Monday 29 June 2020
PREFERENCE, INDIVIDUAL DIFFERENCES & SENSORY CHARACTERISATION

8.30 Registration
9.00 Introduction
9.30-11.00 John Prescott – Explaining preferences
Theoretical background
• Psychology of consumer preferences
• Influences: exposure, familiarity, attention, learning mechanisms
• Liking and wanting

11.00-11.30 BREAK

11.30-13.00 Erminio Monteleone – Measuring and interpreting preferences
• Explicit measures of preferences
• Rating scales: applications and limitations
• Internal and external preference mapping
– Hands on: How to interpret preference mapping

13.00-14.00 LUNCH

14.00-15.00 John Prescott – Explaining individual differences

Individual differences: Segmenting for liking, taste responsiveness, psychological traits and attitudes, physiological measures

15.00-16.00 Gastón Ares – Measuring individual differences
• Segmentation and cluster analysis
• Hierarchical cluster analysis
• K-means cluster analysis
• Selecting the number of clusters
• Comparing clusters and segments

16.00-16.30 BREAK

16.30-18.00 Gastón Ares – Measuring product perception: CATA and holistic methods
– Hands on: projective mapping test
• Sorting and Projective Mapping/Napping®
• 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• Based on global differences (holistic)

Tuesday 30 June 2020
EXPECTATIONS & IMPLICIT METHODS

9.00-10.30 John Prescott – Explaining expectations
Theoretical background
• Expectations as a psychological construct
• Sources of expectations: memory, associations
• Types of expectations: sensory-based, hedonic or affect-based, credence-based expectations

10.30-11.00 BREAK

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

13.00-14.00 LUNCH

14.00-15.00 Sara Spinelli and Gaston Ares
Hands on expectations and conjoint analysis

15.00-16.00 John Prescott – Implicit methods
Theoretical background and applications
Implicit methods applied in consumer studies: Implicit association task (IAT), priming and other tasks

16.00-16.30 BREAK

16.30-18.00 Lapo Pierguidi: Hands on implicit methods
Application of implicit test to study preference, emotions and expectations
Exercises of implicit association test design and data analysis

Wednesday 1 July 2020

EMOTIONS & CONTEXTS

9.30-10.30 John Prescott – Explaining emotions
Theoretical background
• What are emotions
• Emotions and decision-making
• Measuring emotions through facial expressions
• Measuring emotions through physiological measures (ANS)

10.30-11.00 BREAK

11.00-13.00 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
• 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 drivers of emotions
• Sensory and branding: the impact of expectations on emotions

13.00-14.00 LUNCH

14.00-15.00 Sara Spinelli – Hands on: measuring emotions
Hands on:
Questionnaire design and translation
Multi-country studies

15.00-16.00 – John Prescott – Explaining context
Theoretical background
• What is a context?
• Context has many meanings
• Context and individual differences

16.00-16.30 BREAK

16.30-18.00 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
• Integrating context appropriateness, sensory and emotional profiling: “global” profiling of products