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Contact: [email protected] Supported by Inter Beaujolais , région Rhône-Alpes and CIFRE Three groups are common to both the consumer panels and only 1 was shared by the expert panel. But, for all panels, the first terms used to describe groups are similars and related to the appellation-based wine taxonomy. Interviews results highlight that expert and familiar consumer panels use top-down strategies (use of concepts, knowledge) while unfamiliar consumer panel use bottom-up strategies (use of perceptions). So, for familiar consumer panel, the exposure and the familiarity to these wines contributed to the use of similar categorization processes than expert panel. Conducting interviews at the end of sorting tasks provides additional informations on categorization strategies and thus a better understanding of assessor’s perception. Introduction Free Hierarchical Sorting procedure: towards a better understanding of assessor’s perception? C. Honoré-Chedozeau 1,2 , S. Chollet 3 , J. Ballester 1 , M. Lelièvre-Desmas 3 , B. Chatelet 2 , V. Lempereur 2 , D. Valentin 1 CONTEXT Categorization is a cognitive process used in everyday life to understand and to interact with perceptions from our environment, helping us to organize our knowledge. It has been shown that expertise modify categorization process. Do experts and consumers understand categories in the same way ? To find answers, wine is an ideal model as wines are organized into a priori categories and taxonomies. AIM Beaujolais wines are distributed on an appellation-based wine taxonomy: Do experts and consumers use this taxonomy to categorize Beaujolais wines? Materials & Methods From Lille area From Beaujolais area PANELS Experts (professionals) Consumers (familiars) Consumers (unfamiliars) Results 1 UMR Centre des Sciences du Goût et de l’Alimentation, CNRS, INRA UB, France – 2 IFV-SICAREX Beaujolais, France – 3 Institut Supérieur d’Agriculture, France 11th Pangborn Sensory Science Symposium – 23/27 August 2015, Gothenburg, Sweden How these wines are represented by experts and consumers? What are the strategies used to categorize these wines? Do expertise and familiarity lead to different categorization processes? 7 red wine PDOs 70 red wine labels PROCEDURE THE APPELLATION-BASED WINE TAXONOMY Discussion & Conclusion N=30 N=30 N=30 2 1 3 Free Hierarchical Sorting task on labels - Bidirectional (ascending/descending) Verbalization Semi-directed interview Reading of wine labels «I have started by reading all the labels» Deductions, seeking clues on labels «I looked at the post code» Attempt to appropriate expert knowledge Stereotypical / Fixed method Activation of knowledge «… from knowledge I have on these different appellations» PDO (Protected Designation of Origin) «I separated [labels] by appellation» Feeling (message perceived) «… what the winemaker intented to communicate» Inferences «… with an idea of a quality difference in my mind» Diversified / Flexible method INTERVIEW ANALYSIS The Free Hierarchical Sorting data were analysed by Multiple Factor Analysis coupled with Hierarchical Ascending Classification from collective hierarchies per panel Fleurie Régnié cru Morgon Côte-du-Py typicité Beaujolais Villages millésime coteau Beaujolais typique soutenu Beaujolais Villages Nouveau Beaujolais Nouveau Beaujolais Nouveau humoristique non défini Beaujolais Nouveau Beaujolais Villages Nouveau primeur fête Beaujolais Villages évolué vieux Beaujolais simple non village non cru Fleurie cru agréable Régnié cru garde Morgon cru région Côte-du-Py Beaujolais Nouveau / Beaujolais Villages Beaujolais / Beaujolais Villages Nouveau Morgon même nom 69 - 71 Régnié Rhône non connu Fleurie Lyon corsé 2 départements BEAUJOLAIS BEAUJOLAIS VILLAGES MORGON BEAUJOLAIS VILLAGES NOUVEAU BEAUJOLAIS NOUVEAU REGNIÉ – FLEURIE - MORGON BEAUJOLAIS VILLAGES BEAUJOLAIS BEAUJOLAIS NOUVEAU BEAUJOLAIS VILLAGES NOUVEAU FLEURIE REGNIÉ MORGON Consumers (familiars) 6 groups 6 groups Experts (professionals) 4 groups Consumers (unfamiliars) BEAUJOLAIS NOUVEAU - BEAUJOLAIS VILLAGES NOUVEAU - BEAUJOLAIS VILLAGES - BEAUJOLAIS FLEURIE REGNIÉ MORGON
