“TASTE is a unique sense”
Taste is our most important sense that determines the pleasantness and acceptability of food and drinks. The taste components of what we eat and drink consist of different combinations of five basic tastes with different qualities.
We can only define taste by categorizing it: “Bitter, Sour, Sweet, Salty, Umami”
These categories are called “qualities of taste”.
The most important question is how these taste qualities are represented in the brain and emotionally?
Physiological, socio-cultural and psychological factors determine individuals’ food consumption and consequently their perception of taste. Considering these criteria, brands want to know what influences people’s food preferences. In obtaining this information, learning the emotions that guide people’s behavior comes to the fore. In previous Facial Emotion Matching studies, facial images taken on a second-by-second basis while eating were not reliable in terms of muscle movements, and facial images taken before, during and after eating were well below the 95% reliability limits.
– TASTE TESTING with EMONET INTRODUCES A NEW Era!
In the online EMONET method, the groundbreaking technology of NeuroMark as Emotional State Analysis, the person’s face and emotion are mapped against the stimulus or stimuli presented. Using this technique, consumers’ unconscious perceptions, tastes, preferences, reactions and purchasing tendencies are scientifically measured. In the EMONET method, neurological and physiological responses from the central and autonomic nervous systems are reflected and analyzed through blood flow, pupils and facial muscle movements.
In the TASTE TEST study conducted with EMONET, the target audience’s true feelings about the taste of the ‘Product/Brand’ are determined on the basis of 5 emotions. It is learned whether the product/brand has a taste that arouses excitement, is liked and creates positive/negative emotions. The detected emotions become 95% reliable as a result of the personalization work applied in the study.
The feasibility of this test requires a very careful and meticulous design of the Experimental Design. Since EMONET is a physiological and neurological measurement, the eating habits and personal characteristics of the participants should be prioritized.
The TASTE TEST with EMONET method opens the doors of the neuromarketing world to brands in the food sector. This method offers the opportunity to look at the consumer world from a scientific perspective that deciphers emotions by shedding light on the dark parts of consumer preferences and behaviors on the Journey of Taste.
