MMR at Pangborn
David Thomson and Chris Marketo both presented posters at the recent Pangborn Sensory Science Symposium in Florence. Approximately 900 sensory scientists from the academic and commercial world came together to discuss the latest initiatives at this biennial event.
David's poster presented an MMR-funded research project making use of the latest techniques for linking product sensory charactersitics to emotions. Twelve brands of dark chocolate were tasted blind by everyday consumers. Very different conceptual / emotional profiles were obtained for each product demonstrating how subtle differences in sensory characteristics can give rise to very different profiles within the narrow product category. These data were then analysed in conjunction with data from an expert sensory panel to understand the links between specific sensory characteristics and the conceptualisations / emotions. There are very clear commercial applications for this technique for any brandowner looking to ensure their products convey the essence of a brand's emotional character.
This study also provided David with some of the material used in his presentation during the workshop entitled "Measuring consumer response to consumer products".
Chris was a co-author of a poster presented by Michele Carrabotta from The Coca-Cola Company . This poster used a recent research project which helped our client develop products which were able to transcend international borders by looking at sensory segments. The research also illustrated the different levels of consonance and dissonance between different unbranded liquids and their corresponding brands.
Both posters are available below. As the file sizes are quite large, do please contact us if you would prefer us to mail you an A3 paper version.
Finally, you might like to look at some of the photos we took whilst in Florence.
