Recently, Testpoint selected participants for a very unique market research study: a blind taste test, with blindfolded tasters. The aim was to understand how a truly unusual color for a beverage can influence product evaluation. Are you curious? Want to learn more? We’ll walk you through the test step by step.<\/p>\n\n\n\n
We know how important visual impact is in making us choose or reject a particular product, and how color, even more than smell, influences our first impression of a food or drink. Some colors are immediately attractive, as we associate them with pleasant sensations or memories, while others repel or leave us perplexed, as we can’t associate them with anything familiar.<\/p>\n\n\n\n
Recently, Testpoint recruited 120 people in Rome, men and women of various ages, all regular consumers of soft drinks, for a taste test.<\/p>\n\n\n\n
The participants were invited in small groups to a central location (a room specially equipped for this type of market research) and immediately blindfolded with sleep masks. They were then served the test drink, according to normal consumption methods, in glasses and with ice cubes. The participants were then invited to taste it. Their taste experience therefore focused exclusively on the flavor of the drink.<\/p>\n\n\n\n
Once the glasses were removed, the participants, now unbandaged, answered a short online questionnaire on a tablet, rating what they had just sipped.<\/p>\n\n\n\n
At this point, the participants were ready for the second tasting: they were served the same drink, under the same conditions, but, this time not blindfolded, they did not know whether it was the same drink they had tasted when blindfolded. The aim was precisely to understand the impact the unusual color could have on the perception and evaluation of the product.<\/p>\n\n\n\n
At the end of the second tasting, participants again completed the short online questionnaire, which also asked for a comparison between the first and second tastings.<\/p>","protected":false},"excerpt":{"rendered":"
Recently, Testpoint selected participants for a very unique market research study: a blind taste test, with blindfolded tasters. The aim was to understand how a truly unusual color for a beverage can influence product evaluation. Are you curious? Want to learn more? We’ll walk you through the test step by step. A blind taste test […]<\/p>","protected":false},"author":7,"featured_media":15258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[88],"tags":[],"class_list":["post-15257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-english-category"],"_links":{"self":[{"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/posts\/15257","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/comments?post=15257"}],"version-history":[{"count":1,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/posts\/15257\/revisions"}],"predecessor-version":[{"id":15259,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/posts\/15257\/revisions\/15259"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/media\/15258"}],"wp:attachment":[{"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/media?parent=15257"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/categories?post=15257"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.testpoint.it\/en\/wp-json\/wp\/v2\/tags?post=15257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}