Paradigm shifts in the measurement of eating and drinking experiences during the past 60 years are presented. Highlights of progress are summarized from the perspectives of (1) who is the focus of measurement, (2) what is being measured, (3) how the experiences are quantified, and (4) where or under what conditions the measurements are made. Among the major paradigm shifts that are highlighted are the transition from trained to consumer panelists; the shift from simple sensory, liking, and hunger/satiety measures to a much wider range of experiences; the evolution of advanced measures to quantify the magnitude of these experiences; and dramatic changes in testing situations and contexts. The goal of these perspectives is to inform the reader of both the progress and remaining challenges in the study of human eating and drinking experience.