Authored by Michael Nestrud, PhD
Curion recently sponsored the UC Davis Sensory Hub Special Collections Day, where over 70 scientists and researchers gathered to discuss sensory science, context, and the evolution of Quantitative Descriptive Analysis (QDA). We had the honor of presenting how Curion QDA™ has remained relevant over 50 years of scientific progress, how we apply it today, and where we see it heading.
Reflecting on QDA’s legacy is also a look back at our roots. QDA marked the beginning of Curion as we know it today, laying the foundation for who we are and how we continue to evolve. Watch The Evolution of Curion video to see the journey from our QDA beginnings to where we are now.
What is QDA?
Quantitative Descriptive Analysis is a method used to systematically measure and describe the sensory attributes of products. It utilized trained consumers, not experts, who develop their own lexicon with guidance, but not biased input from the researcher. This focus on sensory attributes provides a standardized scale to measure the product experience rooted in the language of the product user. This is extremely important because it ensures any analysis of that experience is rooted in sensory properties that consumers can actually perceive – other methods developed around the same time use trained experts and create mountains of language with unknown relevance to the consumer experience.
The Origins of QDA: A Silicon Valley Innovation
The history of QDA is rooted in the pioneering era of Silicon Valley. At Stanford Research Institute (SRI) in the 1970s, researchers Herbert Stone and Joel Sidel sought to quantitatively capture human sensory perception. In the same innovative space that birthed the computer mouse, artificial intelligence, and the internet, they developed the statistical methodologies and graphical tools that formed the foundation of QDA.
Recognizing its commercial potential, Stone and Sidel founded Tragon over 50 years ago. Tragon QDA (as it was then known) became a cornerstone of sensory research, enabling companies to systematically contextualize and quantify consumer perceptions.
The Science Behind QDA: A Shift in Understanding Sensory Perception
To understand QDA, we must first recognize a fundamental principle: products do not contain sensory profiles—people do. Products possess physical properties, which are interpreted uniquely by individuals. For example, the same billiard ball reflecting a measurable wavelength might appear red to one person, orange to another—yet the ball itself has no inherent color.
Why QDA Stands the Test of Time
Despite being developed decades before these scientific advancements, Curion QDA™ naturally aligns with modern models of human perception. Joel Sidel, trained as a behavioral psychologist at US Army Natick Research Labs, understood the need for methodologies that account for human variability—leading to QDA’s reliance on ANOVA (Analysis of Variance).
The Future of Curion QDA™
At Curion, we continue to refine QDA to meet the needs of modern research. We predict:
- A Resurgence of QDA – As other methodologies struggle to align with current psychological models, QDA’s scientific rigor and adaptability will drive renewed adoption.
- Reintegration of Consumer Lexicon Methods – Methods such as DDA, Free Choice Profiling, Sorting, and Projective Mapping will regain relevance due to their emphasis on contextual language.
- QDA as Legal Evidence – Courts increasingly rely on “reasonable consumer” criteria in product-related litigation. QDA’s ability to quantify sensory perception could shape legal rulings, while methods ignoring variability may prove liabilities in court.
- AI-Powered Lexicon Development – AI’s strength in analyzing human language makes it a natural fit for refining and enhancing sensory lexicons.
The culture of innovation that began at Tragon over 50 years ago continues at Curion today. As fields like neuroscience, behavioral psychology, and consumer science evolve, so does Curion QDA™—providing the tools to accurately measure consumer perception and its influence on behavior.
From Stanford Research Institute to Tragon QDA, and now Curion QDA™, our mission remains the same: Helping companies understand the mind of the consumer.
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Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
