Trends in Food Science & Technology xxx (xxxx) xxx–xxx

Contents lists available at ScienceDirect

Trends in Food Science & Technology

journal homepage: www.elsevier.com/locate/tifs

Mind Genomics (Conjoint Analysis): The new concept research in the

analysis of consumer behaviour and choice
Sebastiano Porrettaa,∗, Attila Gereb, Dalma Radványib, Howard Moskowitzc
a
Head of Consumer Science Dept, Experimental Station for the Food Preserving Industry, Parma, Italy
b
Szent István University, Faculty of Food Sciences, Hungary
c
Mind Genomics Advisors LLC, United States

A R T I C L E I N F O A B S T R A C T

Keywords: Concepts are critical for the development and marketing of products and services. Market research practitioners
Product development and their corporate clients are well aware of the need to create winning concepts. To that end, a very large
Consumer behaviour practice has emerged in the business world designed to understand the current competitive environment,
Conjoint Analysis identify opportunities, and convert these opportunities into concepts. Look at any prospectus by a market re-
Mind genomics
search company and there immediately emerges a self-proclaimed expertise on concept research. In actuality,
however, the scientific underpinnings of concept research are quite weak. There is a dearth of both practical and
scientific information about how to create and evaluate concepts. Although practitioners provide services for
evaluation and optimization, the publications offered by the scientific community and the academic business
researchers do not go into depth about how to create and measure concepts, leaving corporations and their
developers/researchers in the lurch.
The paper introduces the last concept technical upgrade, Mind Genomics, i.e., at its very simplest level, is the
study of mixtures, the study of everyday stimuli, to understand the rules of choice, to discover what is important
to a person and what is not. MG determines which aspects of the topic drive interest, or not; how people differ in
the way they respond to these aspects of the topic; and how these differences cluster to form segments, called
mind-sets. An application of MG was carried out to evaluate consumer acceptance of insect protein.

1. The contribution of the new science of Mind Genomics
(Conjoint Analysis)
CA is an experimental science which tries to understand the world
of everyday life and experience. It studies life-relevant topics which are
important to people. The topic need not be extraordinarily important,
such as, the reasons for good and evil. Rather, the topic has to be
germane to consumer researchers. The study begins at the granular
level, understanding the mental dynamics of small bits of reality, called
topic areas, approached through a microscope, in the style of a poin-
tillist painter, who creates the picture by aggregating little dots of paint.
This “from the ground up” pointillist approach contrasts with the ty-
pical top-down approach of the aerial photo, which classifies the entire
world in a set of macro-clusters. With macro-clusters, it is difficult to
know what to do with a specific topic because the typical approaches
work at generalities, not specifics.
CA determines which aspects of the topic drive interest, or not; how
people differ in the way they respond to these aspects of the topic; and
how these differences cluster to form segments, called mind-sets. Lastly,
CA is concerned with assigning people to a relevant mind-set segment,
which is accomplished through one of two techniques, either by per-
sonal interaction (personal viewpoint identifier) or by tagging customer
databases (digital viewpoint identifier).
2. Objectives
- Understand reality from the “ground up,” topic by topic, from the
point of view of the person's experience.
- For each person, CA quantifies what is important, based upon the
way the messages about the topic drive the person's response.
- The raw materials of the topic (silos, i.e., categories of interest, and
elements, e.g., specifics within the silos, which may include, but are
not limited to, attributes, benefits, features, functions, or emotions)
- Experimental design to create test stimuli, combinations of 3–4
elements called “vignettes.”
- Study respondents are the test people, subjects, aspects of whose
“minds” are to be understood through the experiments
- Rating questions, which allow respondents to communicate their

∗
Corresponding author.
E-mail address: sebastiano.porretta@ssica.it (S. Porretta).

https://doi.org/10.1016/j.tifs.2018.01.004
Received 15 May 2017; Received in revised form 13 November 2017; Accepted 15 January 2018
0924-2244/ © 2018 Elsevier Ltd. All rights reserved.

