Project description
Neuroscience applied to consumer research and product testing
The testing phase of a product is costly for the food and beverage industry. However, it is estimated that 85 % of new products meet negative reception by the market because of insufficient data related to consumer preferences. The sector is seeking methods to minimise mistakes, decrease testing time, and increase the flow of critical information that will enhance product acceptance. The Thimus company has created a self-evaluation kit (SEK) that responds to this need. A first, the EU-funded MANTICA project will apply neuroscience to the testing phase and service deployment to offer valuable information concerning customers’ reactions and preferences. It will prepare for the industrialisation of SEK and the development of worldwide distribution.
Objective
85% of new products fail right after launch because of lack of reliable data on consumer preferences. It is especially critical in Food & Beverage industry because of the strong competition and complex customer segmentation.
During product development cycle, testing phase takes the most time and cost, requiring a lot of iterations and using surveys (what people say is not necessarily what they think) and statistical data (inaccurate results).
Main challenges are:
- Reduce mistakes in product development (development costs)
- Reduce testing time to reduce TTM (Time to Market)
- Increase accuracy of results and the amount of available information for decision making on product development
MANTICA is the first tool to apply neuroscience to testing phase in product and service development to provide emotional response, approach/avoidance and actual cognitive processes in real time, during the experience. It is composed of 3 components:
- Seamless electroencephalograph (EEG) headset (wireless)
- Operating software (Basic Signal Processing, Proprietary Metrics Library and AI/Machine Learning algorithms)
- Cloud infrastructure for data storage and analysis, to produce smart reporting and data visualisation
We have also developed a Self-Evaluation Kit (SEK): all components in a standard, ready-to-go version for quick deployments
Benefits for users are:
- 30% less cost than traditional (focus groups, A/B tests)
- 50% less product development time
- +25% chances of success upon launching a new product (80% less mistakes)
- Predictive analysis on product success
- Accurate information based on real perception of the product
For Thimus, we expect these impacts:
- Business industrialisation (Self Evaluation Kit production, SEK)
- Develop worldwide distributor network
- +35-70% increase in IP assets on neuroscience and market research
Fields of science
Not validated
Not validated
- natural sciencesbiological sciencesneurobiology
- engineering and technologyother engineering and technologiesfood technology
- engineering and technologyelectrical engineering, electronic engineering, information engineeringelectronic engineeringsignal processing
- natural sciencescomputer and information sciencesartificial intelligencemachine learning
- social sciencespsychologycognitive psychology
Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
25128 BRESCIA
Italy
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.