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
Consumer brain in decisional processes, the two brain operating systems, heuristics, cognitive biases in the choice of products

 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

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