IVACE – FEDER CONTEXT

Objective

The main objective of this R&D project is to develop methodologies that incorporate technological solutions to effectively integrate contextual factors (consumption context) into consumer research. The implementation of immersive environments is proposed to recreate different consumption contexts through virtual reality.

Specifically, the purpose of this project is to develop a methodological model closer to consumer reality, with specific application in sensory tests with consumers in product development. The aim is to seek a technological solution to provide richer contextual realism to standard laboratory test approaches by integrating virtual reality into experimentation.

To this end, the research activity, developed in collaboration with companies in the definition of needs and in the experimentation and testing phase, will focus on achieving the following specific objectives:

Definition of the characteristics and requirements that a sensory research model with consumers closer to the real perception of the consumer must meet.
Study and selection of the best V.R. technological option for the purpose of the project and the best technology provider.
Definition of the functionalities required for the adaptation and integration of the technological solution to be implemented in consumer studies.
Development of a functional prototype of a VR device integrated into the sensory system.
Validation of the system through experimental studies.
Dissemination of the project results to all interested groups.

Activities

Preliminary studies on immersive environments in consumer research.
Definition of immersive technology for sensory evaluation of foods.
Pilot tests with immersive technologies.
Communication and dissemination of the project.
Transfer and promotion of results.
Management and coordination.

Results obtained

Comparison between products: similar results are obtained, although it seems to discriminate more between them.
Product visualisation through the integrated cameras does not appear to pose a problem for the evaluation of visual attributes.
More active consumers consider it a novel experience, but state that they are more distracted when evaluating the products, find it harder to adapt and do not feel as comfortable or involved as in CLT or HUT.
More experimentation is needed.
Greater engagement is expected in the CLT+VR condition.
More experimentation is needed.