The need for subjective assessments is discussed and two methods of objective analysis of such assessments are presented. One deals with the comparison of pairs of test panels and is illustrated by application to the appearance of semi-gloss emulsion paints and gloss alkyd paints. The other deals with the ordering of sets of paints or properties and is illustrated by application to problems of assessing both gloss and dispersion; it is also applied to a market research investigation. The simple statistical analyses, when allied with careful experimental design, allow these subjective assessments to be used as powerful research tools. Specifically, the examples demonstrate the important role of the energy which is scattered from the paint/air interface. -- AATA