research project

Virtual Emotion Reader

Virtual Emotion Reader is a research and development project which is developing a new system for measuring consumer choice behaviour, including emotions, whilst the subjects are eating. This is a difficult task as as the act of eating can mask the expression of the emotions. It is also an important task.  

The food industry invests a huge amount in the development of new products, but the traditional techniques such as focus groups and tasting pannels are not effective in predicting which produts will be a success, leading to a lot of wasted development.  Tools for understanding how and why consumers make their choices are critical to making that process more effective. In this project the partners are developing an innovative method for measuring subjects' emotions whilist they are eating, both in a virtual environment and when they are exposed to images, smells and the taste of food.

VER woman eating

More information

To find out more, or if you think Noldus might be a good partner for your consortium, you can contact us directly.

The role of Noldus

Noldus will develop its solutions for researchers measuring the experince of consumers selecting and eating foods, especially the virtual shop and food experience simulator. This builds on the work carried out in the FOCOM project and uses the shop simulator developed by GreenDino in that project. 

An important part of that develoment is the development of a central control mechanism (N-Control). Researchers in this field are often confronted with a large number of different apparatuses, all controlled by different software programs. N-Control will make it possible for them to setup and initiate all these components from one central control unit, greatly increasing the usability and reliability of the setup.


  • VicarVision
  • Noldus Information Technology
  • NIZO food research


This project is funded by the partners and by the Dutch government under its MIT scheme, which is designed to stimulate innovation in small and medium companies. 

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