Please Don’t Make Me Think About Thinking! Use of neuro-physiological indices reveal deeper insights into the emotional responses of consumer for flavour evaluation

Takasago International (Singapore) collaborated with Macromill and Centan in a neuro-physiological study evaluating consumers’ flavour preferences in Indonesia.


In the product development process, testing of product tastes and likings to assess consumers' acceptance is important for food and beverage manufacturers. For flavour houses, this is no exception. Typically, testing of a product flavour among consum

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands