Understanding the consumers’ world – insights for business and society
Our consumer research combines science with novel technology development in order to turn consumer-related challenges into business opportunities.
VTT’s consumer research provides insights into consumers’ decision-making, thinking, behaviour and practices, and that is why our customers are able to create new products and business ideas with less uncertainty. We also provide and implement ideas for ways our customers can communicate with their customers in successful ways.
The focus areas of our studies have been food, nutrition, packaging, ICT and housing. Our studies provide greater understanding of the mechanisms connected to consumers’ motivation and behaviour for specific product development, together with our understanding of the interplay between the product, information and consumers in their decision-making.
VTT’s consumer research applies expertise to consumer behaviour, social psychology and psychology, marketing and brand management. We work in close collaboration with experts from other areas such as nutrition science, sensory science and sociology, as well as different technological areas at VTT.
Creating added value and understanding through consumer research
In the food sector, consumer reactions to new health-inducing ingredients and technologies, health information, organic and local foods have been under research. For example, we have brought consumer views into the development of fish products enriched with novel marine-based ingredients in a project called Enriched Convenience Seafood Products.
We have also contributed to the development and communication of health-improved cereal products in the Health Gain project. Nutrition-related studies include CHANCE, an EU project aimed at developing affordable and healthy food products for population groups at risk of poverty. Our role has been to create an understanding of the barriers to healthy eating among these consumers.
In the packaging sector, we have studied the product- and consumer-related factors influencing the acceptance of active and intelligent packages in IQ-FRESHLABEL. In our housing-related project, The Voice of Customers in the Construction and Development Process of Housing (VOCUP), we studied how the perceived value of a place is construed in individuals’ minds.