AZTI-Tecnalia is working on a pioneering methodology that is
seeking to identify the emotions linked to the consumption of food; the idea is
to design new products and new actions for communication focussing particularly
on the reality of companies and their customers.
Emotions play a decisive role in buying decisions, so in its
sensory laboratory the AZTI-Tecnalia expert R&D centre in marine and
foodstuff research is conducting studies to identify the emotions (desires,
aspirations and motivations, among others) that influence the behaviour of
consumers and habits associated with food. The aim is to orientate and focus
the design of new products and establish them on the market on the basis of
deeper knowledge about the emotions that lie behind them.