Mitsukura Laboratory (Professor Yasue Mitsukura), Department of System Design Engineering, Faculty of Science and Technology, Keio University, is a sensory measurement device "Sensitivity Analyzer *" that uses a simple electroencephalograph developed by Toppan Forms Co., Ltd. We conducted a joint research on the eyes and sensibilities of consumers when deciding on a menu from multiple options.
In the experiment, the subject looked at the actual menu book and decided the order menu at the actual store in Saizeriya.The line of sight and sensibilities at that time were acquired by a measuring device, and then an interview was conducted.In the research, first, the brain waves leading up to the order are visualized by replacing them with the sensibilities of "interest," "like," and "stress."Furthermore, by analyzing the movement of the eyes when looking at the menu book and the interview results in combination, the invisible "movement of the consumer's feelings until the menu was decided" was scientifically clarified.
Based on the results of this joint research, Saizeriya will work to create a menu book that makes it easier for visitors to order.In the future, Mitsukura Laboratory and Toppan Forms will evaluate and improve various communication tools by combining line-of-sight measurement, sentiment measurement, behavior observation, interviews, etc. to understand the tastes of consumers. We will establish a search method for this purpose and file a patent application.
* "Sensitivity Analyzer" is a registered trademark of Dentsu Science Jam Co., Ltd.
