The results show that preferences in the lab do not necessarily translate to the real or virtual world. The upshot: Immersive contexts can be meaningfully integrated into sensory testing. They afford reliable and economical substitutes and additions to real-life testing.

We summarized the study for you in a five minute video (with original footage from the experiment in Rome). If you are more of a reader and want to know more about the project and how the ESN research process unfolds, lean back and read our story Climbing the rope to new technologies.

Original publication:
Do immersive techniques help to capture consumer reality? Food Quality and Preference ( IF 3.652 )
DOI: 10.1016/j.foodqual.2019.05.004

Fiorella Sinesio, Elisabetta Moneta, Christelle Porcherot, Silvia Abbà, Lise Dreyfuss, Kévin Guillamet, Seppe Bruyninckx, Charles Laporte, Sven Henneberg, Jean A. McEwan