The Dynamic Duo – P&K’s Legacy
BACKGROUND
David R. Peryam (1915 – 1992) & Beverley J. Kroll (1929 – 2021) had a passion to measure and understand consumer preferences and the reasons behind these preferences. Both were prolific contributors to the field of Sensory Science. David, known as the ‘Father of Sensory Evaluation’ and Beverley, an astute business woman, joined forces and together founded P&K Research Corporation.
WHERE IT ALL BEGAN
They met at the Quartermaster Food and Container Institute (QMFCI) in Chicago. During that time, David Peryam, a psychologist, had been hired to head the Food Acceptance Research Branch. Beverley Kroll was assisting the operations of the Food Acceptance Testing Laboratories.
Expert judgement, trained panels and consumer judgement were used to develop quality specifications for Army rations and testing was conducted in laboratories primarily using the preference method.
The first panel booths for food product sensory evaluation in the United States (1945-1957).
TRADITIONAL HEDONIC SCALE
Questionnaire used for food preferences with hedonic scale method.
One of the greatest accomplishments from the Food Acceptance Branch was the development of the 9-point hedonic scale. The scale length was determined experimentally (5, 7, 9, and 11). All proved similar in discrimination, but the 9-point length resulted in greater repeatability and due to the limitations of paper size and fixed pitch typewriters, the nine point was the scale of choice.
The 9-point scale originally was tested conceptually – directing the test subject to focus their attention toward their feeling about the food, and later with actual stimuli.
Soldiers test coffee in the mess hall at Fort Bragg (Department of Defense photo).
KID-FRIENDLY HEDONIC SCALE
With the growth of products marketed toward children, the need for testing with children increased because of their influence on purchase decision. In 1990, Beverley realized that the science was static and did not keep up with the needs of this specialty population. After reviewing child-oriented word scales designed by others, a decision was made to develop a new scale and it was named the P&K scale.
Children 8-10 also tested using self-administered questionnaire in sensory booths.
THE GROWTH OF P&K RESEARCH
The Beginning
The need of CPG’s for consumer research coupled with the move of the QMFCI to Natrick, MA led Beverley to create Food Facts (currently known as P&K Research).
The Dynamic Duo
In 1964, David joins Beverley. David had the technical knowledge and Beverley the practical application know-how.
The Start of their Success
In the late 1970’s, a major cookie manufacturer with production in Chicago together with Beverley and David, established a discrimination panel.
Increase in demand
In the late 1980’s, the need for consumer insights across several categories grew in demand. The company gained success in Illinois.
Expansion
After its success in Illinois, the second facility was established in California in the late 1980’s. This facility was personally designed by Beverley.
Buy out
In 1985, Beverley bought David out. David stayed with the company as Chief Science Officer.
Texas
In the 1990’s, Texas became the third P&K Research location.
Press
In 1993, the Chicago Tribune featured P&K Research with the article “Putting new food products to the test.”
David R. Peryam Award
In 1995, Beverley Kroll and the ASTM Committee E18 established the David R. Peryam Award to recognize outstanding professionals in the applied sensory science field. Beverley was also a recipient of this award.
New York
In 2004, P&K Research opened its fourth location in New York.
Recognition
In 2011, P&K featured in Honomichl Top 50 as one of the top Market Research companies in the United States.
Philanthropy
Beverley becomes increasingly active in charitable causes.
Global Reach
Beverley pushed the company’s expertise world-wide.
LEGACY
David R. Peryam and Beverley J. Kroll were pioneers in the field and thanks to their contributions, P&K Research is a leader in sensory and consumer testing. The company is a research partner to the world’s leading CPG companies and continues to grow.