The 'Flavour Behaviour Test' Helps People Find the Perfect Drink
Laura McQuarrie — August 12, 2016 — Marketing
References: flavourbehaviour & thespiritsbusiness
The Scotch Malt Whisky Society (SMWS) teamed up with Dr. Adam Moore, a psychologist and research scientist at the University of Edinburgh in order to develop the 'Flavour Behaviour Test' in order to help people find the perfect drink.
The personality quiz has users go through a long list of questions in order to determine where they fall within the "Big 5" parameters: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. Alongside this, the teams also identified 12 core whisky flavors such as sweet, mellow, juicy and delicate.
During the research conducted for the making of the Flavour Behaviour Test, it was discovered that certain personality traits were tied to flavor preferences, so an algorithm was created to easily assess the results of the questionnaire.
The personality quiz has users go through a long list of questions in order to determine where they fall within the "Big 5" parameters: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. Alongside this, the teams also identified 12 core whisky flavors such as sweet, mellow, juicy and delicate.
During the research conducted for the making of the Flavour Behaviour Test, it was discovered that certain personality traits were tied to flavor preferences, so an algorithm was created to easily assess the results of the questionnaire.
Trend Themes
1. Personalized Drink Recommendations - Creating personality quizzes to match individuals with their perfect drinks based on their flavor preferences and personality traits opens up opportunities for personalized drink recommendations.
2. Psychology-driven Market Segmentation - Leveraging psychology and personality traits to segment the market based on flavor preferences presents disruptive innovation opportunities in targeted marketing strategies.
3. Data-driven Flavor Pairings - Using data collected from personality quizzes to identify flavor preferences and develop novel flavor pairings can lead to innovative product development in the beverage industry.
Industry Implications
1. Beverage Retail - Applying personality quizzes and flavor preferences to the beverage retail industry enables personalized and targeted marketing strategies that can boost customer engagement and loyalty.
2. Psychological Research - Collaboration between psychologists and the beverage industry to develop personality quizzes and algorithms for flavor preference analysis opens up new avenues for psychological research in the food and beverage domain.
3. Algorithm Development - Creating algorithms to assess personality quiz results and match individuals with their ideal drink based on flavor preferences requires advancements in algorithm development and data analytics techniques.
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