Professor Sharma was chosen as a Fellow of COMFOCUS (Community on Food Consumer Science) in the European Union's Horizon 2020 research project, where he explored consumer preferences for yogurts in the Slovakian marke
Shoolini University believes that exceptional educators have the power to motivate and steer students towards achieving what may seem impossible. Professor Somesh Sharma from the School of Bioengineering and Food Technology exemplifies this belief through his extraordinary accomplishment and contribution to food consumer science. Professor Sharma was chosen as a Fellow of COMFOCUS (Community on Food Consumer Science) in the European Union's Horizon 2020 research project, where he explored consumer preferences for yogurts in the Slovakian market. This endeavor, supported by the EU, aims to promote open science in food consumer science, ensuring its resilience and adaptability for the future.
COMFOCUS is a formidable force in Europe, bringing together universities and research institutions with a strong vision: to make food consumer science future-proof through Open Science. The project seeks to provide the academic and private research community with transnational access to the top-notch services and resources of 9 outstanding research laboratories utilizing cutting-edge technologies.
To be eligible for participation, candidates must submit a concept note in the form of an abstract via the COMFOCUS website. Professor Somesh Sharma submitted his concept note on August 19, 2023. Applicants can select from nine laboratories under COMFOCUS based on their interests. Professor Sharma opted for laboratories in Ireland and Slovakia. Ultimately, his concept was approved by the Laboratory of Consumer Sciences at the Slovak University of Agriculture in Nitra, Slovakia.
During his 21-day International Faculty program in Slovakia, Professor Sharma embarked on a captivating study. He explored consumer preferences for yogurts in the Slovakian market, with a focus on factors such as fat content, health benefits, and visual appeal. This innovative research utilized cutting-edge technology: face readers and eye-tracking equipment. Various types of yogurts, including those with probiotics and non-probiotics, were selected from supermarkets. They were categorized into traditional yogurts and yogurts produced by multinational companies with probiotic characteristics.
Consumers were queried about their age, gender, and dietary habits. Subsequently, they were provided with these yogurts to taste while their eye movements and facial expressions were monitored using specialized devices. These devices include a face reader and an eye tracker. These tools aid in understanding which aspects of the packaging consumers focus on most and how they react to different flavors or textures.
Speaking about the project, Professor Sharma stated, "This research holds tremendous potential. The data gathered through eye-tracking and face readers offers crucial insights into where consumers direct their attention on yogurt packaging and their responses to various flavors and textures. This study will enhance product development, marketing strategies, and ultimately, consumer satisfaction in the yogurt industry."
Utilizing tools such as face readers and eye trackers provides a deeper understanding of what consumers prefer and dislike about yogurts. This assists yogurt brands in making more informed decisions about their products and how they market them, ensuring consumer contentment with their purchases.
Prof Somesh remarked, "Shoolini University consistently lends wholehearted support to such endeavors. This time, I received a grant of Rs. 50,000 from the university for this project. I extend my gratitude to the Shoolini Chancellor, Prof PK Khosla, for the support and guidance extended to all researchers on campus." Additionally, Prof Somesh received a scholarship amount of 2985 euros for this project from COMFOCUS.
Professor Sharma's trip to Slovakia went beyond his research. He also engaged in discussions aimed at forging a robust academic collaboration between Shoolini University and Slovak University of Agriculture, Nitra. This collaboration builds upon the existing Memorandum of Understanding between the two universities, further enhancing the exchange of faculty and students.
Professor Sharma's groundbreaking work and his unwavering dedication are certain to inspire not only Shoolini's students and faculty but also the broader scientific community.
