May 2017 | News
Huge recognition for isi research - isi present with eight studies at the Pangborn Conference in Providence, USA
May 11th, 2017 - Göttingen, Germany. The Pangborn Symposium takes place annually and is one of the most important meetings of sensory researchers worldwide. The opportunity of presenting research results at the Symposium is in itself considered to be a very special recognition of the quality and relevance of that scientific work. This year, the scientific committee of the Pangborn Symposium has accepted no less than eight scientific studies in which isi, the Institute for Sensory Research and Innovation Consulting, based in Göttingen, Germany, is involved. "This is a great success for us and confirms that our scientific projects are decisively driving the field of sensory research. Our customers benefit hugely from these developments", explains Robert Möslein, Managing Director of isi.
Virtual reality is becoming real in sensory research
It is a very special recognition of quality for the Pangborn Panel to invite researchers to present their work not only on posters, but also as oral presentation. isi has been afforded the opportunity of presenting three separate studies in talks during the event. The studies in question have been developed in collaboration with universities, including the University of Copenhagen in Denmark. Another study was carried out with the Harz University, the University of Göttingen and the Henkel Corporation. The research team shows that consumer preference for a fragrance product can be identified just as well in virtual reality as in the laboratory or in home test environments. "Surprisingly, the sensory attentiveness of the participants in the VR test situation was even greater than in the other two test situations", reports Dr. Patrick Hehn from Harz University.
The results clearly point to a new dimension in sensory and consumer research: VR will likely be able to replace or supplement traditional test situations in some research contexts. The anticipated trend promises to simplify sensory studies, speed up the entire test process and make it more cost-effective.
Special isi expertise
Five of isi's eight contributions to the Pangborn Symposium are dedicated to VR in sensory research. "The interest of the Pangborn Committee in our research results shows just how far our expertise in the field of VR has advanced", says Robert Möslein. The other isi studies at the Symposium also deal with topics that play an important role in current sensory research and for which isi has developed special expertise: measurement of implicit associations and consumer segmentation.
Around 800 sensory researchers from all over the world are expected to attend the Pangborn Symposium from August 20th - 24th. As well as presenting its research findings, isi will also have its own exhibition booth at the event. "We are looking forward to discussing our innovative approaches at the isi booth with everybody who's interested", says Robert Möslein. And if you want to get a feel for the sensory experience in virtual reality, you'll be able to put on a pair of high-tech glasses and step right into a VR world at the booth.