Please cite this article as: Porretta, S., Trends in Food Science & Technology (2018), https://doi.org/10.1016/j.tifs.2018.01.004
S. Porretta et al.
reactions to the test stimuli
- Present the test stimuli, acquire the ratings, calculate the statistics,
create the report for the user, and develop the segment assignment
tools
2.1. The work products of CA
Databases with information about the total panel, key subgroups,
and patterns created by individual responses showing which specific
“elements” or ideas drive interest, are valued highly, or link with spe-
cific emotions as perceived to be experienced by the respondent.
2.2. Application of Mind Genomics: consumer acceptance of insect protein
We present a short example of the use of Mind Genomics to un-
derstand how to communicate the benefits of insect-based protein as a
food for sustainable agriculture and nutrition. Our goal in this study
was to understand just what might underlay people's acceptance, and to
define those key messages which would help them to accept insects as
food products. The approach reveals the design and application of a
Mind Genomics study, specifically for introducing the benefits of a new
food source.
We used experimental design of ideas, mixing and matching the
ideas into small vignettes, getting reactions to the combinations, and
determining which ideas (messages) drove acceptance, which drove
rejections, the difference in mind-sets across gender and age, and the
discovery of four different groups of people, each needing a separate set
of messages to drive acceptance of insect-based protein.
- Altogether six “silos” are defined during a CA study, which gives the
whole set, the country of ideas.
- Participants are welcomed by an opening screen which explains the
task and gives instructions for them (Fig. 1).
Fig. 1. Opening screen of Mind Genomics (CA) study about insect-based food products.
2
Trends in Food Science & Technology xxx (xxxx) xxx–xxx
- For the analysis, the 6 × 6 elements are used to form the so-called
vignettes. A vignette comprises 3–4 ideas or messages, at most one
message from each silo (Fig. 2).
- The six silos cover the topics of product characteristics, sensory
expectations, nutritional facts, availability, price and advertisement,
respectively.
- Respondents evaluated 48 vignettes (test concepts), unique combi-
nations for each respondent, with the 36 elements appearing five
time each, and by design statistically independent of each other.
- Respondents RAPIDLY, almost intuitively, evaluate each individual
vignette as a single idea, rather than evaluating each message. This
strategy in Mind Genomics allows the individual elements in the
vignette to compete with each other, so that the resulting rating of
the entire vignette reflects the outcome of the rapid, almost un-
conscious decision.
- Respondents rated each vignette on 9-point scale: “How likely are
you to want to BUY this product?” (1 = Definitely Not buy …
9 = Definitely Buy).
- Furthermore, an additional question measured the feelings of the
participants about the vignettes: “How do you feel when you read
about this product?”, in which the following emotions were listed:
irritated, hopeful, curious, disgusted, happy, surprised and hungry.
- After answering all the questions about the vignettes, further de-
mographic questions were presented along with a food neophobia
and food technology neophobia questions.
- The respondents were members of an on-line panel in the USA and
Canada. The study, really an experiment rather than a survey, was
done on-line.
2.3. Understanding the results
The analysis is straightforward, following these steps. We present
here only the results from Question 1, dealing with purchase interest
S. Porretta et al.
Fig. 2. Rating screen about insect-based food products showing one concept and a rating scale.
(How likely are you to want to BUY this product if available at a good
price)-
2.4. The data (Table 1)
- Each respondent evaluated 48 vignettes on a 1–9 scale.
- It is much simpler to understand a binary scale, 0 (not interested in
buying) or 100 (interested in buying)
- The 9-point scale truncates to create two values. Ratings of 1–6
become 0, ratings 7–9 become 100.
- The data are ready for regression analysis, at the level of each re-
spondent, to deconstruct the rating into the individual contributions
of the 36 elements.
- The independent variables are binary (0 when element is absent
from the vignette, 1 when element is present in the vignette).
- The dependent variable is binary (0 or 100, depending upon the
original rating) with the dependent variable being slightly ‘adjusted’
by the addition of a very small random number, less than 10–5. The
adjustment ensures that the regression model will work.
- OLS, ordinary least-squares regression, emerges with a simple ad-
ditive model for each respondent. The model comprises an additive
constant and 36 coefficients.
- The additive constant shows the expected conditional probability of
a person saying ‘I'll buy the product,’ in the absence of elements. The
additive constant, a purely theoretical, computed value, is a base-
line, to which is added the individual coefficients, the so-called
impact values of the elements.
- Each element generates a coefficient, showing the additive condi-
tional probability of the vignette being rated 7–9 when the element
is present in the vignette.
- The data table (Table 1) gives us a snapshot of the basic level of
interest (additive constant), and the part-worth contribution of each
element, for each key group of respondents.
- To estimate the strength of the vignette, we add the relevant coef-
ficients to the baseline, making sure we have between three and four
3
Trends in Food Science & Technology xxx (xxxx) xxx–xxx
elements.
- The primary results are presented in Table 1, which shows that the
total sample (altogether 106 participants) do not strongly like nor
dislike. However, this tells us that the data set needs to be seg-
mented and further sub-groups should be created.
- The first subgroups were created according to the respondent's
gender. Males were more open to insect-based products; they ap-
preciate a product made using insects from their home, and the
products available in many types of stores. However, when the in-
sect ingredients are limited to exotic/ethnic foods, males reject the
message.
- The next subgroups were created based on the age of the partici-
pants. Respondents under 50 years are more open to insect-based
food products, respondents over 50 were less open. Respondents
under 50 appreciate the wide variety of food products, especially
when the insect-based products have identical taste to beef or other
meats. Messages about the beneficial nutritional values of insect-
based products are also positive to this younger subgroup.
- A deeper segmentation and more profound understanding comes
from dividing the respondents by the pattern of their responses to
this specific set of elements. This approach is called ‘mind-set seg-
mentation.’ We focus on the way the respondents react to a limited
set of focused messages. The approach uses k-means clustering, and
generates clusters of respondents based upon the pattern of the 36
coefficients, corresponding to the 36 elements. Individuals in a
mind-set show similar patterns of reactions to the elements.
- The mind-set segmentation suggests four possible mind-sets. The
mind-sets emerge from the statistical analysis, which is ‘blind to
content.’ The researcher selects that mathematically-driven cluster
solution which emerges with the fewest subgroups or mind-set
S. Porretta et al. Trends in Food Science & Technology xxx (xxxx) xxx–xxx

Table 1
Elements and their impact (coefficient) values. Green corresponds to elements which positively affect the willingness to buy, whereas red corresponds to messages which negatively affect
the stated willingness to buy. The table shows only those messages with at least one strong positive or negative element in any subgroup.

under 50 years

over 50 years
Total Sample

Mind-set 1

Mind-set 2

Mind-set 3

Mind-set 4
Female

Male
Elements

Base Size 106 71 35 38 68 31 34 15 26

AddiƟve constant (Basic interest in

24 22 27 24 24 27 6 50 28
insect food)

available in many kinds of stores 3 2 7 3 3 3 5 1 3

available only in supermarkets 3 3 2 4 2 2 5 -1 1

idenƟcal taste to beef or other meats 2 1 2 7 -1 1 4 1 -1

product variety includes breads, pasta,

2 3 2 6 0 4 5 0 -3
sauce, etc.

higher quality nutriƟon per calorie unit 2 1 4 5 1 1 7 -1 -1

available from local producers in small

2 2 1 5 -1 2 4 0 -1
markets

insect breeding creates job for many

1 2 1 5 -1 0 4 0 1
people all over the world

insect-based products provide quality

1 0 3 1 0 -2 1 -3 7
food for people in need

insect-based products provide high-

quality nutriƟon (proteins, faƩy acids, 1 0 4 5 -1 0 3 -2 2
vitamins, etc.)

available only in the country of origin 1 -3 8 5 -2 0 3 2 -2

see TV commercial with delicious insect-

1 0 3 2 0 -1 5 -6 0
based food
see FaceBook, TwiƩer, other social
media ads with pictures & short 1 1 1 1 0 1 4 -5 0
comments
get to try insect-based products in
1 -1 3 4 -1 -1 6 -4 -2
stores
far less fat than meat protein 0 0 1 -1 0 -2 4 -8 2
available only on the internet 0 0 0 3 -3 -2 4 -2 -5

available in specialty foods stores 0 0 0 0 0 0 4 -5 -3

see mobile ads with appeƟzing pictures

0 0 0 5 -3 -2 3 0 -1
and short text informaƟon

generally high vitamin content -1 0 -2 -1 -1 0 3 -7 -4

receive direct mail about insect-based

products with pictures & text -1 -1 1 -1 -1 -1 3 -8 0
informaƟon
only available in restaurant prepared
-2 -2 -2 -1 -3 -4 1 -7 -1
foods

costs 5% less vs current protein -2 -3 -2 -2 -3 -1 0 -5 -5

costs 10% less vs current protein -2 -2 -2 -2 -3 -4 2 -5 -4

insect ingredients limited to

-3 -1 -6 -4 -3 -1 -1 -6 -5
exoƟc/ethnic foods
provides essenƟal amino acids (e.g.,
-3 -3 -3 -2 -4 -2 0 -12 -2
leucine)

costs 10% more vs current protein -3 -3 -2 1 -5 -6 -2 -3 1

4
S. Porretta et al.
segments (parsimony criterion), and which makes sense, i.e., which
tell a simple, meaningful story (interpretability criterion).
- The researcher must name the mind-sets, based upon the strongest
performing elements. The four mind-sets can be labelled as Neutrals,
Foodies, Rejecters and Environmentalists. Each mind-set has its
priorities, and responds to a different set of messages.
- Neutrals not to care. They strongly reject the messages about the
10% more price of insect-based products. Neutrals tend to be women
over 50 years and have lower income and do not follow any specific diet.
- Foodies appeared to be the most accepting mind set. Foodies are
ready to try the product in stores and appreciate messages about
higher quality nutrition per calorie unit. Foodies comprise men and
women who live in suburban or rural areas, have average income and
heard about insect eating. They generally are the less neophobic mind-set.
- Rejecters are negative toward the nutritional advantaged of insect-
based products are do not wish to see any almost any kind of ad-
vertisement about them. Rejecters are the most neophobic mind-set,
who do not accept new food products and new food technologies.
- Environmentalists prefer messages communicating that insect-based
products can give quality protein for people in need. They do not
Trends in Food Science & Technology xxx (xxxx) xxx–xxx
prefer if the products are available only on the internet or limited to
exotic/ethnic foods. Environmentalists tend to be from suburban areas,
over fifty years old and have average income furthermore, they usually
follow some diet plan.
3. Conclusion
Mind Genomics carried out by the application of Conjoint Analysis,
offers a way to discover those ways that brands can use strategically to
create products, services or experiences that match consumer interest
and communicate the stories about them that resound across and within
the different mind-sets consumers have toward them. It provides mar-
keters and advertisers with empirical, scientific guidance when se-
lecting target groups and messages to achieve their business goals; ef-
fective marketing, resonant and persuasive communications, and sales
success. The approach outlined is applicable to food products, non-food
products, and experiences. The approach, mixing ideas together by
design, and deconstructing the contribution of these ideas, finds use in
innovation, new product development, and modifying existing products
to better meet the needs of consumers.