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Coffee Sensorium new courses bundle: without sensory kit

Enrol in all 3 new Coffee Sensorium courses for a reduced price

Course overview

The 3 new courses are:


How to effectively further develop your sensory abilities?

Most people can teach themselves to develop their chemical senses (smell and taste) with practice. The first step is to get to know your own sensory apparatus. What are your strengths and weaknesses when it comes to tasting and sensory analysis of food/drink? In addition to that, the course will discuss sensory training strategies that actually work. We will also going to understand how our genetics and physiology can impact our sensory abilities. What is a supertaster? Does the time of the day affect people’s sensitivity to basic tastes? Does oral hygiene impact on people’s sensitivity to basic tastes? How can language and sensory references help us improving aroma and flavour notes description?

Let’s learn about:

- your individual strengths and weaknesses on sensory abilities

- facts and myths on sensory training

- how genetics and environment shape your sensory apparatus

The course is composed of:

  • Theoretical session (2h): presentation and discussion of the main concepts and scientific investigations of the topics mentioned above.


How could the digital-retail coffee experience be optimized using multisensory solutions?

Consumers experience products and services through their five senses. However, the full sensory experience of shopping in a physical store becomes limited to a screen when moving to online shopping. In this course, we will explore the latest advances in online sensory marketing. We will understand how the lack of some sensory stimuli can impact consumers’ perceptions and behaviours, and how to correct this using crossmodal cues. For certain products, including perfumes or specific food/drinks such as coffee, it is important to create a virtual aroma or flavour environment to engage the consumer. Another point of importance is the risk of sensory overload. Adding too many layers of sensory information without a clear objective may add noise to the consumer’s journey.

Let’s learn:

- how to apply online sensory marketing to specialty coffee

- how to create fluidity in a digital purchase environment

- how to avoid sensory overload and incongruence in e-commerce

The course is composed of two live sessions:

  • Theoretical session (2h): presentation and discussion of the main concepts and scientific investigations of online multisensory marketing.
  • Applied mentorship session (2h): presentation of real life examples of multisensory websites, discussion of solutions and strategies of application to specialty coffee digital marketing.


How to present meaningful and relevant information to the consumer?

Marketing communication is necessary to inform and attract consumers. When we consider specialty coffee, it is indeed a challenge to communicate a complex product to the amateur consumer. In this course, we will explore the differences between B2B and B2C communication methods for specialty coffee. We will discuss how the product ‘specialty coffee’ should be presented to consumers, from coffee lovers to regular-coffee drinkers. How to translate complex and technical information about a product to the consumer? Which factors impact the decision making process at the moment of purchase? What is ‘quality’ for the consumer, and how does it relate to the definition of ‘quality’ for the expert? How can the specialty coffee industry make use of multisensory design to communicate flavours and add value to the product?

Let’s learn about:

- differences between B2B and B2C communication in specialty coffee

- the information that are actually informative to the consumer

- how to communicate your coffee and add value to your product

- how to use multisensory design to reach out to the consumer

The course is composed of two live sessions:

  • Theoretical session (2h): presentation and discussion of the main concepts and scientific investigations of the topics mentioned above.
  • Applied mentorship session (2h): presentation of real life examples of specialty coffee companies that effectively communicate their product. Exercises on multisensory symbolism and communications. Discussion of methods to translate the technical information into meaningful communication to the consumer.


INSTRUCTOR: Fabiana Carvalho, PhD

Fabiana Carvalho is a Brazilian neuroscientist who received her MSc in Biochemistry and her PhD in Psychobiology studying neural processes of perception and memory. She has also worked as a postdoctoral researcher on a project investigating sensory perception as an anticipatory and constructive process instead of a mere passive and reactive process.

She is currently a collaborating researcher at the University of Campinas, Brazil. Her research project “The Coffee Sensorium” is focused on understanding multisensory flavour perception, particularly the influence of extrinsic factors (that is, ambiance) on the expectation and perception of flavour in specialty coffee. This research project has been conducted in collaboration with Prof Charles Spence at University of Oxford, UK.

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