THE ROLE OF SENSORY EVALUATION IN FOOD QUALITY CONTROL, FOOD RESEARCH AND DEVELOPMENT: A CASE OF COFFEE STUDY Nguyen Hoang Dzung*, Luu Dzuan Department of Food Technology, HoChiMinh city University of Technology 268 Ly Thuong Kiet, Dist. 10, HoChiMinh City, dzung@hcmut.edu.vn Ha Duyen Tu Hanoi University of Technology 1 Dai Co Viet, Hanoi, duyentu@hut.edu.vn Abstract In Vietnam, the applying of sensory evaluation is only limited in some important coffee or tea manufacturers to grade these products according to an international or national norm (ex. TCVN- 321579). This kind of sensory practice based on operations of some experts. However, quality of food product is a complex issue and not one to be solely defined by the experts who are often searching either for the default of products or for subtleties that are of little interest to the consumer. Of all a product's attributes, the most vital are the sensory properties, as they are most apparent to the consumers. Therefore, the majority of consumer complaints relate directly to sensory quality failures. The case study on coffee products showed that properly trained sensory panels can be used to analyze and to detect quality problems early enough to put them right. In addition, by using preference test, we could gain insight into what might be influencing the consumer preferences and therefore what the key attributes of a product may be. Descriptive methods were used to quantify these key attributes and the applying of multivariate data analysis permitted uncovering sensory derived segments. These data are important in demonstrating that sensory evaluation influences business decisions and ensures product success through understanding and linking consumers and products. Keywords: consumer preference, descriptive analysis, sensory evaluation I. INTRODUCTION Sensory evaluation has been defined as a scientific method used to evoke, measure, analyze and interpret those responses to products as perceived through the senses of sight, smell, touch, taste, and hearing (Stone and Sidel, 1993). This definition has been accepted and endorsed by sensory evaluation committees within various professional organizations such as the Institute of Food Technologists and the American Society for Testing and Materials. The field of sensory evaluation has grown rapidly in the second half of the 20 th century, along with the expansion of the processed-end food and consumer products industries. Nowadays, sensory evaluation becomes a tool irreplaceable in food industry while interacting with the key sectors in food production (Fig. 1). When a consumer buys a food product, they can buy nutrition, convenience, and image. Nevertheless, most importantly consumers are buying sensory properties/performance and sensory consistency. Therefore, sensory evaluation should be an integral part in defining and controlling product quality. Every company committed to quality should support, develop and operate QC/sensory program. Beside it, as Product Development and Marketing functions are requiring new methods and tools to understand both products and consumers, the input of Sensory Science has expanded significantly beyond the “product development phase”. From the inception of an idea through in-market maintenance of product quality, the sensory professional can act as a strategic business partner by providing unbiased data to aid in corporate decision-making.