The Research Challenge

The Food and Beverage industry faces two major consumer research challenges.

First, getting reliable sensory experience data from untrained consumers is extremely difficult. People are not born food critics, they cannot easily articulate what they like and dislike about different foods and beverages.

Second, people's preferences for food and beverage products are not a function of sensory experience alone. For consumers, a food or beverage's taste, consistency, smell, color, packaging, labeling, descriptive wording, and many other variables all contribute to how the product is received. Yet, people are generally unaware of how all these factors are influencing them when they experience a food or beverage product.

These subtleties make Food and Beverage consumer research particularly challenging.

Why Neuroscience Matters

Brain and physiological response metrics take the guesswork out of food and beverage research. Rather than relying on a person's ability to describe their response to a product, these measures quantify their unfiltered, direct reactions - before, during, and after actual consumption.

Eating and drinking are very biologically-driven human activities, and our brains and bodies are finely-tuned to make rapid, pre-conscious assessments of things we eat and drink. Neurometric measures are particularly appropriate for capturing these assessments and generating reliable indicators of how people are really responding to food and beverage experiences.

How Lucid Can Help ...