Taste the emotions: pilot for a novel, sensors‐based approach to emotional analysis during coffee tasting

Abstract BACKGROUND Coffee is a natural drink with important properties for the human body and mind, capable of delivering energy and strong emotions, thus being appreciated since ancient times. The qualitative and quantitative assessment of the coffee properties is normally performed by trained panelists, though relying on standardized questionnaires, with possible biases arising. In this study, for the first time in the scientific literature, we applied a technology‐based approach, based on the use of wearable sensors, to study the implicit emotional responses of a small cohort of experienced coffee judges, thus taking this chance to assess the feasibility of this approach in such a scenario. The merging of different technologies for capturing biomedical signals, including electrocardiogram, galvanic skin response, and electroencephalogram, was therefore adopted to retrieve results in terms of the relationships between implicit (i.e. psychophysiological) and explicit (i.e. derived from questionnaires) measurements. RESULTS Significant correlations were obtained between biomedical signals and data from the questionnaires within all the sensory domains (olfaction, vision, taste) investigated, particularly concerning autonomic‐related features. CONCLUSIONS The results obtained confirmed the viability of this new approach in the psychophysical and emotional assessment in coffee tasting judges, paving the way for a new perspective into the universe of coffee quality assessment panels, eventually transferable to broader scale investigations, somewhat dealing with consumer satisfaction and neuromarketing at large. © 2023 Society of Chemical Industry.