One of my favorite mindfulness writers Rick Hanson (http://www.rickhanson.net/) writes about how we have a negativity bias. He says our brains are like velcro for negative experiences but positive experiences are quickly forgotten. This makes sense, he writes, as it protects us from harm. A negative experience can be dangerous or even deadly, but it can also lead us to unnecessarily ruminate or perseverate (my mother’s description of this habit I have) over non-dangerous negative experiences. Read his book Hardwiring Happiness to find out how you can take in your positive experiences more fully and learn to perseverate over your happy memories too. I highly recommend it!
So how does this relate to sensory? I’ll never forget the question I ‘missed’ during my first big interview for my job with Land O’Lakes. I had been doing okay most of the day, and then I got a real stumper.
My (now) friend Liz asked me ‘name a time that you were pressured to make a decision but decided defer until a later time instead.’
I racked my brain. Huh? That’s an option? People will let you do that? Thinking, thinking, thinking… ‘Wow. That’s a toughie. I’m having difficulty remembering a time.’
Liz- ‘It’s okay if you don’t have something. That is a really hard one.’
Oh thank god! ‘Yeah. It’s just that people don’t really accept that do they? When they want a decision, you usually have to give them one.’
Having the benefit of much more experience and perspective now, I actually think that is a really good question, and I think that I probably could come up with an answer now. I think it is important to consider that sometimes no decision is an option. Of course, you have to remember that no decision is still a decision with just as many consequences as any other option in front of you. Having said this, the fact still remains that there are certain people, who when they ask for a decision or switching gears back to sensory when they ask for data will absolutely not tolerate no for an answer, even if no is ultimately the best answer.
Okay how does this relate to the SSP conference? I’m getting there readers, I’m getting there. One of the themes of the conference was the emergence of a lot of really good rapid methods. Now I don’t know the motivation for the development of these methods, but I’m speculating a little here. One of the concepts that I followed in industry was the right tool for the job. We too developed some internal rapid methods. We used them for instances when we needed sensory data, but it didn’t make sense to use the tools that we already had.
People can only ask for what they have. So maybe someone requests what seems like an outlandish use of resources for a simple question. They need the data. If the only tool you have is an electron microscope, you’ve got to use it. Or maybe not. You’ve got Amazon Prime. You can order a magnifying glass and it will be here tomorrow. Win, win. Now someone else can use that electron microscope who really needs it, and your requestor will still get the level of data they need.
One of the new tools that I really liked was the development of rapid competitive assessment technique by Lauren Dooley and her colleagues at Kellogg’s. Rather than conducting a traditional drivers of liking study, they conducted 3 focus groups using check all that apply sensory descriptors. They didn’t get the same information as a true drivers, of course, but they were able to provide ‘clear product development direction and understanding of the general competitive category landscape.’ I can absolutely see instances where a technique like this would have been extremely helpful in my previous role. This is reminding me of Jeannine’s talk about when to break the rules and when not to. When is the rapid method okay, and under what business scenarios do you want the robust data? I’d love to hear your thoughts in the comments.
I have a few more SSP related posts planned too, so I hope you are enjoying them. Then we’ll return to updates on the goings on here in the Hayes lab. Today I am preparing taste solutions that will be used as part of the National Health and Nutrition Examination Survey (http://www.cdc.gov/nchs/nhanes.htm). It’s a very large study that seeks to understand the nutritional status of adults and children in the United States. One of the things I love about my new job is the wide variety of projects that I get to touch in a given month. It’s something new every week.













