Projective methods reveal what consumers like.

Emerging Food R&D Report | December 1, 2004 | Copyright

The sensory experience and pleasure derived from eating are among the strongest motivators for consumers' repeated choices. Therefore it is important to know which sensory perceptions and experiences of a product are favored or most liked by different consumers in different eating situations.

Consumers also are influenced by subconscious emotions. Scientists at Sweden's industrial research institute SIK, in collaboration with the marketing institute tns gallup, have developed a new projective research system--NeedScope Senser--that helps consumers to articulate and ...

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