Stone, a food scientist, and Sidel, a trained psychologist, collaborated to understand why consumers perceive product differences and similarities. Together they defined the standard on advancing sensory evaluation as an industry method of measuring and understanding customer perception. From this, Quantitative Descriptive Analysis (QDA) was born—a new way of understanding and using sensory evaluation. Their book, Sensory Evaluation Practices, is one of the most respected texts on the subject. The company has grown to comprise a highly educated, motivated staff, 90 percent of whom have earned technical degrees in related fields. We maintain our reputation for excellence by keeping operations completely internalized, subject to rigorous management controls. Such experienced personnel in our facilities and in the field make a tangible difference when it comes to briefing panels, conducting research, and analyzing the results.