The Italian Sensory Science Society and its Mind in Mouth (MIMO) Working Group are pleased to present a new 2-day synchronous course focused on the use of Implicit Tests in Sensory and Consumer Science.
The course will feature recent advances in the application of implicit methods derived from cognitive psychology for the study of consumers’ preferences.
You will get an overview of the application of some of the most relevant methods to uncovers unconscious preferences, expectations, and emotions for food and non-food products that are useful for product optimization and consumer targeting including tests of implicit associations with emotions and concepts, priming and attentive tasks, Go/NoGo task.
Level: Advanced
The course will cover theoretical background, a large number of relevant examples and case studies, computer demonstrations, and hands-on activities.
THE COURSE IS DESIGNED TO GUIDE YOU ON HOW TO SET UP DIFFERENT IMPLICIT METHODS GOING THROUGH BACKGROUND THEORY, STIMULI SELECTION, TEST SETTING, AND DATA ANALYSIS FROM A MULTIDISCIPLINARY PERSPECTIVE.
Live intensive course Implicit tests for sensory & consumer studies: 21st-22rd October 2021
The course is live, but we understand that if you live in different time zones the schedule may not fits perfectly. For this reason, we offer the possibility to watch the video recordings of the lessons for 10 days after the course. Download of the recordings is not possible.
We strongly encourage live participation as the course includes interactive activities, Q&A, and discussion.
Lecturers
Prof. John Prescott
TasteMatters Research & Consulting, Australia
University of Florence, Italy
Prof. Erminio Monteleone
University of Florence, Italy
Prof. Caterina Dinnella
University of Florence, Italy
Prof. Massimiliano Zampini
University of Trento, Italy
Dr. Sara Spinelli
University of Florence, Italy
Dr. Lapo Pierguidi
University of Florence, Italy
The programme
Time zone: Italy (CEST)
Thursday 21 October 2021 | ||
9.00-9.30 | Introduction | Lapo Pierguidi |
TOOLBOX FOR IMPLICIT TESTS | ||
9.30-11.00 |
Implicit drivers of consumer choices |
John Prescott |
Break | ||
11.30-13.00 | Linking cognitive psychology and sensory evaluation Recent advances in product testing; implicit methods and measure of physiological responses for the understanding of product experience; segmentation; consumer targeting |
Sara Spinelli |
Long break|Lunch | ||
14.30-16.00 | Hands-on Implicit Association Test Test design and data analysis |
Lapo Pierguidi |
Break | ||
16.30-18.00 | Hands-on Implicit Tests on attention Test design and data analysis |
Lapo Pierguidi |
Friday 22 October 2021 | ||
SENSORY&IMPLICIT | ||
9.30-10.30 | Visual and auditory stimuli Do’s and don’ts, methods & case studies, selection of food images for implicit tests, the role of sound in the perception of products |
Massimiliano Zampini |
Break | ||
11.00-12.00 | Odor stimuli Do’s and don’ts, methods & case studies, selection of odor stimuli for implicit tests |
John Prescott |
12.00-13.00 | Hands-on Priming Tasks Test design and data analysis |
Lapo Pierguidi |
Long break|Lunch | ||
14.30-15.30 | Implicit test set up Methods & case studies How to set up implicit tests with sensory stimuli avoiding the most common errors |
Sara Spinelli & Lapo Pierguidi |
Break | ||
16.00-17.00 | Taste and food product stimuli Methods & case studies how to select taste stimuli for implicit tests; the role of liking and familiarity; examples of affective implicit responses to products |
Caterina Dinnella |
HANDS-ON INTERPRETATION | ||
17.00-18.30 | Integration of sensory and implicit data Combining explicit and implicit data to study consumer individual differences more in depth |
Erminio Monteleone |
FREE WITH THE COURSE | ||
Implicit test experimental set up. Exercises in setting up the procedure for implicit sensory tests: pre-recorded on-demand + live Q&A 28th October 2021 |
Lapo Pierguidi |