Taste is perception
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Transcript of Taste is perception
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HOW TO CREATE A WINNING TASTE?
HOW TO LAUNCH A SUCCESSFUL TASTE INNOVATION?
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
TASTE 3.0
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KEY MESSAGE
SUCCESSFUL TASTE INNOVATIONS ARE NOT
DETERMINED BY LIKING ONLY!
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CONTENT
1. THE PSYCHOLOGY OF TASTE: PERCEPTION VERSUS REALITY
2. THE ESSENCE OF TASTE INNOVATION
3. THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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TASTE = PERCEPTION
WARM FOODS SEEM TASTIER BECAUSE HEATING RELEASES ADDITIONAL AROMAS FROM THE MOUTH TO
THE OLFACTORY RECEPTORS. WARM FOODS ALSO SEEM SWEETER.
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
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TASTE = PERCEPTION
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
THE VISUAL INFORMATION WILL LARGELY INFLUENCE TASTE PERCEPTION. EXPERIMENTS SHOW THAT
CONSUMERS CANNOT RECOGNIZE ‘ORANGE FLAVOUR’ IN FRUIT JUICE WHEN A BLUE COLORANT IS ADDED.
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TASTE = PERCEPTION
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
THE INTENSITY OF THE TASTE PERCEPTION IS STRONGLY CORRELATED WITH COLOUR INTENSITY: HENCE
THE DIFFERENCE IN PERCEPTION OF A YOUNG WHITE WINE (ALMOST TRANSPARENT AS WATER) AND A
‘GOLDEN BOURGOGNE’.
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TASTE = PERCEPTION
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
LAST BUT NOT LEAST, AUDITORY IMPULSES ALSO INFLUENCE OUR PERCEPTION. FOR INSTANCE, THE
‘FRESHNESS’ PERCEPTION OF ‘CRUNCHY’ CRISPS !
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TELL ME AND I’LL FORGET,
SHOW ME AND I MIGHT REMEMBER,
INVOLVE ME AND I’LL UNDERSTAND”
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
“ “
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TASTE
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
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A GOOD TASTE INNOVATION FORMULA
f (90 % known ingredients + 10 % new ingredients)
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
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LAYS, MAAK JE SMAAK (CREATE YOUR FLAVOUR)
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IT’S NOT THIS SIMPLE
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
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WHAT DOES THIS MEAN FOR YOU?
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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IT’S NOT JUST ABOUT TASTE • Sensory preference is multi-dimensionally linked
The right complexity
The right caloric
stimulation
Being able to recognize the
dominant ingredient
The right body
response
Sensory pleasure
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TASTE APPEAL IS ESSENTIAL IN EVERYTHING YOU DO
ACTIVATION PLAN
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HEALTH / WELLNESS
A GREAT OPPORTUNITY FOR SENSORY
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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GLOBAL FOOD – FRESH AVAILABLE AROUND THE CORNER
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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OVERLOAD
GUIDE CONSUMERS
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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KEY MESSAGE
GOOD SENSORY MIX
= EMOTION FOR YOUR BRAND
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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SENSORY
IS EMOTION