We work to understand and anticipate the demands of the market and consumers. We innovate in methodologies and technologies that enable us to define the business strategy and the innovation processes of products, services and marketing of food companies. With our services, companies increase the value and differentiation of their products and services, connect with the consumer and, in short, innovate more quickly, effectively and sustainably, addressing current demands and anticipating those of the future.

A new approach that connects with the consumers from the beginning and enables R&D and Innovation to be addressed more efficiently and profitably

Focusing on the user-consumer, we are aware of their current and future demands through tendencies. By means of business intelligence, we identify market niches and business opportunities. All of this is passed on to the company, which we accompany with our technical expertise on its path to generating solutions aligned with market requirements.

Competitive Intelligence

We drive the company towards change, differentiating it and identifying new business opportunities

We develop a competitive intelligence activity that enables us to act upon changes in the environment and consumption habits. We compile the relevant external information to anticipate the threats and opportunities in the competitive environment of our customers, providing them with value in market niches and new business opportunities.

Technological Surveillance

We monitor the relevant information so that companies are up to date

We have a permanent and organised monitoring process of technology, standards and regulations, products and market, competitors, etc. which leads to the adaptation of the product to the consumer’s wishes. We turn this information into knowledge for the decision-making of our customers.

Identification of trends and application in innovation

We are up to date on the new needs and expectations of consumers

We are constantly identifying, studying and monitoring the current and future consumption trends with an impact on food. Therefore, we are up to date on the new needs and expectations of consumers.

We train companies to use this knowledge for the generation of innovative solutions aligned with consumer demands.

Collaborative innovation from the user

We integrate companies and consumers in creative joint innovation ecosystems to provide solutions

We involve the user (company and/or consumer) in R&D and Innovation activity from the outset in order to accelerate innovation. Faster, more efficient and sustainable joint innovation that offers solutions to the user.

We have a community of creative users and diverse co-creation ecosystems.

Neuromarketing: understanding consumer behaviour

From food-related feelings to emotions

We innovate in food through the identification of consumer consumption habits, preferences, needs and expectations, working with qualitative research techniques (focus groups, one-to-one or group interviews); and quantitative research (consumer research: face-to-face communities or on-line).

Emotions play a central role in our purchasing decision-making process. Understanding how consumers are influenced by their feelings when selecting a product or brand is very useful for companies and in particular, for their R&D and Innovation and marketing departments.

We contextualise and identify the emotions which take part in food acceptability and consumption, using state-of-the-art neuromarketing tools and technologies such as eye tracking and facial expression with special focus on children.

At AZTI we collaborate with the food sector in the concept development of new product and/or service prototypes, as well as innovating and increasing the effectiveness of marketing and communication campaigns.

Sensory analysis: consumer studies

Building on consumer and user preferences

Sensory analysis is an essential tool in the design of the food of the future adapted to the specific nutritional, sensory and emotional needs of each person, and in accordance with sustainable development principles. We have a sensory laboratory with the most advanced sensory analysis methods, as well as the statistical tools necessary to conduct research in the consumer field.

We work with expert panelists, restaurateur and consumer panels, to conduct different research aimed at the needs of companies in the fields of quality, innovation, sales or marketing.

Our work involves:

  • Defining the sensory profiles of products;
  • Studying the degree of acceptance of products before market launching.
  • Identifying the impact of a change in the formula or manufacturing technology on the sensory quality of the product, and analysing whether the consumer is sensitive to these changes or not.
  • Determining whether a product meets the sensory quality specifications demanded by Law, defined by a client or established as corporate internal requirements.
  • Studying the real-time evolution of the sensory characteristics of a product under specific conservation conditions (product sensory shelf-life).
  • Measuring the degree of product acceptance, preference and purchase intent by the target consumer, both in face-to-face (at AZTI laboratories or home delivery of products) as well as on-line studies.
  • Creating product maps, cross referencing data from expert panels and consumers, identifying the preference variables of products and comparing them with other products on the market.