Big Interview
Q: How will incorporating the Thimus methodology improve Givaudan’s consumer research methods? Traditional research methods rely on self-reporting and can be unreliable due to memory biases and retrospective recollection. By using the TBox, these issues can be minimised by integrating both implicit and explicit data collection, offering a more accurate representation of consumer experiences.
Q: Can you explain how cultural influences impact food perception? Givaudan understands that flavour and taste preferences are very culturally dependent. Many factors such as nationality, gender, age as well as habitual diet can influence food and flavour choice. Thimus places a strong emphasis on cultural influences in their research. They believe that understanding how culture affects food perception and the food experience is essential. By integrating cultural data into their investigations, they aim to explain and predict people’s eating habits more effectively.
Q: What data is collected, and how is data integrated from multiple fields of research? Thimus collects data in four key areas: neuro data, traditional sensory analysis (explicit data), cultural data, and health, emotion, behaviour data. Data sets from these areas are compared to create a comprehensive picture of how humans process food experiences. This approach provides insights that may not be present in traditional sensory studies.
Q: What are some other examples of how Thimus’ methodology has been applied in consumer research or product development? Thimus’ methodology has been used in various applications, such as product reformulation, supply chain modelling, QA/ QC empowerment, sensory evaluation, market research, and precision retailing.
Q: Which customers will have access to the Tbox? Why is it not available in all regions? The technology is being gradually rolled out to Givaudan teams around the world and is currently being activated in Europe and LATAM. We expect that APAC, NOAM and SAMEA will follow in due course.
Q: What insights or discoveries that Givaudan has gained from using the Thimus technology in consumer projects? Research carried out at Givaudan with Thimus technology has already delivered some interesting insights. For example, we have seen that different flavours can “pair” differently with botanicals or active health ingredients and can help support (or not support) the perception of the benefit. We were also able to very precisely describe the food experience from smell to taste or aftertaste. This allows us to be much more specific in our feedback to the flavour and product development teams.
Q: How will the collaboration between Givaudan and Thimus impact the way Givaudan develops and shapes food experiences in the future? The collaboration will support the way Givaudan co-creates
KennedysConfection.com
“The collaboration will enhance accuracy when it comes to consumer understanding
by providing precise insights into consumer preferences and
experiences. It will also help streamline product development times by providing more
accurate, real-time data, enabling quicker responses to changing trends.”
with its customers in several key ways. It will enhance accuracy when it comes to consumer understanding by providing precise insights into consumer preferences and experiences and it would help in the development of flavours and food that deliver on consumers’ emotional needs. It will also help streamline product development times by providing more accurate, real-time data, enabling quicker responses to changing trends. Finally, this collaboration will support food system transformation by aligning product development with sustainability and health considerations, ultimately leading to more consumer-centric and sustainable food options.
Q: What are the details of agreement between Givaudan and Thimus? Givaudan has worked with Thimus over the last 4 years to test out the technology in different use case scenarios and evaluate its value. The agreement allows Givaudan direct use of the technology.
Q: Are there any ethical concerns with using this technology for consumer insights? This technology is expanding and strengthening our sensory tests and methodologies with a more objective approach than traditional, typical surveys. The adoption of the technology at Givaudan has been reviewed by our internal ethics committee and data privacy office to ensure all data collected is used appropriately and in line with regulations.
Q: Can this technology influence consumer behaviour or thoughts? No, neuroscience is a way to track information and unconscious reactions from consumers. It cannot modify, impact or change the consumer behaviour. It is a one-way flow of information.
Q: Can a consumer lose control of their ideas or feelings during testing? By tracking biometrics, we track the person’s feeling and unconscious reactions. We identify things that are beyond what they can express on paper or verbally. However, the consumer is in full control of their thoughts and ideas.
Kennedy’s Confection November 2023 9
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