Semiotics of taste

Date of publication: November 18, 2010


The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing. In this paper, we study how semiotics can be applied during the preliminary stage of concept creation- how it can be used to prepare probe material as well as structure the findings of more traditional qualitative research, when the researcher interprets consumer expectations towards flavors.

  • PDF
  • This could also be of interest