Naturalistic Behavior

Naturalistic Behavior

A respondent’s awareness affects behavior and potentially distorts research results. Our unique technique allows respondents to act naturally in any environment, including home, office, or store, in order to gain insights in very real contexts. With our technique, the focus is on the respondent, and identifying natural behaviors with minimal intrusion from the researcher.

  • Restaurant setting

The Restaurant of the Future in Wageningen, The Netherlands is a unique environment in which scientists and marketers can observe restaurant frequenters in conditioned situations for prolonged periods of time with the help of state-of-the-art observation and sensory technology.

Noldus has provided the Restaurant of the Future with the latest computer and video technologies, including professional software for visualization and analysis of consumer behavior, cameras, PC’s, and microphones. Noldus also took care of the complete on-site installation and training of the researchers who are conducting the consumer behavior investigations.

Research can include behavior, food choice, design and layout, the influence on buying and eating behavior of lighting, presentation, traffic flow, taste, packaging, preparation, and countless other aspects involving out of home eating and drinking.


In-home setting

State-of-the-art video and sensor technology allows marketers to gather valuable information about consumer behavior in the home. Analysis of behavior can then provide key insights into the best type of application or product.

As a consultant Leanne Loijens, for example, worked with several companies on topics such as: coffee making and drinking, chocolate milk consumption, hand washing behavior and the effects of different soaps, and refrigerator use in people’s home. For a couple of years, she also worked together with Wageningen UR Food & Biobased Research, VicarVision, Symrise in the “Inside Consumer Experience” project and set up several pilot studies in which they examined the effect of meal composition, ambiance, and social interaction in two nursing homes. Result: the elderly who participated in the pilot study consumed more, gained weight and enjoyed their meals more! The pilot study was funded by the Dutch Ministry of Agriculture, Nature and Food Quality. The minister was highly enthusiastic about the results and will fund a 3-year follow-up study.



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