Biosensors in sensory testing
How do consumers react to flavors and fragrance? We can help you find out. Traditional sensory testing may be too limited to be able to predict consumer acceptance of products, due to both the difficulty of capturing reactions through words, but also the nuance inherent to our senses and individual preferences. Biosensors give you access to automatic responses by uncovering the influences, emotions, and moods that occur nonconsciously in your customers outside of conscious awareness and bias – adding a whole new layer of insight to your research.
Emotions and Flavor
Researchers use iMotions to detect emotions associated with preferences in food and beverages. Using facial expressions measured throughout an experience – seeing, smelling, and tasting – will measure the different emotional expressions (disgusted, satisfied, bored) as significant predictors of how much participants like the flavor. Likewise, electrodermal activity (EDA) has been employed to predict how much the aroma is appreciated by consumers. Finally, electroencephalography (EEG) offers the possibility of exploring the underlying brain activity of food choices and cravings, thereby allowing researchers to tap into the minds of consumers. In short, the use of objective biosensors can be valuable and at times necessary to overcome the potential subjective biases occurring in traditional self-reported survey responses.
Read more: Science of Taste
Fragrance and Aroma Research
Some of the world’s largest cosmetic companies and fragrance houses use iMotions to predict the fragrance and aroma preferences of different customer demographics, and to categorize the emotion of each scent. One way of doing this is by utilizing the affective circumplex model.
EDA and heart rate sensors can help provide insights into the emotional intensity of the odor, where facial expression analysis and EEG can help with the emotional valence. Fragrance studies using biosensors can investigate the emotional connection that exists between a brand’s customers and their products, ensure that product claims are scientifically supported, and that the products have the intended effect on consumers.
iMotions can also be used to measure and analyze different product packaging and the effect it might have on different consumer groups. Using biosensors like galvanic skin response and facial expression analysis in packaging tests, you can assess in-the-moment emotional reactions to ascertain the expected acceptance. At the same time you can track visual attention with an eye tracker to see if logo and other design features are attracting the desired attention.