IRIANS Wine Tasting Experiment (Neuromarketing)- Pontevedra, Spain.

The 19th of February witnessed a novel experiment in Pontevedra, Spain which was a rendition of the wine tasting experiment conducted last year in Mumbai by IRIANS.

El 19 de febrero, hemos sido testigos de un nuevo ensayo en Pontevedra (España) que constituye una reedición del experimento de cata de vinos llevado a efecto el pasado año en Mumbay (India) por IRIANS.

The enthusiastic audience made their way to an innovative hybrid kitchen and conference space, ‘El Siete Cocina en Vivo’ overlooking the picturesque landscape and the exotic Waters of ‘Ria de Vigo’.

Los entusiasmados invitados, acudieron a un innovador espacio en el que confluyen la cocina y la enseñanza, “El Siete Cocina en Vivo”, ubicado junto a la Ría de Vigo con una maravillosa vista de la bahía.

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El Siete Cocina en Vivo – Ría de Vigo

The audience were greeted by the IRIANS team and were shown their way to the experimental setup, which consisted of 25 participants and several other delegates who gathered to be a part of the evening.

Los veinticinco participantes fueron recibidos por el equipo de IRIANS y acompañados a sus asientos, mientras que el resto de los invitados hasta completar el aforo se distribuyeron por la sala para seguir con interés el experimento.

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The experimental setup and the enthusiastic audience

The audience was then addressed by the IRIANS team and were introduced to the organisation, and specifically, the application of consumer psychology and neuroscience to wine consumption.

Por parte del equipo de IRIANS, se presentó a la audiencia la Organización implantada en varios países y se les explicó concretamente la aplicación de las neurociencias y la psicología del comprador al consumo del vino.

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Indroneel Chatterjee Co-Founder/Co-CEO addressing the audience

The keen audience were very engaged in the subject and actively engaged interacted with the researchers, since this was the first time most of them had participated in such a unique wine study.

La fascinada audiencia conectó rápidamente con la experiencia que iban a vivir y con los investigadores de IRIANS, para la mayoría de ellos era la primera vez que participaban en un evento de estas características, sobre la degustación del vino.

The Chef at the Venue, Xabier Ortiz name and popular food critic, Guillermo Campos engaged the audience in a witty gastronomic conversation, and shared the ‘art and science’ of wine tasting before starting the experiment.

El chef Xabier Ortiz y el crítico gastronómico Guillermo Campos, sostuvieron una charla con la audiencia en torno a como combinar el vino y la comida, así como algunas nociones sobre la forma de paladear un buen caldo, antes de comenzar el experimento propiamente dicho.

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Chef Xabier Ortiz (left) and food critic Guillermo Campos

The audience were seated at their tables with 20 samples of wine placed in front of them.

Los participantes fueron colocados en sus asientos y frente a ellos se dispusieron las veinte muestras de vino que iban a probar.

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The audience assessing the wine

The participants then poured the individual samples, sequentially into the wine glasses, two minutes were given to them for evaluating each sample.

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Sample-wise, wine being poured into the glasses for tasting

The participants then were encouraged to smell and taste the wine while music was played in the background.

Una vez se dio por iniciado el experimento comenzaron a verter secuencialmente las muestras dentro de las copas de vino, previamente, se les animó a oler y paladear el vino, mientras tanto la música sonaba de fondo, disponiendo de dos minutos para cada una de ellas.

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Smelling the different notes of wine, as an important part of testing it

After their assesement of the sample, the participants recorded their responses on the sheets. This was repeated for all the samples.

Después de degustar cada una de las muestras, respondían a una conjunto de preguntas sobre ella.

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Answering the questions pertaining to each of the wine samples

The IRIANS researchers were assisting the participants through every step of the experiment and were making several other observations alongside.

Los investigadores de IRIANS se mantuvieron a disposición de los participantes a lo largo del experimento, supervisando la correcta realización y observando diversas cuestiones de interés para el posterior análisis científico.

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The dedicated participants being supervised by the researchers

Finally, the participants were debriefed and given the opportunity to share their experience with the researchers and the audience. What followed later, was an elaborate spread of wine for all the attendees to taste and a gastronomic adventure facilitated by IRIANS and ‘El Siete Cocina en Vivo’.

Finalmente, tras agradecerles su colaboración, participantes, invitados y todo el equipo de IRIANS compartieron una hermosa velada, con una degustación de pinchos elaborados por el anteriormente citado chef, gentileza de IRIANS y “El Siete Cocina en Vivo”.

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The networking event, after. And some more wine…

Networking followed soon after where the participants, delegates and the researchers alike spoke fondly of the event over a pleasant buzz. IRIANS will now add this event to its repertoire of multicultural experiences and will capitalize on the several connections established.

Lógicamente, la conversación además de en torno al evento vivido esa noche giró en torno a futuros proyectos a desarrollar entre los allí presentes. La multiculturalidad presente en este acto ofrece amplias posibilidades tanto en conexiones internacionales como en diversidad de aproximaciones al conocimiento.

IRIANS

Intuitively conceived, scientifically proven

www.irians.org

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