A couple of weeks ago, our team traveled to the UK in order to conduct a very interesting test on three cola-based products in order to understand the mental states and emotions associated with different samples from the consumers’ perspective among look, smell, taste, a 2nd taste, and aftertaste phases.
Our main goal was to analyse implicit emotional markers and explicit measures such as liking, behavioral intentions and familiarity.
We use our T-Box technology, that allows us to record the electrical activity of the group of testers as they would go through the food experience.
The test was conducted amongst 58 participants ranging between 18-65 years old with different dietary habits. It was absolutely interesting realizing that the same product had different responses during each of the phases, which can be related to the familiarity or/and likeability that the UK sample had regarding the colas.
And finally, we could also identify slight differences in liking and familiarity when comparing Males and Females in the cohort. Further studies could take into account societal and/or cultural reasons behind females showing a lower level of approach e.g. more/less health conscious.
That‘s why cultural neuroscience is a very powerful tool to identify the market potential of a product, to go beyond standard research and identify the implicit drives of the target audience’s consumption choices.
You can check out the outcomes on that study HERE, downloading the free report.
