Product Description A Handbook for Sensory and Consumer Driven New Product Development explores traditional and well established sensory methods (difference, descriptive and affective) as well as taking a novel approach to product development and the use of new methods and recent innovations. This book investigates the use of these established and new sensory methods, particularly hedonic methods coupled with descriptive methods (traditional and rapid), through multivariate data analytical interfaces in the process of optimizing food and beverage products effectively in a strategically defined manner. The first part of the book covers the sensory methods which are used by sensory scientists and product developers, including established and new and innovative methods. The second section investigates the product development process and how the application of sensory analysis, instrumental methods and multivariate data analysis can improve new product development, including packaging optimization and shelf life. The final section defines the important sensory criteria and modalities of different food and beverage products including Dairy, Meat, Confectionary, Bakery, and Beverage (alcoholic and non-alcoholic), and presents case studies indicating how the methods described in the first two sections have been successfully and innovatively applied to these different foods and beverages. The book is written to be of value to new product development researchers working in large corporations, SMEs (micro, small or medium-sized enterprises) as well as being accessible to the novice starting up their own business. The innovative technologies and methods described are less expensive than some more traditional practices and aim to be quick and effective in assisting products to market. Sensory testing is critical for new product development/optimization, ingredient substitution and devising appropriate packaging and shelf life as well as comparing foods or beverages to competitorâs products. Review Complete with case studies, this practical guide examines new product development by investigating the use of sensory methods in the process of optimizing food and beverage products About the Author Dr. Maurice O'Sullivan has worked in the food industry as a flavor chemist for Diageo Baileys and Guinness as well as holding the position of Global Regulatory Affairs Manager for Diageo Baileys. He has also worked as a food technologist and product development scientist for Dawn Farm Foods. He has a Ph.D. in Sensory and Consumer science from the Department of Food Science, University of Copenhagen, Denmark as well as MSc. and BSc. Degrees in Food Science and Technology from University College Cork (UCC). Currently he is working in the School of Food and Nutritional Sciences, University College Cork as a Senior Lecturer, as well as managing sensory and flavour based projects involving a diverse selection of products. He has published over 200+ research papers as well as +100 conference presentations and 46 book chapters. He collaborates extensively with the food industry on varied product optimization and development projects. He is a member of the European Sensory Network (ESN) as well as research coordinator for the FoodUnique network. He is also the author of A Handbook for Sensory and Consumer Driven New Product Development: Innovative Technologies for the Food and Beverage Industry (331 pages) with Elsevier/Woodhead Publishing Ltd., United Kingdom.