So close, yet so far? A methodological investigation of the potential of and optimal sample sizes for the application of Napping as rapid sensory method in marketing contexts

Despite of the recent bridge building between consumer and sensory science, methods
applied in sensory science haven`t yet attracted the attention of marketers. This holds
particularly true for rapid sensory methods, whose application offers manifold benefits for
marketing research. Napping aims at producing sensory maps by arranging products in twodimensional spaces according to their sensory differences and similarities, providing
information about perceived sensory characteristics of products and their relevance for
consumers. So far no empirical work critically investigates methodological issues of Napping.
This paper introduces a large-scale Napping study, serving the purpose of identifying the
optimal sample size for a scientific employment of Napping in marketing contexts. In contrast
to current standards recommending sample sizes of 9-15 respondents, our results suggest
Napping sample sizes of ideally over 30 respondents in order to get statistically sound results.