Online reality can help optimize customer tests to earn them better for both scientists and food companies, a brand-new study recommends.
"Our research shows that online reality is fascinating for item development in the food industry which the food industry should take these devices very seriously in the future. They offer great potential for seeing how certain items suit substitute contexts that feel real to the testers," says Wender Bredie, that leads the Future Customer Laboratory at the College of Copenhagen.
"If you want to develop food items for a brand-new market, you can use online reality to see whether the target market likes the item and how passionate they have to do with it," explains Bredie.
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Imagine being in a cubicle in a neutral room and choosing in between 2 chilly beverages. This is how a common customer test occurs and, while your choice will show what you prefer then, because setting, scientists know that this type of test doesn'ttell the entire tale.
Your environments also contribute in how you feel and what you choose, but it can be both expensive and challenging to travel worldwide with test topics and equipment because a business or research group desires to test an item in various contexts.
The present study, which shows up in the journal Food Research Worldwide, also verifies that scientists and food companies could use online reality to produce desire for beverages.
"It's totally new research for our area. Some have looked at preferences—that is what you prefer—but here we have looked at how you can promote customer item interaction," says Bredie, that thinks that it's just an issue of time before online reality will be used worldwide for research right into customer desires—and also as a device to investigate what can obtain us to earn much healthier choices.
The new study shows that online reality could be a video game changer when it comes to researching customer practices and sensory scientific research (the way we experience food—taste, smell, listen to (for instance, when it crunches), see, and feel it).
In the study, scientists provided 30 ladies and 30 guys with a variety of beverages two times at a week's period. The very first time, they selected beverages while they pictured they got on a coastline. To assist them imagine this, scientists provided them with a picture of a coastline. The second time, they saw the coastline using online reality.
The outcomes show that 31 percent of the individuals had problem imagining themselves on the coastline using a picture, while the number was just 8 percent in the online reality situation. The individuals therefore involved more in the choice of beverages when they remained in the online reality situation.
The research shows that the individuals were significantly more likely to choose a chilly drink compared to a cozy drink, both when they saw a picture of a coastline when they saw the coastline via online reality. The desire for chilly beverages was also significantly greater (enhanced by 41 percent) when the individuals remained in the online reality situation compared with the lab situation.
The desire for chilly beverages enhanced by just 20 percent when individuals pictured getting on the coastline while looking at a picture of the coastline. On the other hand, the desire for warm beverages reduced by 51 percent in the online reality situation and by 43 percent in the picture situation.
