Journal of Berry Research 2 (2012) 45–61 DOI:10.3233/JBR-2011-027 IOS Press 45 Framing the perfect strawberry: An exercise in consumer-assisted selection of fruit crops Thomas A. Colquhoun a , Laura A. Levin a , Howard R. Moskowitz b , Vance M. Whitaker c , David G. Clark a,d and Kevin M. Folta c,d,∗ Plant Innovation Program, University of Florida, Gainesville, FL, USA a Environmental Horticultural Department, University of Florida, Gainesville, FL, USA b Moskowitz Jacobs Inc., White Plains, NY, USA c Horticultural Sciences Department, University of Florida, Gainesville, FL, USA d Graduate Program in Plant Cellular and Molecular Biology, Gainesville, FL, USA Received 5 September 2011; accepted 6 November 2011 Abstract. While hands-on, focus-group-based testing may be used to measure consumer preference, other computationally-based methods have also proven effective in testing opinions and sentiment toward a product. The IdeaMap ® approach presents online, human subjects with a suite of attributes that define a given product. The subjects rate the product as these attributes change in various combinations. Upon analysis, individual attributes of the product, identified as consistently favorable or unfavorable, become apparent. In applying this methodology to strawberries, three-hundred and six subjects representing a broad cross-section of demographics from the United States were surveyed. The subjects rated perceived strawberry fruits based on appearance, texture, health benefits, flavor, point of purchase, and how they were consumed. Results from these experiments define the individual elements of a strawberry that contribute to or detract from an “ideal” strawberry experience. Furthermore, the results of this study indicate that sweetness and complex flavors are the most important attributes, while perceived health benefits had little influence on consumer preference. The point of purchase can have a strong positive or negative effect, depending on the demographic fraction. Additional analysis of these results illustrate that there is not a single, perfect strawberry. Specific likes, dislikes and preferences change with ethnicity, age, gender, urban or suburban location, education and marital status. The results from this study can help shape breeding priorities as well as provide important guidance for marketing to specific demographics in the interest of increasing strawberry consumption. Keywords: IdeaMap, psychophysics, strawberry, Fragaria, flavor 1. Introduction The cultivated strawberry (Fragaria × ananassa Duch.) is an economically valuable small fruit crop with fruit containing numerous, diverse chemical compounds that can benefit human health and nutrition. These compounds include antioxidants (especially vitamin C and pelargonidin-3-glucoside) vitamin B6, ellagic acid, and folic acid [1, 2]. Multiple lines of in vitro, animal or clinical evidence indicate that strawberry-prevalent compounds have potential health benefits such as cellular anti-proliferative activities [3, 4], lipoprotein control and cardio-protective effects [5, 6], maintenance of blood glucose levels [7], and prevention of specific digestive disorders [8]. The health benefits alone provide a sound rationale to encourage greater strawberry consumption. Improved flavors and aromas would likely further increase strawberry consumption. ∗ Corresponding author: Kevin M. Folta, Horticultural Sciences Department, 1301 Fifield Hall, Gainesville, FL 32611, USA. Tel.: +1 352 273 4812; E-mail: kfolta@ufl.edu. 1878-5093/12/$27.50 © 2012 – IOS Press and the authors. All rights reserved