Givaudan and Thimus Partner to Revolutionise Product Development Using Neuroscience
Givaudan and neuroscience company Thimus have partnered to revolutionise product development and consumer satisfaction using neuroscience. The collaboration aims to understand consumers’ experience with food to redesign products that meet expectations such as sustainability, health, and quality. Neuroscience has the potential to bridge the gap between consumers’ opinions and their actual experiences to understand better and respond to consumer preferences, explains Givaudan. Thimus has developed a ready-to-use platform called TBox that provides integrated data on consumer behaviour, opening a window to their minds. According to Givaudan, it exceeds traditional methods like focus groups or questionnaires. “Neuroscience has the unique ability to reveal how consumers truly feel about a product throughout the eating or drinking experience,” commented Fabio Campanile, Global Head of Science & Technology for Taste & …