In a subject field aimed at expose deeper preferences of consumer for plants , we , Beekenkamp Plants , in collaboration with the University Medical Center Groningen ( UMCG ) and Wageningen University & Research ( WUR ) , implemented an innovative approach : the usage of MRI scans . The findings shed new ignitor on how consumers express their love for plant , suggest that the emotional connexion people feel with plant life is more visceral and profound than previously believed .
Typically , it takes a stock breeder more than five years to develop and introduce novel plant varieties to the grocery store . A challenge in this summons , however , is predicting consumer preference . The late study , utilize both on-line sight and MRI scans , yielded worthful insights . Remco Renken , the magnetized resonance physicist leading the research , emphasize the unique quislingism , mark that MRI electronic scanner typically accommodate patients . “ choose a beautiful industrial plant is likely an intuitive ‘ no - brainer , ’ with consumer quickly responding to what intrinsically appeals to them , ” Renken posit .
Online Research and MRI Scans :
The subject lie of two phases . In the first part , a thousand consumers were enquire online to select the most beautiful plant . They were presented with thirty sets of two plants each , include both new and existing varieties . Geertje van Bergen from WUR follow , “ The time consumers gift in making their choice expose much about their appreciation . It ’s an unconscious process that directly indicates what genuinely resonates with consumers . ”
In the 2d phase , participants were place in an MRI scanner while viewing photos of familiar and unfamiliar plant . The research unveil which brain region were active when viewing decorative horticultural products , such as optical perception , appreciation of stunner , and decision - devising . Interestingly , less brain activity was observed for the plants player choose to take dwelling house , suggesting that selecting a beautiful flora is visceral , a ‘ no - brainer . ’
Sirekit Mol , Head of Commercial Operations ( outside Europe ) and Marketing at Beekenkamp Plants , discussed the sketch ’s import for horticulture : “ This research provides worthful insights into how we can present our product attractively online , considering the consumer ’s impulse response . We now have a better agreement of consumer experiences and specific demand . ”
The study not only provide insight into consumer psychology but also opens new avenues for the gardening sphere in the realm of neuro - marketing .
