Matching scotch to your personality

10 August, 2016

A psychologist and research scientist is working with the Scotch Malt Whisky Society to come up with a psychometric test that can match personality types to whisky flavours.

www.Flavourbehaviour.com is said to be the result of a six-month international scientific study carried out by Dr Adam Moore (pictured), who is based at the University of Edinburgh, in association with the SMWS. The project is not in official association with the university.

To create the predictive test, Dr Moore and the SMWS conducted quantative research with more than 300 volunteers at tasting events in Edinburgh, London, Islay, Washington DC, Vancouver and Melbourne.

Each volunteer answered a personality test measuring the ‘Big 5’ personality dimensions (Openness to Experience, Conscientiousness, Extraversion, Agreeableness, Neuroticism). They then rated the 12 core flavours found in whisky by the experts at the SMWS such as sweet, fruity & mellow; light & delicate; juicy, oak & vanilla; oily and coastal; and heavily peated.

Moore analysed the data from the test events and discovered some fascinating correlations between personality and flavour preferences. He used these findings to create an algorithm that analyses answers to the Flavour Behaviour questionnaire to predict which whisky flavours are suited to different personality types.

Dr Moore said: “This has been a particularly exciting research study to be involved in as taste is the least understood of our senses, and this is the first project I’m aware of that has investigated the links between personality traits and preferences for whisky flavours.

“Together with the society, we’ve used decision-making science and psychometric techniques to gather data from research events around the world to create this test, which we hope will help people to find the perfect whisky for them.

“These are early stages for this kind of research, but it’s fascinating to think where this type of study could lead for both how food and drink producers make goods and how consumers choose them.”

SMWS senior brand manager Helen Stewart, said: “At the society, we explore the kaleidoscope of flavours in the whisky spectrum, rather than follow the traditional notions of whisky regions or distillery brands.

“We believe there is a perfect whisky flavour out there for everyone. The Flavour Behaviour Test is a fun and scientifically researched way to help with that search for the perfect dram – from novices struggling to find a whisky flavour they like among all the different varieties, or aficionadoslooking for inspiration for new whisky flavours to try.”





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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