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 (EuroSciVoc)
- natural sciences biological sciences neurobiology
- engineering and technology other engineering and technologies food technology
- engineering and technology electrical engineering, electronic engineering, information engineering electronic engineering signal processing
- natural sciences computer and information sciences artificial intelligence machine learning
- social sciences psychology cognitive psychology
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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H2020-EU.2.3. - INDUSTRIAL LEADERSHIP - Innovation In SMEs
MAIN PROGRAMME
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H2020-EU.3. - PRIORITY 'Societal challenges
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H2020-EU.2.1. - INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
SME-1 - SME instrument phase 1
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) H2020-EIC-SMEInst-2018-2020
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
25128 BRESCIA
Italy
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.