SMWS creates test to match personality with whisky preferences

By Jo Gilbert

Published: 12 August, 2016

Scottish psychologist Dr Adam Moore and The Scotch Malt Whisky Society (SMWS) are trying to find out if there is a way to predict the perfect whisky flavour for someone with a new psychometic test.

The Flavour Behaviour Test matches personality types to flavours of whisky.

It is the result of a six-month international scientific study carried out by Dr Moore, a psychologist and research scientist based at the University of Edinburgh, and the SMWS - also in Edinburgh.

Dr Adam Moore said: "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."

To create the test, Dr Moore and the SMWS conducted quantative research with over 300 volunteers at tasting events in Edinburgh, London, Islay, Washington D.C., Vancouver and Melbourne.

Each volunteer answered a personality test against five personality criteria (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 and mellow; light and delicate; juicy, oak and vanilla; oily and coastal; and heavily peated.

Dr Moore created an algorithm that analyses answers to the Flavour Behaviour questionnaire to predict which whisky flavours are suited to different personality types.

He 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.

Helen Stewart, senior brand manager at the SMWS, added: "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 aficionados looking for inspiration for new whisky flavours to try."

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