience all the benefits of instructor-led training without the hassle of travelling. With Virtual Training Room, you can join a live training event from any location, whether you’re in a cube at work or at home, you’ll feel as if you are physically present in the classroom. Advanced classroom technology enables our presenters to deliver the same live instruction, whether you’re onsite and offsite. Please contact the course leader for more information.

This year we are running three one day courses at the Cliftons venue in Melbourne. As a special concession we are offering a 10% discount when you register for 2 courses and a 15 % discount if you register for all three. If you are considering attending more than one course please contact us directly and we will take the payment and apply the discount. Contact

Course Registration Fees



Number of Places

Attendance Fee

US$ 750

Computer Hire

US$ 150

Total: $

    Payments and Refund Policy    

For electronic bank transfers: contact for IBAN details
Mailing address for registration and payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom

Tel/Fax +44(0)1179863590

Electronic registration forms to