Reduced Sugar: Empathy and Experiment

Session Track: Sugar Reduction: Sensory Applications
Session Date: Friday, March 21, 2014; 9:00 - 10:00 a.m.

Session Description

With an increasingly competitive marketplace vying for consumer attention, developers of sugar reduced products need to better understand how to cater to the emerging sensory territory of food development. How can food developers and marketers understand the sensory needs of consumers when the consumers themselves are unaware or can’t articulate them? This session explores the concept of understanding sensory desires from deep psychological
 and psychoanalytic foundations and translating them into sensory-pleasing products that are targeted to specific sensory mind-sets.

Speaker Information

Howard Moskowitz, President, Moskowitz Jacobs Inc.

Howard R. Moskowitz is a well-known researcher and product designer, educated in the science of experimental psychology at Harvard University, where he began his work in the senses of taste and smell in the mid 1960’s. In the almost 45 years since this work began, Dr. Moskowitz had introduced to the research and food communities approaches to optimize products, communications, and package designs. He is a fellow of the IFT, author of 400+ refereed professional articles and 30+ books, including a magnum opus called Mind Genomics®: The New Novum Organum, used to ‘create knowledge efficiently, for business applications, and the social good’.