www.vtt.fi Consumer and sensory research VTT has expertise in consumer and sensory science. This combination gives us a solid basis for understanding factors affecting food quality and consumer acceptance. Our aim is to support the development of food applications by producing information that can be utilised in various stages of R&D- process such as product innovation, concept development or defining potential target market. Business from technology O ur studies focus on factors that affect or guide con- sumers’ food choices. We study the interplay between consumer and product characteristics, and analyse how this influ- ences consumers’ product perceptions and their subsequent decision making. By gain- ing insight on consumer characteristics and behaviour, their values, attitudes and life- styles, we aim to understand how consum- ers prioritise different food attributes in their choices and how this information should be applied in marketing efforts. In addition to insight on food choice, our studies help evaluating the potential of certain foods or products among different target groups. We utilise a wide range of qualitative and quantitative research methods. Qualita- tive methods include various interviewing techniques, such as focus group discus- sions and individual interviews. Surveys are used for quantifying consumer attitudes, beliefs and food choice interests as well as segmenting consumers based on their per- ceptions towards studied food or product. In addition to surveys, we have experience in carrying out experimental tests and field experiments with real food samples. These studies have contributed to generating under- standing on how consumers perceive food products with different characteristics such as health claims or marketing messages. In our recent projects we have studied: • barriers for healthy eating among risk-of- poverty consumer groups, • consumers’ perceptions on seafood en- riched with ingredients and how this in- formation should be applied in further marketing activities, • the influence of health claims on food packages and how consumers under- stand them, • novel packaging concepts for food prod- ucts and consumers’ cognitive and af- fective perceptions on them, • consumer acceptance of foods with added fibre (beta-glucan) and the effect of health claim on consumers’ willing- ness to buy
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www.vtt.fi
Consumer and sensory research
VTT has expertise in consumer and sensory science. This combination gives us a solid basis for understanding factors affecting food quality and consumer acceptance. Our aim is to support the development of food applications by producing information that can be utilised in various stages of R&D- process such as product innovation, concept development or defining potential target market.
Recent publications• Dean M, Lampila P, Shepherd R, Arvola A,
Reis AS, Vassallo M, Claupein E, Winkel-mann M and Lähteenmäki L. 2012. Per-ceived Relevance and Foods with Health-Related Claims. Food Quality and Preference , Vol. 24, No. 1, pp. 129–135.
• Heiniö, R.-L., Kaukovirta-Norja, A. & Pou-tanen, K. 2012. Flavor in processing new oat foods. Cereal Foods World. 56 (1), 21-26. 10.1094/CFW-56-1-0021
• Heiniö, R.-L., Nordlund, E., Poutanen, K. & Buchert, J. 2012. Use of enzymes to elu-cidate the factors contributing to bit-terness in rye flavour. Food Res. Int., 45, 31-38. 10.1016/j.foodres.2011.10.006
• Lindman M, Pennanen K, Rothenstein J, Scozzi B & Vincze Z. 2012. The Practise of Customer Value Creation and Mar-ket Effectiveness Among Low-Tech SMEs. Journal of Global Business and Technology Vol. 8, No.1, 1–15.
• Shepherd R, Dean M, Lampila P, Arvola A, Reis AS, Vassallo M, Claupein E, Winkel-mann M and Lähteenmäki L. 2012. Com-municating the Benefits of Wholegrain and Functional Grain Products to Eu-ropean Consumers. Trends in Food Sci-ence & Technology, Vol. 25, pp. 63-69.
• Pennanen K, Luomala H & Solovjova J. 2011. Analyzing the Antecedents and Consequences of Consumer Ethno-centrism amongst Russian Food Con-sumers. Proceedings of the 15th Biennial Academy of Marketing Science World Mar-keting Congress, 763–771.
• Viljanen K., Lille M., Heiniö R.-L. & Buchert J. 2011. Effect of high-pressure pro-cessing on volatile composition and odour of cherry tomato purée. Food Chemistry, 129 (2011) 1759-1765.
• Heiniö, R.-L., Liukkonen, K.-H., Myllymäki, O., Pihlava, J.-M., Adlercreutz, H., Heinonen, S.-M. & Poutanen, K. 2008. Quantities of phenolic compounds and their impacts on the perceived flavour attributes of rye grain. J Cereal Science, 47, 566-575.
quality
• Removal of unwanted sensory properties (e.g. bitterness)
• Enhancement and stabilisation of good sensory properties
Technology and market foresight • Strategic research • Product and service development • IPR and licensing • Assessments, testing, inspection, certification • Technology and innovation management • Technology partnership
VTT TECHNICAL RESEARCH CENTRE OF FINLANDwww.vtt.fi