Implicit neurological approaches in odour studies, the holy grail of sensory analysis and consumer studies
Information
Odour perception is the result of a very complex interplay of yet not very well understood physiological processes in the olfactory system and the intricacies of subjective psychological experiences. Historically, odour evaluation has relied on analytical and sensory methods, which provide valuable insights into the chemical composition and sensory perception of odours. The integration of analytical and sensory methods (e.g., GC-O-MS) is fundamental in fragrance analysis of various cosmetic and perfumery products. It allows expert sensory panellists to sniff individual volatile organic compounds in complex mixtures, bridging the gap between chemical and sensory data. Sensory methods in a strict sense, focus on human perception and provide insights into sensed attributes and overall quality of odours. Trained panellists evaluate odour samples based on predefined criteria and protocols, contributing to a comprehensive understanding of their olfactory properties. In addition, consumer studies with naïve individual who represent a target population, give us a comprehensive view on the acceptability and their preferences of one fragrance over another. However, these so-called explicit methods rely on questionnaires on which individuals might provide subjective judgements that may introduce biases and give rise to unreliable results. Implicit neurological methods typically involve measuring neurological responses that occur unconsciously in response to odours that provide insights into underlying cognitive, emotional and physiological processes without relying on individuals’ deliberate judgements. These methods rely on neuroimaging (e.g., fMRI), electroencephalography (EEG), among other techniques, which examine brain activity patterns and neural responses associated with odour perception. The integration of consolidated explicit methods and emerging implicit techniques is key to unlock the fundamental nature and paradoxes of odours.
