Please Don’t Make Me Think About Thinking! Use of neuro-physiological indices reveal deeper insights into the emotional responses of consumer for flavour evaluation

Takasago International (Singapore) collaborated with Macromill and Centan in a neuro-physiological study evaluating consumers’ flavour preferences in Indonesia.

Overview

In the product development process, testing of product tastes and likings to assess consumers' acceptance is important for food and beverage manufacturers. For flavour houses, this is no exception. Typically, testing of a product flavour among consumers is conducted using a structured questionnaire.

Product flavour testing is challenged by the ability of consumers to describe flavours. This is especially so in Asia, where consumers seem to have a limited vocabulary in describing flavours. Further, consumers in some Asian countries tend to be relatively reserved and polite in their responses. Flavour testing using hedonic liking questions and attributes rating scales...

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