The present invention recognizes and takes advantage of the fact that there is a correlation between a consumer's overall like or dislike of two particular products (hedonic test results), each evaluated individually, and the likelihood that the consumer will choose one product over the other (forced choice test results) in a forced choice comparison. Taking advantage of this correlation, it is possible to determine the likelihood that a consumer will choose one product over another product of the same type simply by conducting hedonic testing and without specifically conducting forced choice testing.
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