Let's be honest, the main concern of the agrifood companies is to sell their products at an appropriate price. In order to achieve this goal, it is essential to KNOW WELL our client, THE CONSUMER. It is clear that the consumer is unique and specific to each place, therefore, companies must understand that when you want to face an INTERNATIONALIZATION it is not enough to have a good product, it must be adapted to the market where it is going to be sold. There is a lot of information about the variability of results in affective studies, therefore, it is essential that these works are planned and executed with the utmost rigor. If not, the sensory analyst will encounter a huge multitude of useless data. The most modern and innovative techniques will be learned to study the opinion of national and international consumers and know their opinion about new products, their preference, degree of satisfaction and willingness to pay.