Tian Yu , Mateusz P. Kowalski , Lyndsay T. Shackelford , Dennis C. Brooks , John M. Ennis
{"title":"Using Web3 technologies to represent personalized consumer taste preferences in whiskies","authors":"Tian Yu , Mateusz P. Kowalski , Lyndsay T. Shackelford , Dennis C. Brooks , John M. Ennis","doi":"10.1016/j.foodqual.2024.105201","DOIUrl":null,"url":null,"abstract":"<div><p>The emergence of Web3 technologies in the recent decade offers innovative tools and protocols that can revolutionize market research, which faces the ongoing challenges of comprehending consumer needs. One possibility is to securely store and represent personalized consumer preferences. This manuscript illustrates the application of Non-Fungible Tokens (NFTs) as a means to present consumer preference data and deliver personalized product recommendations directly to consumers. To do this, we initiated a study involving a small group of 31 respondents who participated in the “What’s Your Whisky” survey. Their responses were transformed into unique pieces of artwork generated by an algorithm. Furthermore, whisky recommendations were derived from these survey responses and integrated into the corresponding artwork. These personalized artworks, which represent each respondent’s whisky taste preference and top whisky selection, can be minted onto a blockchain as NFTs. This process enables respondents to securely own and retain them in their digital wallets, thus creating an immutable record of their whisky taste preferences and personalized recommendations. Finally, a follow-up survey was conducted to assess the value of personalized artwork NFTs. Respondents were asked for preferences between artwork derived from their taste preferences to those with the same whisky recommendations but with randomly sourced background art. Binomial test results revealed a clear preference for artwork based on their personal affirmed that respondents favored artwork based on their personal survey responses.</p></div>","PeriodicalId":322,"journal":{"name":"Food Quality and Preference","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Food Quality and Preference","FirstCategoryId":"97","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0950329324001034","RegionNum":1,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
The emergence of Web3 technologies in the recent decade offers innovative tools and protocols that can revolutionize market research, which faces the ongoing challenges of comprehending consumer needs. One possibility is to securely store and represent personalized consumer preferences. This manuscript illustrates the application of Non-Fungible Tokens (NFTs) as a means to present consumer preference data and deliver personalized product recommendations directly to consumers. To do this, we initiated a study involving a small group of 31 respondents who participated in the “What’s Your Whisky” survey. Their responses were transformed into unique pieces of artwork generated by an algorithm. Furthermore, whisky recommendations were derived from these survey responses and integrated into the corresponding artwork. These personalized artworks, which represent each respondent’s whisky taste preference and top whisky selection, can be minted onto a blockchain as NFTs. This process enables respondents to securely own and retain them in their digital wallets, thus creating an immutable record of their whisky taste preferences and personalized recommendations. Finally, a follow-up survey was conducted to assess the value of personalized artwork NFTs. Respondents were asked for preferences between artwork derived from their taste preferences to those with the same whisky recommendations but with randomly sourced background art. Binomial test results revealed a clear preference for artwork based on their personal affirmed that respondents favored artwork based on their personal survey responses.
期刊介绍:
Food Quality and Preference is a journal devoted to sensory, consumer and behavioural research in food and non-food products. It publishes original research, critical reviews, and short communications in sensory and consumer science, and sensometrics. In addition, the journal publishes special invited issues on important timely topics and from relevant conferences. These are aimed at bridging the gap between research and application, bringing together authors and readers in consumer and market research, sensory science, sensometrics and sensory evaluation, nutrition and food choice, as well as food research, product development and sensory quality assurance. Submissions to Food Quality and Preference are limited to papers that include some form of human measurement; papers that are limited to physical/chemical measures or the routine application of sensory, consumer or econometric analysis will not be considered unless they specifically make a novel scientific contribution in line with the journal''s coverage as outlined below.