Florence, Grand Hotel Minerva, Florence (Italy)
THE ITALIAN SENSORY SCIENCE SOCIETY IS PLEASED TO PRESENT A 3-DAY NEW COURSE IN SENSORY AND CONSUMER SCIENCE
The course will feature recent advances in cognitive psychology applied to sensory and consumer studies on food, beverage, cosmetic, personal care and home care products.
You will also get an overview of some of the most important methods and statistical tools that can be used for collecting and extracting useful information from sensory and consumer data.
The course will give you an updated basis for planning an experimental design, understanding your results more in depth for decisions in a commercial setting.
The course will cover both theoretical background, a large number of relevant examples and case studies, computer demonstrations and hands on activities.
THE COURSE IS BASED ON A MULTIDIMENSIONAL APPROACH, WITH SIX MODULES, EACH FOCUSED ON A HOT TOPIC: CONSUMER PREFERENCES, EMOTIONS, EXPECTATIONS, INDIVIDUAL DIFFERENCES, CONTEXTS AND PRODUCT CHARACTERISATION
Wednesday 13th June 2018
PREFERENCE & EMOTIONS
9.30-10.30 John Prescott – Explaining preferences
• Psychology of consumer preferences
• Influences: exposure, familiarity, attention, learning mechanisms
11.00-12.00 John Prescott – Measuring preferences: methods and case studies
• Explicit and implicit measures of preferences
• Rating scales: applications and limitations
• Implicit methods: Implicit association task (IAT), priming
12.00-13.00 Erminio Monteleone – Interpreting individual differences in liking
Hands on: Interpretation of preference mapping
14.00-15.00 Sara Spinelli – Explaining emotions
• What are emotions
• Emotions and decision-making
• Emotions and language
15.30-17.00 Sara Spinelli – Measuring emotions: methods and case studies
• Explicit measurements: verbal and visual self-reports Standardised and product specific questionnaires; examples: EsSense Profile, GEOS, EmoSemio, PrEmo
• Implicit measurements: Implicit Association and Emotive; Projection Test
• Measuring emotions through physiological measures (ANS)
• Measuring emotions from the brain: applied consumer neuroscience
Emotions in product development
• Emotions in the product experience: from the product to the packaging (and back)
• Sensory and branding: the impact of expectations on emotions
17.00-18.00 Sara Spinelli & John Prescott – Designing a study: emotions, liking, preference
Implicit association task test
Questionnaire design and translation
Thursday 14 th June 2018
EXPECTATIONS & INDIVIDUAL DIFFERENCES
9.00-10.30 John Prescott – Explaining expectations
• Expectations as a psychological construct
• Sources of expectations: memory, associations
• Types of expectations: sensory-based, hedonic or affect-based, credencebased expectations
11.00-12.00 Gastón Ares – Measuring expectations: methods and case studies
Conjoint analysis: Evaluation of how extrinsic characteristics influence consumer expectations
12.00-13.00 Erminio Monteleone – Analysing expectations
• Assimilation and contrast effects
• The role of expectations in consumer driven product development
• Measuring expectations to gain an insight into product performance
14.00-15.00 John Prescott – Explaining individual differences
• Segmenting for liking, taste responsiveness, psychological traits and attitudes, physiological measures
15.30-16.30 Gastón Ares – Measuring individual difference
• Segmentation and cluster analysis
• Hierarchical cluster analysis
• K-means cluster analysis
• Selecting the number of clusters
• Comparing clusters and segments
- R-basics: How to import data and launch an analysis
- Hands on Conjoint Analysis using R:
Relative importance of intrinsic and extrinsic characteristics on consumer perception
- Multiple Factor Analysis using R:
Application to projective mapping data under blind and informed conditions
Friday 15th June 2018
CONTEXT AND PRODUCT CHARACTERISATION
9.30-10.30 Sara Spinelli – Explaining context
• What is a context?
• Context has many meanings
• Context and individual differences
11.00-12.00 Sara Spinelli – Studying context: methods and case studies
• Context and product experience: Natural/naturalistic/Lab context
• Central Location Test vs Home Test
• Evoked context: written scenarios, videos, pictures, immersive settings, virtual reality. Pros and cons
• Appropriateness of situational contexts
• Contexts and expectations
• Context and emotions
12.00-13.00 Gastón Ares – Interpreting context appropriateness: exercises
14.00-15.00 Gastón Ares – Explaining sensory differences and similarities
Novel methods for sensory characterisation in product development
• Based on global differences (holistic)
• Sorting and Projective Mapping/Napping®
Hands-on: projective mapping test
15.30-16.30 Gastón Ares – Measuring product perception: methods and case studies
• Application of check-all-that-apply (CATA) and rate-all-that-apply (RATA)
• Questionnaire design
• When does the addition of a rating task improves the performance of CATA?
• Insights for product optimization: Penalty-lift and penalty analysis based on the ideal product
Analysing product perception
- Application of CATA questions including sensory, emotional and wellbeing-related terms
- Hands on: CATA analysis using R
Grand Hotel Minerva, Piazza Santa Maria Novella, 16 Florence – Italy
Located in the heart of Florence, the hotel is just a few hundred metres from the cathedral and from the city’s main monuments and museums.
The airport is just 15 minutes away by taxi and the central railway station is 100 metres away.
Grand Hotel Minerva
Piazza Santa Maria Novella, 16
Florence – Italy
Tel: :+39 055 27230
Deadline for Early-bird Registration: 18th May, 2018
Apply now: rebrand.ly/courseUC
Registration fee (by the 18th May, 2018):
- 900 euro (SISS/E3S members)
- 1000 (non SISS/E3S members)
After the 12th of May:
- 1000 euro (SISS/E3S members)
- 1100 (non SISS/E3S members)
Registration includes coffee breaks, lunches, course materials, certificate of attendance.
- 10% discount applied to each additional registrant from the same company/institution when registered at the same time.
- 5% discount is reserved to students, Post doc and young free lance professionals (under 35 years old).
Attendees may bring along their own PC/Mac laptops and install R and RStudio www.rstudio.com/products/rstudio/download/
(available for Windows and Mac). In case of need, assistance for the installation of the software will be provided.
Data for applications will be provided.
Registration may be payed with bank transfer (see instructions in the registration form) or using a Credit Card/Paypal here: