Implementing immersive technologies in consumer testing: Liking and Just-About-Right ratings in a laboratory, immersive simulated café and real café

Initial research indicates that the use of immersive technologies may improve the predictive validity and reliability of liking scores in consumer testing. However, how immersive technologies impact Just-About-Right ratings is hardly known. Forty-five participants took part in three tasting sessions, each in a different context: 1) laboratory, 2) immersive context simulating a cafe using audiovisual cues, and 3) real cafe. Each session, participants tasted four tomato soups varying in salt content preceded by a warm-up sample. Liking, optimal levels of sensory attributes (JAR) and engagement were measured. Results showed that there were no differences in liking or JAR ratings on sensory attributes of the soups across the three contexts. Nevertheless, participants felt more engaged in the real cafe and simulated cafe than in the laboratory. These results contribute to a better understanding of how sensory differences as assessed in a laboratory or immersive context relate to sensory differences that consumers would notice when they use the products in real-life.