Azti-Tecnalia works with a panel of more than 3,000 consumers to relate consumption and emotional States
on July 8, 2013
Azti-Tecnalia He is working on a methodology pioneer that seeks to identify the emotions related to the consumption of food in order to design new products and new actions of communication very focused on the reality of the companies and their customers. One of those studies, conducted in collaboration with coffee strength and that it has identified the emotions which are linked to different moments of consumption of one cup of coffee, was presented last July 5 enterprises of the food sector in the Café Iruña in Bilbao.
Emotions are determinants in purchasing decisions, hence an expert on marine research technology centre and food Azti-Tecnalia is conducting in his sensory laboratory studies to identify the emotions (desires, aspirations, and motivations, others enter) that influence the behaviour of consumers and habits associated with food, in order to guide and focus the design and implementation of new products on the market from one knowledge of more deep emotions that behind.
According to Leire Barañano, Director of the Azti-Tecnalia research food unit, "the benefits of these studies for the food industry are multiple since, in addition to helping to identify new niche markets, know what food trends will have impact in these niches and the society in general it allows to respond before the competition to the present and future needs of consumers."
"Know the emotional component around the food consumption" says Barañano, "it enables the development of new products that provide experiences more accepted and demanded by consumers, as well as new ones that can enter the market businesses". And not only that, concludes "is an indispensable tool for designing actions of communication and marketing in the target of the emotions of consumers".
