How we connect the dots

Methodology

We can scientifically assess how humans perceive texture, fragrance, and taste, as well as how cultural influences impact the entire sensory experience.

We are convinced that cultural neuroscience can serve as a stimulant for traditional consumer research by providing a framework for understanding the other data streams that are collected such as sensory experience, qualitative and quantitative approaches. We have developed a unique consumer research methodology that integrates implicit and explicit data collection.

Traditional research, on the other hand, is not entirely reliable due to memory biases and the necessity to rely on retrospective recollection.

Thimus’ work is heavily influenced by culture, with an emphasis on understanding how cultural influences effect food perception and the food experience.

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A Holistic Approach to Consumer Research

We have a unique consumer research methodology that combines implicit and explicit data collection. 

This is different to traditional research which is not completely reliable due to memory bias and the need to rely on retrospective memory. 

Culture is a key factor in Thimus’ work, with an emphasis on understanding how cultural influences shape food perception and the food experience.

Data analytics

We compare data sets collected from multiple fields of research, to create a more complete picture of how humans process food experiences. When paired with data collected on cultural influences, this technique yields insights not present in traditional sensory studies.

1

NEURO DATA

Collecting high-quality EEG data on brain activity to better understand human behavior and motivation. It sounds complicated because it is: it demands extensive knowledge (which we have!).
2

TRADITIONAL SENSORY ANALYSIS

To better understand subjective hedonic responses during a sensory experience, we collect meaningful explicit data via survey administration. The interplay of implicit and explicit data is what distinguishes our approach. This is where our six years of intensive consumer insights experience is advantageous.
3

CULTURAL DATA

There is inadequate data collection on people's cultural backgrounds in neuroscientific research. We have demonstrated that integrating this qualitative perspective in our investigations aids in explaining and predicting people's eating habits.
4

HEALTH, EMOTION, BEHAVIOR

To identify the factors that contribute to a product, brand, and experience, we combine our scientific knowledge with psychological insight. We can learn more about the relationship between the unique attributes of the population and consumer responses by examining the characteristics of the sample.