taste is perception
DESCRIPTION
How to create a winning taste? How to launch a successful taste innovation? Find out more in this presentation by Ludovic Depoortere.TRANSCRIPT
HOW TO CREATE A WINNING TASTE?
HOW TO LAUNCH A SUCCESSFUL TASTE INNOVATION?
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
TASTE 3.0
KEY MESSAGE
SUCCESSFUL TASTE INNOVATIONS ARE NOT
DETERMINED BY LIKING ONLY!
CONTENT
1. THE PSYCHOLOGY OF TASTE: PERCEPTION VERSUS REALITY
2. THE ESSENCE OF TASTE INNOVATION
3. THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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
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.
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’.
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 !
TELL ME AND I’LL FORGET,
SHOW ME AND I MIGHT REMEMBER,
INVOLVE ME AND I’LL UNDERSTAND”
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
“ “
TASTE
THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
A GOOD TASTE INNOVATION FORMULA
f (90 % known ingredients + 10 % new ingredients)
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
LAYS, MAAK JE SMAAK (CREATE YOUR FLAVOUR)
IT’S NOT THIS SIMPLE
THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
WHAT DOES THIS MEAN FOR YOU?
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
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
TASTE APPEAL IS ESSENTIAL IN EVERYTHING YOU DO
ACTIVATION PLAN
HEALTH / WELLNESS
A GREAT OPPORTUNITY FOR SENSORY
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
GLOBAL FOOD – FRESH AVAILABLE AROUND THE CORNER
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
OVERLOAD
GUIDE CONSUMERS
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
KEY MESSAGE
GOOD SENSORY MIX
= EMOTION FOR YOUR BRAND
THE IMPORTANCE OF A MULTI-SENSORY APPROACH
SENSORY
IS EMOTION