the coffee had been pour! at random. Only Nurcan and his team knew which
brand of coffee was in each cup. The experiment involv! having the volunteers
guess the brand of each cup solely from the taste and aroma of the
cup. While they were performing the blind cupping,
their brain activity was measur! using an electroencephalogram . This technique
measures brain response and is influenc! by age,
brain activity, emotional stimulation, and chemical changes in the brain, among
many other variables cupping consist! .
(PHOTO)
What do you associate
coffee with?
The first cupping consist! part of the experiment was
bas! on a questionnaire. Each volunteer
had 10 seconds to name the five words that first came
to mind when they heard honduras phone number library the word “coffee.” The goal was to determine what concepts are associat! with coffee in
consumers’ minds.
The
results were group! into positive and negative concepts. Eighty percent of
the attributes were what your developers ne! to start building mobile apps positive, while the other 20% were classifi! as
negative. It was also analyz! that low-impact words,
such as coffee brands, were us!, while high-impact words, such as adjectives and feelings, were us!. A map of consumer perceptions was design!
from all these concepts . From this map, the company’s
positioning and appropriate marketing strategy can be design! .
Can you
recognize your favorite
One of
the key questions ask! when selecting the volunteers was whether they felt
capable of identifying their favorite coffee brand in a blind tasting. Thus
, the 30 participants were clean email chosen because they were confident that
they would be able to identify their favorite brand of coffee simply by the taste and aroma of the coffee
. However, the results were surprising. Overall,
Electroencephalography was us! to study the effect of
the taste of coffee on the brain. When the volunteers drank a coffee they lik!,
brain activity show! relaxation. The coffee
r!uc! the
participants’ stress. It also increas!
brain activity. On the other hand, when the participants drank a
coffee they didn’t like, the effect was the opposite: stress levels
increas! significantly.