[stevenwoo]

If one trusts Consumer Reports they do a study every so often on best tasting (one of the cheaper Trader Joe's brand came out on top with EVOO in the middle tier off the top of my head), though if you use only small amounts for cooking one may not be able to tell a big difference. Also some studies showed people preferred rancid oil! so who knows, what we grow up with probably has a heavy influence on taste preferences. You might want to try some white bread and maybe a little garlic mixed in your oil and use that as a dipping sauce to get a sense of the flavor (over just drinking it. :) ). UC Davis might have a California bent and be California ag sponsored but because it has an agricultural college there are plenty of studies originating there about olive oil. Just search UC Davis and olive oil.

[npongratz]

> Also some studies showed people preferred rancid oil!

I was once in a casual, blind taste test at an Anheuser-Busch facility where at least half of the dozen testers preferred the beer whose kegs had been sitting out in the hot sun for two weeks, instead of the kegs of the same vintage that had been sitting in the refrigerated warehouse during that time.

As they say, "there's no accounting for taste."

[leephillips]

People living in industrialized societies, especially the US, are accustomed to the taste of old food, and fresh food tastes wrong to them. Testing packaging that reduces the rate of oxidation exposed this taste preference: in tests many US people preferred slightly oxidized milk, etc., although objectively this is a form of spoilage. Similarly, some people prefer the distorted sound of LPs to accurately reproduced music. People prefer what they’re used to.

[technothrasher]

I can't stand even slightly rancid oils, and I've found that most people don't notice it at all until you point it out to them. Rancid vs fresh peanut butter is the most noticeable one to let people taste test next to each other. Once they identify the rancid smell and flavor they all agree the fresh is better. Though a couple of times I've hit people who just cannot tell the difference. I envy them.