MANE’s Flavour Division has been investigating the relation between flavours and emotions through the E-Capture consumer research programme since 2008. The latest research focusing on the cappuccino segment leverages cutting edge research techniques mixing cross-modal association principles and facial coding. The paper derived from the research was selected for ESOMAR’s annual congress, which took place in Istanbul in September, and was awarded Best Case History prize, highlighting the most interesting research application to assist customers.
The novel research techniques of the E-Capture programme, developed with our consulting partner QRI, enable MANE to create powerful flavours, designed to enhance consumer experience in alignment with the marketing strategies of our customers.
ESOMAR is the Market Research Organization, setting the standards for the profession worldwide.
Synopsis of the paper:
"This is a joint supplier/client case history which will discuss methodology and results, review the value of the research in terms of what it contributed to MANE’s Flavour Division and demonstrate how the data was used in contributing to the success of that business. MANE worked with QRI Consulting (formerly CRAM international funded by Peter Cooper) since 2008 to develop an innovative and more diagnostic approach to flavour testing by measuring emotional responses using the principles of synaesthesia and facial coding techniques. Those techniques have now been used in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant cappuccino in the UK."
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