Understanding the consumers´ world - insights for business and society
Our research combines consumer science with novel technology development in order to turn consumer-related challenges into business opportunities.
We provide insights into consumers’ decision-making, thinking, behaviour and practices from our vantage point of new technological development. This enables our customers to create new products and business ideas with less uncertainty. Our research also supports our customers with creating successful communication.
The focus areas of our studies often relate to applications of technological development in consumer products. Food, nutrition, packaging, ICT and housing have been typical research targets. By analysing the interplay between consumer and product characteristics we provide information about factors influencing consumers’ product perceptions, motivation and decision making.
VTT’s consumer research applies expertise from consumer behaviour, social psychology and psychology, marketing and brand management. We also work in close collaboration with technology experts within VTT as well as from other areas such as nutrition science, sensory science and sociology.
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 Grain 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. In another housing project, REPSU, we focus on residents’ viewpoint to infill development.