Most importantly Greg, says don’t be ashamed or embarrassed by your favourite flavour in ice cream, “There is no such thing as a bad ice cream!”The science behind the ice cream personality profiles
When working with food brands Greg conducts studies with focus groups and through testing can define what character traits are linked to each flavour. Greg's process involves three stages:
The stimulus: People on the study have to consider every part of eating an ice cream - from the unwrapping and smell that hits you, and all the way through to swallowing it once it's melted in your mouth. The group are given a selection of words which they have to choose from which describes each element.
The psychometrics: “This is personal to each person and is all about the quality of the experience and how you'd describe it. This helps to match the stimulus to emotions.”
The mood spectrum: "This is something I’ve developed, which is a way of matching the flavours around personality profiles. There are 40 words to describe the emotions triggered in the consumption of ice cream.”
“Then through a series of questioning, I use techniques to work out which parts of the stimulus matter and how the emotions and personality traits are linked to them.” Greg says it’s impossible for people on the studies to try and manipulate the data. “There's no right or wrong answer. For example, with vanilla, if I asked: ‘Is it a taste of childhood?’ People don’t know if that’s a good or bad thing.”