The “Sensory and consumer science” group is a multi-disciplinary group formed by food technologists, agricultural engineers and sociologists with over 20 years of experience in the agrI-food sector. One of the research lines focusses on analysing and studying consumer behaviour when faced with a consumption experience or communication and marketing actions (websites, packaging design, etc.).

The latest neuromarketing technologies, facial recognition Eye Tracking devices, are used to study emotions and visual attention. This helps companies in the agrI-food and gastronomy sectors to work on:

  • Emotional product test: Test the impact that food products have on consumers. A very useful tool used to predict the success of launching a new product or introducing improvements to the product (formulation, packaging, etc.).
  • Support to design product communications (advertising campaigns: web format, brochures, TV advertising, etc.).