New York

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!

Hands on Consumer Driven Product Optimization

Three one-day workshops designed to give you the knowledge practice and tools to analyse consumer test data and to optimise the sensory properties of foods, beverages, personal products.

Hal MacFie and Anne Hasted

10 to 12 October 2018
Paris, France

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

Dr. Hal MacFie is a statistician by training, with an international reputation in the areas of product assessment and consumer research. Author of over 100 scientific publications and three books, he was Head of Consumer Science at the Institute of Food Research, Reading England, before becoming Director of the Institute. Dr. MacFie is now an independent consultant, Visiting Professor at Reading and Nottingham Universities and European Editor of Food Quality and Preference.

Anne Hasted began her career as an academic statistician at Reading University, but now runs 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.

Day 1 Exploratory and Modelling methods for Consumer Research

Designed to take you through the key methods that we use in consumer science and explain how they work and how they are applied to consumer data. Emphasis is given to the practical decision making that is made after each analysis. Participants will apply the methods to real life data using XLSTAT routines and will be guided by the written solutions that are a unique feature of Hal MacFie Training. These solutions give you the possibility to pick up the notes after 6 months or a year and remind yourself how a technique works and then apply it to your own data.

Deliverables: Analysis of variance one two and three way applied to sensory and consumer data. Theory, application and analysis experience in Principal Components (with rotation), Correspondence Analysis, Quadratic regression and inspection of response surfaces and the XLSTAT PREFMAP module applied to a single liking variable.

Day 2 Segmentation, Mapping and Portfolio optimisation
Segmentation Masterclass
: This will give attendees a unique perspective: understanding and experience with the three main segmentation algorithms. Practical guidance onselecting the correct algorithm for the task, selecting the optimum cluster set, testing for stability will be given.
The key question with clusters is to identify any predominant characteristics of the membership ability and we will show a variety of approaches for this.

Deliverables: AHC, KMEANS and Latent Class Segmentation. Cluster Diagnostics and stability testing. Demographic and Psychographic analyses

Preference Mapping: The workings of the XLSTAT Preference Mapping module will be described, and its application to overall means, segment means and individual scores demonstrated. Product prototype selection and reverse regression to predict the sensory properties of a prototype will be followed by a new section exploring how to integrate the open- ended question responses into the decision making process.. In some categories Preference Mapping on consumer measures are gradually replacing sensory panel scores and a short section will exemplify this approach. Finally an assessment of the role and validity of internal, external and probabilistic models in this application will be discussed

Deliverables: External Preference mapping, Reverse Regression, Using open ended comments, Optimising product portfolios across segments and markets. Comparing internal and external models.

Day 3 What can you do with 3 samples or less?

This section is designed for the very important class of trials that collect CLT or Home Use test on 1 to 3 samples. Preference mapping models are not possible with these trials but there are many techniques that are well suited to product optimisation and can be applied to a single product trial.

Deliverables:Penalty analysis, Ideal Point Profiling, Kano Analysis using CATA data

Concept optimisation and Product matching. Many concept trials ask multiple questions including sensory about one or more concepts. How can we examine segmentation in the response to a single concept? Which concepts do we select for further development?

Deliverables: Factor Analysis and Segmentation on question batteries.

Typically consumer scientists are asked to supply a product that not only matches sensory expectations but enhances the emotional response and reinforces the Brand. We describe PLS on Fit to Concept measures and the use of Multiple Factor Analysis to handle sensory expectation trials. Brand conceptualisations including sensory, emotion and function can be investigated using CATA and Best-worst measures. MAXDIFF scales for prototypes and concept enable the best matching product to be selected.

Deliverables: Partial least Squares, Fit to Concept, Sensory expectation trials, Multiple factor Analysis, Best-Worst, MAXDIFF scales, Concept to product matching.

Based around the use of XLSTAT, attendees will gain practical experience using real-life examples and will be able to save their work to take away, so they will be competent to start using their expertise from day 1 after the course. (There is an option to purchase XLSTAT -Sensory at a discounted price.)

