Project description DEENESFRITPL 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. Show the project objective Hide the project objective 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 natural sciencesbiological sciencesneurobiologyengineering and technologyother engineering and technologiesfood technologyengineering and technologyelectrical engineering, electronic engineering, information engineeringelectronic engineeringsignal processingnatural sciencescomputer and information sciencesartificial intelligencemachine learningsocial sciencespsychologycognitive psychology Programme(s) H2020-EU.2.3. - INDUSTRIAL LEADERSHIP - Innovation In SMEs Main Programme H2020-EU.3. - PRIORITY 'Societal challenges H2020-EU.2.1. - INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies Topic(s) EIC-SMEInst-2018-2020 - SME instrument Call for proposal H2020-EIC-SMEInst-2018-2020 See other projects for this call Sub call H2020-SMEInst-2018-2020-1 Funding Scheme SME-1 - SME instrument phase 1 Coordinator THIMUS SRL Net EU contribution € 50 000,00 Address VIA MONTE NERO 23 25128 BRESCIA Italy See on map SME The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed. Yes Region Nord-Ovest Lombardia Brescia Activity type Private for-profit entities (excluding Higher or Secondary Education Establishments) Links Contact the organisation Opens in new window Participation in EU R&I programmes Opens in new window HORIZON collaboration network Opens in new window Total cost € 71 429,00