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Ecuadorian consumers performed paired preference tests between sunflower rye bread and artisan wholegrain bread enriched with omega-3 fatty acids. Preferences for each were split fairly evenly. Further difference tests suggested that these preferences were elicited by visual rather than flavor/texture cues. The preference test included a 'placebo' pair of 'identical' stimuli to assess statistically whether the responses to the two test stimuli were merely because of response biases operating in the test situation and not differences in their sensory attributes. The concept of an 'operational preference' was introduced to understand some of the ambiguities involved in the definition of preference. PRACTICAL APPLICATIONS The measurement of preference and acceptance of foods is important for product development and decisions regarding the launching of new products on to the market. The paired preference test has several problems associated with its design and analysis, and these are worthy of investigation. This article uses a practical example to illustrate some procedures developed as solutions to these challenges. Solutions to the problems involved in preference testing are essential so that the food industry can obtain trustworthy data. [ABSTRACT FROM AUTHOR]