Dr Hal MacFie

Consultant in Sensory & Consumer Science

Hal MacFie Training Services
Company Registration No: 7864651
Company Address: 43 Manor Road
Keynsham, Bristol BS31 1RB, UK
Contact Tel: (44) 0117 9863590

About Us!

Product Optimisation Using Ingredients/Processes and Sensory/Consumer Data

Anne Hasted

30 October 2018

Park Inn by Radisson
Hotel & Conference Centre London Heathrow
Bath Road, Heathrow, Middlesex UB7 0DU

Course Organiser
Hal MacFie
For details and registration e-mail:

This one day workshop covers the approaches to product optimisation which control the recipes/processing variables tested with the aim of giving clear guidance on the key drivers of sensory/consumer responses. There are many different software tools which help with this, creating the experimental sample designs and providing graphical analysis to aid interpretation of the results. We will use Design Expert ( and there will be opportunities for you to “play” with the software and evaluate its ease of use and functionality.

Workshop Outline

  • Motivation for use of structured sample designs.

  • Finding the key influences on consumer liking and sensory characteristics and uncovering interactions between ingredients and process parameters.

  • Using these key parameters to plan further studies to optimise and predict liking.

  • Dealing with more difficult problems -investigating the complete recipe or mixture. 

  • Visualisation of the response surfaces, simultaneous optimisation of several performance measures including cost.


Anne Hasted began her career as an academic statistician at Reading University, leaving in 1989 to set up Qi Statistics Ltd offering statistical training and consultancy support to research and industry. She has wide training and consultancy experience in the food industry, particularly in the area of product improvement.



Motivation for using structured designs, benefits, clarity, efficiency


Factorial Designs – experimenting on several process or product components simultaneously. Interpretation of results, importance of understanding interactions.


Workshop – graphical interpretation of effects




Application to sensory profile data and consumer test data.


What can you do if there are too many samples for an achievable experiment? Compromises and risks.




How and why of Optimisation designs Case Study examples optimising recipes and processes under cost constraints




Workshop on joint optimisation for recipe and cost


Working in constrained spaces -mixture designs. Graphical interpretation. Case Study – optimising liking for a beverage.


Summary of Day Close

Course Venue

Park Inn by Radisson
Hotel & Conference Centre London Heathrow
Bath Road, Heathrow, Middlesex UB7 0DU


A 5-minute bus ride from Heathrow Terminals and a very pleasant place to stay overnight with Radisson service. UK participants can park free for the duration of the course. Public areas include café and lounge areas where training participants can relax between sessions.
We are starting at 8.00am and finishing at 4.00pm to allow participants to join us for dinner the night before and catch a flight home on the day of the course.

Yes: Please enrol me in Product Optimisation Using Ingredients/Processes and Sensory/Consumer Data Heathrow 30 October 2018

To participate fully in the day you will need to come along with a laptop with XLSTAT SENSORY installed. (a 30 day trial version can be downloaded from  ( If you can’t, just let us know and we will hire you a laptop for the day at a cost of £60.00 inc VAT.

Attendance Fee:

£750.00 Inc VAT

Includes lunch and course materials.

Computer Hire:


Laptop with XLSTAT SENSORY installed.

Fees reduced by 5% for members of academia - space limited.

This year we are running four one day courses at the London Heathrow Hotel & Conference Centre. As a special concession we are offering a 10% discount when you register for 2 courses and a 15% discount when you register for 3 courses. If you are considering attending more than one course then please contact us directly and we will take the payment and apply the discount. Contact

Course Registration Fees



Number of Places

Attendance Fee


Computer Hire


Total: £

    Payments and Refund Policy    

For electronic bank transfers: contact for IBAN details
Mailing address for registration and payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom

Tel/Fax +44(0)1179863590

Electronic registration forms to