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Industry Talk by Prof. Charles Spence: Emerging food and wine research

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UniSA Business School

Level 1 Yungondi Building, 70 North Terrace, Adelaide

ADELAIDE, SA 5000

Australia

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Brought to you by the Ehrenberg-Bass Institute for Marketing Science and in partnership with the Innovation and Collaboration Centre, Prof.Charles Spence will share some of his exciting recent discoveries on product packaging that more effectively stimulates the senses of the consumer. He is a pioneer in an emerging neuroscience-inspired approach to the multisensory design and marketing of wine and food products and experiences.

You will hear how a neuroscience-inspired approach is starting to revolutionise the design of everything from the weight of the bottle through to the sound of its opening. Charles will also showcase some of the latest online research techniques to optimize the design of product labels, logos, typeface, imagery, brand names, etc. – and how technology (including Augmented Reality and Virtual Reality) is now being used to deliver branded multisensory experiential events for food and beverage brands.

You will also hear the inspiration behind successful interventions conducted with both global drinks brands (e.g. Diageo, Pernod Ricard, InBev) and small producers (e.g. Barney’s Beer and the Brussels Beer Project). By the end of this talk, you will be much more familiar with the art and science behind ‘sonic seasoning’, and be able to consider how to develop your packaging, cellar door or in-store experiences to bring your own brands alive.


Meet the presenter:

Prof. Charles Spence

As head of the Crossmodal Research Laboratory at Oxford University, Professor Charles Spence studies how our brains process and integrate the information from each of our senses. He has consulted for many multinational companies, including Unilever, PepsiCo, Diageo, Pernod Ricard, P&G, Nestlé and Twinings, advising on various aspects of multisensory design, packaging and branding, and has conducted research with a number of world-leading chefs, mixologists and baristas, including Heston Blumenthal and Ferran Adrià. He has been profiled in publications including the Guardian, the Financial Times and the New Yorker, is a regular on BBC Radio 4’s The Kitchen Cabinet, and his research has been covered by publications from the Economist to the New Scientist. In 2008 he was awarded an Ig Nobel Prize for his groundbreaking work on the ‘sonic crisp’, demonstrating how a louder crunch makes a crisp seem fresher.

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UniSA Business School

Level 1 Yungondi Building, 70 North Terrace, Adelaide

ADELAIDE, SA 5000

Australia

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