A biometric evaluation that measures the real emotional connection between consumers and a specific product, identifying its appeal and potential for success before market launch.
A procedure developed by AZTI that combines neuromarketing tools and sensory analysis to assess immediate emotional reactions during interaction with a product.
Even technically optimal products can fail if they do not create an emotional connection with consumers. This test identifies which attributes—visual, tactile, functional, or sensory—trigger interest, liking, or rejection, enabling adjustments before large-scale production.
Participants interact with the product while variables such as visual attention, facial micro-expressions, galvanic skin response, and heart rate are recorded. Data analysis reveals which product features strengthen emotional connection and which require refinement.
Sectors: Food sector
Research lines: Consumer behaviour and trends
Research sublines: Analysis of behaviour and emotional response (neuromarketing)