This event is organised by the IFST Sensory Science Group
Speakers will talk about the sensory journey the consumer goes on and the choices at different moments, as well as the emotional journey. This ultimately enables the design of products the consumer wants, that meet the consumer expectation at the different touch points, and also product experiences that really fit into people's lives.
There will be a workshop following the presentations and tours of the BAT sensory facility will be offered.
What participants will learn:
All about consumer sensory journeys, i.e. walking through the steps of product use and the senses that are involved, as well as, the sensory experience of each and what influences consumers’ choices at different points or moments etc.
Target audience:
Sensory and consumer scientists, product developers, technical managers, product managers, quality professionals, Early Career Scientists, UG and PG students
Speakers:
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Simon Hails - Client Services Director, Sam Research Simon has 30 years experience in the field of sensory and consumer research in both agency and clientside roles. He has had the opportunity to work across multiple food and non-food fmcg categories over the course of his career, including confectionery, snacks, flavourings, healthcare and home and personal care. His expertise lies in research design, statistical analysis and modelling, and generation of strategic insight. Presentation The talk will encourage people to think beyond the traditional parameters of descriptive profiling which are typically limited to the immediate act of consumption or usage to take a broader perspective of the overall experience. After all, each element of consumer interaction contributes to the perception of and connection with the brand. If we take a slightly different perspective, we will release that many of these can be objectively defined and measured. Through this process, a more holistic point of view of the consumer experience can be generated, which can sometimes lead to creative inspiration…. |
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Chris Lukehurst - Consumer Psychologist, The Marketing Clinic Chris is a Consumer Psychologist and has been leading The Marketing Clinic for just over 20 years. The Marketing Clinic use Consumer Research and Consultancy to help clients map and understand consumer emotional journeys and connect these back to the functional attributes that prompt them. They help brands to improve consumer experiences through better products, innovation and communication. Presentation Product sales and even blind taste tests often defy what sensory experts tell you. Why do objectively better products so often underperform against others? Consumers do not respond logically to flavours and textures, their response is emotional. When we can understand this emotional response, where it comes from, why, and how we can leverage it, we can produce products that consumers love and come back for again and again. |
Fees:
£30 - IFST members
£100 - Non-members