Taste is perception

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How to create a winning taste? How to launch a successful taste innovation? Find out more in this presentation by Ludovic Depoortere.

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Taste is perception

  1. 1. TASTE 3.0HOW TO CREATE A WINNING TASTE?HOW TO LAUNCH A SUCCESSFUL TASTE INNOVATION? Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
  2. 2. KEY MESSAGESUCCESSFUL TASTE INNOVATIONS ARE NOTDETERMINED BY LIKING ONLY!
  3. 3. CONTENT1. THE PSYCHOLOGY OF TASTE: PERCEPTION VERSUS REALITY2. THE ESSENCE OF TASTE INNOVATION3. THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  4. 4. TASTE = PERCEPTIONWARM FOODS SEEM TASTIER BECAUSE HEATING RELEASES ADDITIONAL AROMAS FROM THE MOUTH TOTHE OLFACTORY RECEPTORS. WARM FOODS ALSO SEEM SWEETER. THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  5. 5. TASTE = PERCEPTIONTHE VISUAL INFORMATION WILL LARGELY INFLUENCE TASTE PERCEPTION. EXPERIMENTS SHOW THATCONSUMERS CANNOT RECOGNIZE ‘ORANGE FLAVOUR’ IN FRUIT JUICE WHEN A BLUE COLORANT IS ADDED. THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  6. 6. TASTE = PERCEPTIONTHE INTENSITY OF THE TASTE PERCEPTION IS STRONGLY CORRELATED WITH COLOUR INTENSITY: HENCETHE DIFFERENCE IN PERCEPTION OF A YOUNG WHITE WINE (ALMOST TRANSPARENT AS WATER) AND A‘GOLDEN BOURGOGNE’. THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  7. 7. TASTE = PERCEPTIONLAST BUT NOT LEAST, AUDITORY IMPULSES ALSO INFLUENCE OUR PERCEPTION. FOR INSTANCE, THE‘FRESHNESS’ PERCEPTION OF ‘CRUNCHY’ CRISPS ! THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  8. 8. “ TELL ME AND I’LL FORGET, SHOW ME AND I MIGHT REMEMBER,INVOLVE ME AND I’LL UNDERSTAND” “ THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  9. 9. TASTE THE PSYCHOLOGY OF TASTE: PERCEPTION & REALITY
  10. 10. A GOOD TASTE INNOVATION FORMULAf (90 % known ingredients + 10 % new ingredients) THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
  11. 11. LAYS, MAAK JE SMAAK (CREATE YOUR FLAVOUR)
  12. 12. IT’S NOT THIS SIMPLE THE IMPORTANCE OF TASTE FROM THE ALPRO POINT OF VIEW
  13. 13. WHAT DOES THIS MEAN FOR YOU? THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  14. 14. IT’S NOT JUST ABOUT TASTE• Sensory preference is multi-dimensionally linked The right complexity The right Sensory caloric pleasure stimulation Being able to The right recognize the body dominant response ingredient
  15. 15. TASTE APPEAL IS ESSENTIAL IN EVERYTHING YOU DO ACTIVATION PLAN
  16. 16. HEALTH / WELLNESSA GREAT OPPORTUNITY FOR SENSORY THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  17. 17. GLOBAL FOOD – FRESH AVAILABLE AROUND THE CORNER THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  18. 18. OVERLOADGUIDE CONSUMERS THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  19. 19. KEY MESSAGEGOOD SENSORY MIX= EMOTION FOR YOUR BRAND THE IMPORTANCE OF A MULTI-SENSORY APPROACH
  20. 20. SENSORYIS EMOTION

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