Course Outline

Day 1 Exploratory and Analytical methods for Consumer Science

9.00-9.15 Introductions


Analytical: Analysis of variance
t-testing, one and two-way analysis of variance tables, least
significant differences, multiple comparisons tests, fixed and random effects, type 1, 2, 3 sums of squares
XLSTAT exercises on consumer and sensory data


Exploratory- Principal Component Analysis
Definition, graphical explanation, scaling. Sample maps, correlation maps, biplots. Interpretation. XLSTAT exercises. Rotating for Interpretability

12.30 Lunch


Exploratory- Correspondence Analysis
Frequency data applications, theory and interpretation, CATA, XLSTAT anlysis Lunch



Exploratory- Cluster Analysis
Distance and similarity measures, clustering algorithms, dendrogram, defining clusters. XLSTAT exercises

16.00-17.00 Analytical- Quadratic regression and simple Preference mapping

Ideal point model, quadratic response, surfaceresponse diagrams, picking an optimum, multi-response problems. XLSTAT exercise

Day 2 Segmentation, Mapping and Product Optimisation


Segmentation Masterclass
AHC versus Kmeans versus Latent Class Analysis
Choosing the method. How many clusters?
XLSTAT exercises
Testing the Stability of the solution. How many non-discriminators?
XLSTAT exercises


Demographics, Psychographics and Segments.
ANOVA approach, Chi-square, Correspondence and CHAID approach


Preference Mapping using the XLSTAT
PREFMAP module
Ideas behind the method, different strategies (overall versus segment means or individuals). Contour plotting. Interpretation of output, decision making.
Exercises in XLSTAT




What Sensory Properties will the Desired Product Have?
Using the preference maps to identify “optimal” products. Estimating their sensory properties using reverse regression. XLSTAT exercise

15.00 -16.00

Open ended comments and Multimarket optimisation in Preference mapping
Role of open ended comments, Quantification
Selecting products for global markets
Virtual reality versus booth testing
Case study. Methodology, Results

Day 3 What can you do with 3 products or less?
9.00-9.45 JAR Scales and Penalty Analysis

Correlation with liking, XLSTAT Penalty Analysis routine. Interpretation and decision making.
XLSTAT Exercises
9.45-10.45 Ideal Point Profiling
Ideal point scoring, Radar Plotting, Analysis, Product Optimisation
XLSTAT exercise
11.00-12.00 CATA Data and Kano Impact Analysis
CATA data, significance testing, Kano approach.  XLSTAT CATA routine
12.00-13.00 Lunch
  Concept Optimisation and Product matching
13.00-14.30 Concept and single product trials and analyses
Data set up and theory
Factor Analysisand Segmentation analysisof concept question batteries and interpretation
XLSTAT exercises
14.45-15.45 Matching Product to concept
PLS of Fit to concept on sensory data
Expectation, Blind and Informed testing, design, conduct and analysis
Multiple Factor Analysis theory and XLSTAT Exercises
16.00-17.00 Conceptualisation theory, Best-Worst scaling and Analysis
Matching sensory and emotion to concept. XLSTAT exercises
17.00  Close

About the Course Venue:

To be Announced



Yes: Please enrol me in Hands on Consumer Driven Product Optimization Course 10 - 12 October 2018

Registration fees:

Registration fees:                                                                   
€2100 euros
Attendees will receive a free 1 year license to XLSTAT  
Convert to permanent copy XLSTAT SENSORY (€1695) €700
Includes three lunches and one dinner, course materials,
Fees reduced by 5% for members of academia - space limited.
Attendees may bring along their own PC laptops for the exercises and we will install a free copy of XLSTAT software on your computer. (We do not guarantee to load XLSTAT if you have an unusual software configuration.)

Discounts: We offer a 10 % discount on registrations when two or more people from the same company register for the same course, at the same time.

Registration Policy:  Registration is not final until payment is received. Unpaid spaces will be opened to new registrants 30 days ahead of courses.

Payment:  Payment may be made in US dollars, Euros or GB pounds via the Worldpay Gateway or into Currency accounts. Contact for routing and IBAN details of the currency account you require.

Refund Policy: Cancellation of registration can be made up to 30 days ahead, and return of payments, minus reasonable administrative expenses, will be made for these cancellations. Cancellations within 15 to 30 days of the course start will receive a credit for a future course. Registrants who fail to attend or cancel less than 15 days prior to the seminar start date are responsible for the entire fee.

Substitution of another person for the same course may be made at any time.


Course Registration Fees



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 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