This article introduces advertisers to a new segmentation technique based on an individual’s inherited taste sensitivity—that is, the “supertaster.” Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations. These findings underscore a new vein of segmentation that has great promise for explaining variance in lab, expert, and crowd-sourced evaluations involving matters of taste.
LaTour, K. A., LaTour, M. S., & Wansink, B. (2018). The Impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior [Electronic version]. Journal of Advertising, 58(2), 1-15. doi: 10.2501/JAR-2017-000